1. definition of the permanent campaign - dragif.com · 1. definition of the permanent campaign 2....
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1. Definition of the permanent campaign
2. Differences between permanent and electoral campaigns
a. AIM
b. TYPE OF STRATEGY
c. PLANNING & TIMELINE
d. VARIABILITY OF THE COMPAIGN COMMUNICATION
e. INTENSITY OF THE COMMUNICATION
3. Case study (ANO 2011, Green party, TOP 09)
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• was found in USA in 70s.
• Its influence started escalating with the beginning of digital era – Internet.
• Is focused on the influencing of the public opinion.
• is like a continuous communication of parties or candidates.
• is mostly connected with the parties which creates the government.
• does not have one official definition.
• uses marketing techniques like opinion polls, Public relations, and communicates usuallythrough social sites (Facebook, Twitter), web sites, blogs.
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• Election campaign is organized to winelections.
• Permanent campaign maintains the highlevel of popularity of the ruling party afterelections.
ELECTION CAMPAIGN PERMANENT CAMPAIGN
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• Election campaign uses the product strategy.
• Product includes:
• Political program
• Long-term vision
• Image of the candidate
• Permanent campaign is leaded by brandingstrategy.
• Branding is long-term process whichsupports a good awareness about parties orpoliticians.
ELECTION CAMPAIGN PERMANENT CAMPAIGN
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• Short-term realisation
• Detailed plan on days to hours before theday of elections.
• Election campaign starts with the declarationof new elections and ends the day ofelections.
• Long-term realisation
• Plan with less details; usually on months.
• Permanent campaign starts the day afterelections and ends
• The day befor the declaration of newelections
or
• Permanent campaign has no end.
ELECTION CAMPAIGN PERMANENT CAMPAIGN
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• Outdoor (guiders, posters, billboards,..)
• Social sites
• Webs
• Exit and Opinion Polls
• PR
• Social sites
• Webs
• Opinion polls
ELECTION CAMPAIGN PERMANENT CAMPAIGN
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• Higher frequency of communication.
• The communication escalates when the dayof elections approachs.
• The dynamic of communication is lower.
• Most of the time the communication isconstant, because of the long duration ofelection period.
ELECTION CAMPAIGN PERMANENT CAMPAIGN
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• The design of my research is quantitative.
• The method is the content analysis and is used on Facebook.
• I examined the communication of the left-right oriented movement ANO, which creates now a government, the communication of the conservative party TOP 09, which is in theopposition, and the last one is Green party, which did not get to over 5% threshold in theelection so is not member of the parliament.
• I made analysis in 4 seasons:
• One month before parliament elections in 2013
• One month after parliament elections in 2013
• 1 year after parliament elections in 2014
• 2 years after parliament elections in 2015
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1. období 2. období 3. období 4. období
ANO 2011 255 177 219 117
TOP 09 217 16 38 128
Strana zelených 142 39 59 92
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Total amounts of posts on Facebook
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1. období 2. období 3. období 4. období
Po
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Jednotlivá období
ANO 2011
TOP 09
Strana zelených
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Intensity of communication before elections1st season
ANO 2011
TOP 09
Strana zelených
0
2
4
6
8
10
12
14
16
18
Po
čet
pří
spě
vků
Intensity of communication after elections2nd season
ANO 2013
TOP 09
Strana zelených
0
2
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10
12
14
16
27
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.20
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Intensity of communication one year after elections3rd season
ANO 2013
TOP 09
Strana zelených
0
2
4
6
8
10
12
Po
čet
pří
spě
vků
Intensity of communication two years after elections4th season
ANO 2011
TOP 09
Strana zelených
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• The permanent campaign usually starts the day after elections. But the day when it ends is not defined.
• Permanent and electoral campaign are not the same concepts. There are differences betweenthem – in aims, types of strategy and planning, variabilities in used communication channelsand marketing techniques and in the intensity of their communication.
• The permanent campaign is very important feature of the american politics but in the CzechRepublic we can not say that political parties organize permanent campaigns. Or not yet.
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• Mann, Thomas. 2000. „Governance in America 2000: An Overview.“ The Brookings Review 18, no. 1, 4-7.
• Eibl, Otto. 2012. Marketing politických kampaní. Brno: Muni PRESS, Masarykova univerzita, Fakulta sociálních studií.
• Matušková, Anna a Pavlová, Eva. 2012. „Volební strategie a kampaně.“ In: Teorie a metody politického marketingu. Eds. Chytílek, Roman, Eibl, Otto a Anna Matušková. Brno: Centrum pro studium demokracie a kultury.
• http://politicaldictionary.com/words/permanent-campaign/
• https://en.wikipedia.org/wiki/Political_campaign
• https://www.youtube.com/watch?v=W84oobqRdQA
• https://www.amazon.com/Permanent-Campaign-Politics-Digital-Formations/dp/143311593X
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