‘Austrians First!’ – Election Campaigns by Right-Wing Populist Parties. A Comparative Case Study between the Austrian Freedom Party and the Austrian People’s Party in the National Legislative Elections 2013

Danner, K. J. (2014) ‘Austrians First!’ – Election Campaigns by Right-Wing Populist Parties. A Comparative Case Study between the Austrian Freedom Party and the Austrian People’s Party in the National Legislative Elections 2013.

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Abstract:How does the Austrian Freedom Party’s campaign differentiate from the Austrian People’s Party’s campaign in terms of the use of populist strategies? A comparative case study, carried out in a deductive way, allows testing previously developed strategies of right-wing populist parties. Thus, the already existing knowledge about right-wing populist parties will be deepened and differentiated. In addition, a systematic and theory-based content analysis of linguistic material serves to sustain a critical discussion about the presence and reception of right-wing populist parties’ advertisement in the media. As the research interest focuses on the populist parties’ strategies, the analysis will concentrate on the Austrian Freedom Party. Before conducting the analysis of the FPÖ’s election campaign, the explanation of relevant terms and concepts is necessary in order to enhance further understanding. Therefore, the concept of right-wing populism will be pointed out in the following chapter, including a distinction between right-wing populist and extremist parties. Afterwards, an overview of campaign strategies will be given, especially concentrating on right-wing populist strategies. The subsequent chapter will turn to Austria’s political and social system, the FPÖ and the ÖVP. It will also refer to the nature of campaigns in Austria and the past national legislative election 2013. Then, the research design, case selection, data analysis and operationalization will be explained in the methodology chapter. In the subsequent chapter, the parties’ campaigns will be analyzed according to the strategies of populism. Each previously identified strategy of populism will be tested. In the end, the conclusion chapter reflects the results and offers an outlook for further research.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:89 political science
Programme:Public Administration BSc (56627)
Link to this item:http://purl.utwente.nl/essays/65544
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