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The extent of personalization within party-websites during three election campaigns for the European parliament

Leenders, R. (2015) The extent of personalization within party-websites during three election campaigns for the European parliament.

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Abstract:Personalization in politics has become a central concept in the discussions on how campaign style has changed over the years. In general it means that there is a shift from the focus on the party or other political institutions to the focus on the candidates or person. Personalization research could be divided into politician’s behavior, media coverage and voter’s behavior. This research is a combination of the first two and aims to describe the extent of personalization within party-websites in the 2004, 2009 and 2014 European election campaigns in the Netherlands. The websites of the SP, GroenLinks, PvdA, ChristenUnie-SGP, D66, CDA, and VVD are observed. The results show an increase for the extent of personalization in every sequential election. The sub-dimensions the results are based on are: visibility (general and concentrated), multimedia and privatization (professional, personal preferences and home and family). In this way an increase in the extent of personalization is described. This report ends with a clarification of the results and some brief recommendations for further research.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general, 88 social and public administration, 89 political science
Programme:Public Administration BSc (56627)
Link to this item:http://purl.utwente.nl/essays/67689
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