Przesłanki strategiczne prowadzenia w Polsce kampanii wyborczych opartych na odwołaniach do kompetencji i uczciwości

• Authors: Wojciech Rafałowski

Title variants

EN

Strategic premises for campaigning based on competence and integrity in Poland

Abstracts

PL

Artykuł niniejszy prezentuje koncepcję kampanii walencyjnej, czyli opartej na odwołaniach do pozaprogramowych elementów wizerunku, takich jak kompetencja i uczciwość. Analiza obejmuje przesłanki do wykorzystywania w kampanii odniesień do tych charakterystyk, wynikające z pozycji strategicznej ugrupowań. W części empirycznej zaprezentowano wyniki pomiaru częstotliwości tych odwołań w przedwyborczej retoryce aktorów uczestniczących w parlamentarnych kampaniach wyborczych w Polsce w latach 2007–2019. Wykorzystano do tego celu zbiór danych Comparative Campaign Dynamics Dataset. Wyniki wskazują, że wysoka częstotliwość argumentów związanych z kompetencją wynika przede wszystkim z korzystnej pozycji partii w sondażach oraz wcześniejszego udziału w rządach, a do uczciwości odwołują się przede wszystkim partie nowe oraz – wbrew oczekiwaniom – uwikłane w przeszłości w skandale.

EN

The article presents the concept of valence campaigning which is based on references to non-programmatic components of political image, such as competence and integrity. The analysis covers the premises for introducing references to these characteristics in the campaign derived from the strategic position of competing political parties. The empirical section contains the results of measurement of the frequency of these appeals in the pre-election rhetoric of parties participating in parliamentary campaigns in Poland between 2007 and 2019. The Comparative Campaign Dynamics Dataset was used for the study. The results show that the high frequency of arguments related to competence results primarily from the advantageous position of a party in the polls as well as its earlier participation in the government. Integrity is mainly emphasized by new parties and, unexpectedly, the ones involved in scandals in the past.

Keywords

PL

kompetencja; uczciwość; badania ilościowe; kampania walencyjna; kampanie wyborcze w Polsce

EN

competence; integrity; quantitative research; valence campaigning; electoral campaigns in Poland

• Publisher: Wydawnictwo Adam Marszałek
• Journal: Athenaeum. Polskie Studia Politologiczne
• Year: 2023
• Volume: 77
• Pages: 225-245

Dates

published

2023

Contributors

author

Wojciech Rafałowski

• Uniwersytet Warszawski, Wydział Socjologii

• https://orcid.org/0000000194270674

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Identifiers

DOI

10.15804/athena.2023.77.12

Biblioteka Nauki

2215312