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STRONNICZOŚĆ MEDIÓW W BIPOLARNYM ŚRODOWISKU POLITYCZNYM. TYGODNIK „POLITYKA” W KAMPANIACH WYBORCZYCH 2015 ROKU

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Kolczyński M.
Polityka i Społeczeństwo
|
2017
|
issue 1(15)
33-47 (15)
EN
The 2014–2015 electoral cycle was a serious marketing challenge for Polish weeklies because of the gradual change in the balance of power (after several years of Civic Platform domination, the ratings of Law and Justice significantly improved), which implied a more leveled electoral rivalry and changes on the publishing market- leading to more intensive competition between weeklies presenting similar editorial perspective: “Polityka” – “Newsweek” – “W Sieci” – “Do Rzeczy” – “Gazeta Polska”, taking into consideration the relatively low number of readers of such publications. From this perspective the analysis of journalistic endeavors of “Polityka” during the period of time preceding the key elections (Presidential and Parliamentary) in 2015 seem to be an important research problem – taking into account the rank of “Polityka” and its part in forming and defining questions of civil and political discourse.
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„Substitute Candidate” in Polish Campaign Practice

100%
Kolczyński M.
Political Preferences
|
2015
|
issue 11
19-33
EN
The article deals with an interesting - from the marketing perspective – form of electoral rivalry, realised with the participation of politicians described as the “substitute candidates”. It was taken into consideration that while discussing the issue of “substitute candidate” it is necessary to settle two key questions: which politicians and based on what criteria could be classified as such candidates and what strategic grounds convince rivalry subjects to choose such campaign option. Assuming that the notion “substitute candidate” could be analysed from at least two different points of view: actual substitution or apparent substitution, some issues of creating the electoral campaign and realising the campaign with the participation of “substitute candidate” can be pointed out: from the candidate selection stage, through the stage of creating and developing the candidate’s image, to the stage of implementing project. Moreover, some conclusions from the electoral campaign preceding the presidential elections in Katowice were presented.
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