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Identyfikacja partyjna i bliskość programowa partii jako determinanty decyzji wyborczej w wyborach parlamentarnych w 2011 roku

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Żerkowska-Balas M.

Studia Socjologiczno-Polityczne. Seria Nowa

2015

vol. 03(1)

35-62

So far Poland has experienced extremely high levels of electoral volatility, which indicated a lack of strong links between political parties and voters. Thus, the assumption may be made that the electoral decision in Poland is based on substantive reasons, such as, for example, the closest to voters solutions to the most important problems, proposed by political parties. However, since 2005, in Poland we have had a strong emotional polarization of the political scene. Two major parties – Platforma Obywatelska [the Civic Platform] and Prawo i Sprawiedliwość [Law and Justice] − effectively managed the political conflict (by reference to social solidarity and liberalism) and polarized the Polish political scene, using the social processes (increasing economic and cultural differences), divided the Poles into two camps and provided foundations to form identification with the party, which according to the theory determines the electoral decision, regardless of other factors. This article aims to answer the question whether in the light of changes on the political scene the Poles’ electoral decision is driven by substantive assessment of the party or maybe cultural wars in Poland contributed to creating a relatively stable identification with the party determining the electoral decision irrespective of other factors. Empirical analyses on the parliamentary election of 2011 reveal that existing in Poland identification with parties strongly determines the voting decision, weakening then the impact of other variables, including socio-demographic ones. Nevertheless, some voters make a rational decision and choose the party best reflecting their political beliefs, or vote strategically.

Wpływ zachowań wyborcy na zakres czasowy marketingu politycznego

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Płoński A.

Roczniki Nauk Społecznych

2004

vol. 32

issue 3

105-121

Despite numerous publications on the subject, there is still no agreement as to the sense of political marketing, its nature and aims. The article `The Impact of Voter Behaviour on the Time Span of Political Marketing' touches upon the fundamental issue of the essence of marketing activities on a political market. The author seeks to answer the question: Should (in the light of efficiency criterion) political marketing be only one of manifestations of a party's electoral activity, or should all party's activity - both between and during campaigns - be based on a long-term marketing strategy? The starting point is the analysis of theoretical models of voter behaviour supported with an empirical research carried out by the author from September 1997 to September 2001 in Poland. The conclusion of this analysis is that reducing marketing activities only to campaign communications curtails its efficiency. Therefore, all marketing activities should be based on a long-term marketing strategy which covers a party's activity both between and during election campaigns.

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1 Roczniki Nauk Społecznych

1 Studia Socjologiczno-Polityczne. Seria Nowa

1 Płoński A.

1 Żerkowska-Balas M.

1 2015

1 2004

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Identyfikacja partyjna i bliskość programowa partii jako determinanty decyzji wyborczej w wyborach parlamentarnych w 2011 roku

Wpływ zachowań wyborcy na zakres czasowy marketingu politycznego