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EN
Held in June 2009, the Women’s Congress gave rise to a civic project of an act that would guarantee the candidates in the parliamentary elections an equal share in the political representation on the electoral lists. This project evoked a medial debate on the issue of parity in political representation. The debate lasted for a year and a half, granting both sides enough time to presents their lines of argumentation. The supporters of the idea of parity focused on the notion of social justice, social benefits from the use the resource of women’s aptitudes and competences, and on covering by political action of those areas of social life that had already been ignored by men. The opponents, on the other hand, pointed out that the idea of parity meant another top-down, despotic intervention in the statistic figures relating to the Polish society. This social action was also claimed to cause the danger of a never-ending spiral of conflicted claims and demands of newer and newer social groups. First and foremost, the idea of parity was said to ridicule the women-politicians, since it produced an image of a woman who is not capable of reaching political success without support. The medial debate moved from the press to the Polish parliament. The debate ended in a rise in the parity quota for the Polish parliamentary system to 35 per cent. When signed by the President of Poland, the new law became effective for the elections for the Polish and the European Parliaments, commune and district councils as well as provincial diets. The guaranteed 35 per cent did not bring about any significant increase in the presence of women in the Polish parliament. The percentage of their political representation in the parliament rose from 20 to 23 per cent.
EN
The main objective of the publication is to analyse the image of the political parties’ leaders participating in the electoral campaign of 2011. The analysis is conducted in terms of the characteristic features of the image and the strategy adopted in the campaign. Due to the limited scope of the work, it only focuses on the leaders of the political parties represented at the parliamentary political level. These are: Jarosław Kaczyński, Grzegorz Napieralski, Janusz Palikot, Waldemar Pawlak and Donald Tusk. Several proposals are formulated as a way of conclusion. Firstly, personalization in the elections is in progress. This is excellently exemplified by the inclusion of the name of the political party leader in the name of the party itself – The Support Movement for Palikot. Secondly, the images of the party leaders have dominated the electoral campaign. The image of the leader is closely correlated with the political party and its electoral campaign strategy. It often determines the victory or defeat the electoral campaign. Thirdly, the professionalization of the campaign (through the formulation of the strategy, the involvement of professional consultants - in particular in the case of The Civic Platform); and their costs were at the highest level ever in the history of Polish parliamentary campaigns.
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