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moderne Wahlkampfkampagne am Beispiel der SPD im Vorfeld der Bundestagswahlen 1998

moderne Wahlkampfkampagne am Beispiel der SPD im Vorfeld der Bundestagswahlen 1998

          
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About the Book

Studienarbeit aus dem Jahr 2005 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Universität Leipzig (Institut für Kommunikations- und Medienwissenschaften), Veranstaltung: Seminar PR Kampagnen, Sprache: Deutsch, Abstract: Die Kampagne der SPD im Vorfeld der Bundestagswahlen 1998 ist ein Paradebeispiel für die moderne Wahlkampfführung. Durch die Zusammenarbeit mit parteiexternen Kommunikationsexperten und der Nutzung politischer Marketingstrategien, gelang es der Partei die Wahl für sich zu gewinnen. Anhand der SPD-Kampagne sollen in dieser Arbeit moderne Elemente der politischen Wahlkampagne dargestellt und erläutert werden. Dabei beschäftige sich der erste Teil mit der begrifflichen Definition einer Kampagne an sich und speziell mit der Begriffsbestimmung einer Wahlkampfkampagne. Frei nach dem Ausspruch: "Nach der Wahl ist vor der Wahl!" stellt sich hierbei die Frage, wie lässt sich der Wahlkampf zeitlich begrenzen. Außerdem soll dargelegt werden, wie die politischen Akteure überwiegend durch Massenmedien mit dem Wähler kommunizieren. Im Zusammenhang mit den Bundestagswahlen 1998 und der SPD-Kampagne trat in der Berichterstattung der Medien oftmals der Begriff 'Amerikanisierung' auf. Er beschreibt eine Veränderung der politischen Kommunikation von Wahlkämpfen. Im Rahmen dieser tauchen verschiedenste Phänomene und Erscheinungen auf, wie etwa die zunehmende Personalisierung von Wahlkämpfen. Gründe dafür sind unter anderem der gesellschaftliche Wandel und die sich verändernde Wählerschaft sowie die Medien. Diese Themen sind Gegenstand des zweiten Kapitels dieser Arbeit. Der letzte Teil dieser Arbeit beschäftigt sich mit der 'Kampa 98', der Wahlkampagne der SPD. Hier soll zu Beginn die politische Ausgangslage und die Leitgedanken zur Entwicklung einer Wahlkampstrategie dargestellt werden. Die lange Vorbereitung der Kampagne und die Zuhilfenahme von professionellen Marketingstrategien halfen ihr zu einem Erfolg. E


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Product Details
  • ISBN-13: 9783638669207
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3638669203
  • Publisher Date: 23 Nov 2007
  • Height: 210 mm
  • No of Pages: 34
  • Series Title: German
  • Weight: 59 gr


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