Politický marketing a české politické strany: volební kampaně v roce 2006
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | Czech |
| Published: |
Brno
Masaryková Univ., Mezinárdoní Politologický Ústav
2010
|
| Edition: | 1. vyd. |
| Series: | Monografie
32 |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis Abstract |
| Item Description: | Zsfassung in engl. Sprache |
| Physical Description: | 174 S. graph. Darst. |
| ISBN: | 9788021051690 |
Staff View
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Record in the Search Index
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|---|---|
| adam_text | Obsah
OBSAH
SEZNAM OBRÁZKŮ, GRAFŮ A TABULEK
.........................................7
PODĚKOVÁNÍ
..........................................................................................11
1.
PROČ VOLEBNÍ KAMPANĚ A POLITICKÝ MARKETING
.........13
1.1
Politický marketing a Česká republika
.........................................16
1.2
Struktura knihy a její cíle
................................................................18
2.
TEORETICKÁ VÝCHODISKA
..........................................................21
2.1
Základní teoretický úvod do disciplíny
politického marketingu
....................................................................21
2.2
Zasazení Lees-Marshment modelu (LM modelu)
do teoretického kontextu
.................................................................25
2.2.1
Charakteristika Lees-Marshment modelu
...............................25
2.2.2
Koncept tržní orientace a koncept politického trhu
..............33
2.3
Kritika Lees-Marshment modelu a metodologická debata
........38
2.4
Koncept marketingově orientované strany
(МОР)
-
modifikace a zkoumané kategorie
..................................................46
2.5
Model politického marketingu podle
Bruce
I.
Newmana.........
50
2.6 MOP
a
koncept
marketingové kampaně
-
propojení LM a Newmanova modelu
............................................60
3.
ANALYTICKÁ ČÁST
...........................................................................63
3.1
Volby
2006..........................................................................................63
3.2
Politický trh v České republice v roce
2006.................................69
3.2.1
Volební trh v České republice v roce
2006..............................69
3.2.2
Mediální trh v České republice v roce
2006............................72
3.2.3
Zkoumaní političtí aktéři na volebním trhu
a jejich vzájemné vztahy
.............................................................77
6
Politický marketing a české politické strany
3.2.4
Profily hlavních politických aktérů
..........................................82
3.2.4.1
Občanská demokratická strana (ODS)
..............................82
3.2.4.2
Česká strana sociálně demokratická (ČSSD)
....................84
3.2.4.3
Komunistická strana Čech a Moravy (KSČM)
.................86
3.2.4.4
Křesťanská a demokratická unie
-
Československá strana lidová (KDU-ČSL)
........................87
3.2.4.5
Strana zelených (SZ)
..............................................................89
3.3
Volební kampaň ODS
.......................................................................91
3.3.1
Průběh a popis kampaně
............................................................91
3.3.2
Aplikace modelu
..........................................................................93
3.3.3
Shrnutí a závěry
..........................................................................100
3.4
Volební kampaň ČSSD
...................................................................104
3.4.1
Průběh a popis kampaně
..........................................................104
3.4.2
Aplikace modelu
........................................................................106
3.4.3
Shrnutí a závěry
..........................................................................114
3.5
Volební kampaň KSČM
.................................................................119
3.5.1
Průběh a popis kampaně
..........................................................119
3.5.2
Aplikace modelu
........................................................................120
3.5.3
Shrnutí a závěry
..........................................................................124
3.6
Volební kampaň KDU-ČSL
...........................................................128
3.6.1
Průběh a popis kampaně
..........................................................128
3.6.2
Aplikace modelu
........................................................................130
3.6.3
Shrnutí a závěry
..........................................................................133
3.7
Volební kampaň SZ
.........................................................................138
3.7.1
Průběh a popis kampaně
..........................................................138
3.7.2
Aplikace modelu
........................................................................139
3.7.3
Shrnutí a závěry
..........................................................................143
4.
ZÁVĚREČNÉ SHRNUTI
...................................................................149
SEZNAM LITERATURY
.......................................................................157
PŘÍLOHY
.................................................................................................169
EXECUTIVE SUMMARY.....................................................................
171
Executive summary
_____ 171
EXECUTIVE SUMMARY
The book explores the field of political marketing and the extent to
which it was used by parties in
2006.
The author focuses on the
2006
Parliamentary elections and analyses electoral strategies of those
formations that succeeded in the electoral competition and got into
the Parliament. The analysis encompasses election campaigns and the
way they were organised by the Civic Democratic Party
(Občanská
demokratická strana, ODS),
the Czech Social Democratic Party
(Česká strana sociálně demokratická, ČSSD),
the Communist
Party
of
Bohemia
and Moravia
(Komunistická strana Čecha a Moravy,
KSČM),
the
Christian
and Democratic
Union
-
Czechoslovak Peo¬
ple s
Party (Křesťanská a demokratická unie
-
Československá strana
lidová, KDU-ČSL)
and the
Green
Party (Strana Zelených, SZ).
The
2006
elections have been chosen on purpose, because they
represented for several reasons a historic milestone in the manner
of organisation of election campaigns in the Czech Republic. In both
the preparation and the organisation stages, marketing strategies and
new techniques were for the first time extensively employed.
Election campaigns and political parties form an essential part of
political-scientific research, and political marketing is thus under¬
stood in this book as a discipline that combines elements of market¬
ing and political process (concepts such as marketing orientation,
electoral market etc. are employed in the text).
The book consists of two main parts
-
a theoretical-methodo¬
logical one, where principal theoretical concepts and models are
explicated, and a practical one, where these concepts and models are
applied and also where the individual case studies are presented. The
text as a whole therefore aims to analyse political marketing in the
Czech context, and to explore not only how it is used, but also how
it is conceived
-
especially by politicians and party apparatuses. The
author deals with the question of how the selected parties organised
their election campaigns, including typical features of the respec¬
tive campaigns and their mutual differences. He is also interested in
172
Politický marketing a České politické strany
whether it is possible to label these formations as marketing-oriented
parties. In order to fulfil the aims of the text and answer the research
questions, the author employs two theoretical models
-
the first one
was developed by the political scientist Jennifer Lees-Marshment and
has its origins in the United Kingdom. Her model aspired to capture
the changes that British parties had undergone since the
1970s.
Al¬
though this model was rooted in the British experience, it is open to
application, after certain adjustments, also to the Czech context. The
other model that is employed was developed by the American politi¬
cal scientist Bruce Newman and provides a broad theoretical frame¬
work for studying the marketing orientation of a given party. As in the
case of the Lees-Marshment
s
model, it is also applicable to the Czech
context. As explained further, each of the two models is based on a
distinct theoretical approach. Utilising both of them, the author has
developed the concept of a marketing-oriented party, which is defined
by five phases: Market research, product preparation, product adapta¬
tion, implementation, and communication during the campaign.
This concept provides a framework for analyzing election cam¬
paigns of the selected parties, which is employed in the second,
analytical part of the book. This second part consists of two sections:
First, the contemporary political context is introduced and the Czech
political market is outlined, and second, the selected parties are pro¬
filed. This part of the book pursues to fulfil and answer the following
goals and research questions:
To analyse political marketing in the Czech context, and to explore not
only how it is used and applied, but also how it is conceived
-
especially
by politicians and party apparatuses. For the purposes of the research,
interviews with election campaign managers of the respective parties
were conducted during
2006
(the analysis focuses on the
2006
elections
to the Chamber of Deputies of the Czech Parliament).
How did these parties organise their election campaigns leading up
to the parliamentary elections? (Research centred on typical features to
be found in the campaigns and on capturing the key differences between
them).
Is it possible to label these formations as marketing-oriented parties
(the concept of which is further explicated in the book)? Did the parties
Executive summary
173
use, or did they attempt to use marketing techniques?
Was the Czech Social Democratic Party the only party capable of
incorporating marketing techniques into its election campaign strategy
in
2006,
and shall we consider it a marketing-oriented party?
Do the other parties
(ODS, KSČM, KDU-ČSL
and
SZ)
really fall short
of the category of marketing-oriented parties, because they used political
marketing only in a limited way and perceived it narrowly, merely as a
way of organising the election campaign or putting together its visual side
(election advertisement)?
The inquiry revealed that, in the
2006
election campaign, parties
used political marketing in different ways and with various degrees
of understanding. The author managed to describe the ways in which
parties organised their campaigns and answer the research ques¬
tions. Individual case studies showed to which extent marketing was
used, the sum of money invested in it, and also how important it was
deemed by the parties election managers. The way the parties organ¬
ized their election campaigns and implemented electoral strategies
then pointed to the degree of understanding and the ability to make
use of marketing techniques.
It was largely confirmed that the concept of a marketing-oriented
party was fully applicable only to the
ČSSD
s
case and that other par¬
ties did not satisfy the criteria. The Social Democrats campaign came
up with a number of novel elements and methods. The
ČSSD
made a
public statement that they were going to use the services of US con¬
sultants, and contracted the PSB Associates agency which worked out
the core strategy for the campaign (their cooperation still continues).
A PSB adviser moved to Prague and participated in the making of the
campaign from start to finish. The agency produced a massive bench¬
mark survey with
3000
respondents for the
ČSSD
(until then, a survey
of such scope had been inconceivable in the Czech context).
The
ODS
represented mild exception as it was beginning to come
close to the concept of a marketing-oriented party. Although its
election campaign was not on par with the Social Democrats one
as regards its professionalism, it did introduce new trends and tech¬
niques. The author thus argues in the text that it was the
ČSSD
that
came closest to the ideal-type concept of a marketing-oriented party.
174
Politický marketing a České politické strany
Social Democrats retained a clear market orientation throughout the
campaign that was apparent in all stages of campaign preparation, as
well as in the campaign itself.
The book is best read as a contribution to the still-developing cur¬
rent of academic research into the field of political marketing in the
Czech Republic. It will be of course necessary to test the concept of
a marketing-oriented party in further cases of election campaigns.
Even so, the concept has fulfilled its role to a great extent and has
made it possible to look at campaign organising from a different
perspective. At the same time, it has also cast light on processes go¬
ing on within the parties themselves. From a scholarly point of view,
the
2006
parliamentary elections will continue to represent a very
interesting period
-
a period of nascence of political marketing in
the Czech Republic.
|
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| author | Matušková, Anna 1978- |
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| era | Geschichte 2006 gnd |
| era_facet | Geschichte 2006 |
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| id | DE-604.BV036513225 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:42:00Z |
| institution | BVB |
| isbn | 9788021051690 |
| language | Czech |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020435389 |
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| physical | 174 S. graph. Darst. |
| publishDate | 2010 |
| publishDateSearch | 2010 |
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| publisher | Masaryková Univ., Mezinárdoní Politologický Ústav |
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| series | Monografie |
| series2 | Monografie |
| spelling | Matušková, Anna 1978- Verfasser (DE-588)141588594 aut Politický marketing a české politické strany volební kampaně v roce 2006 Anna Matušková 1. vyd. Brno Masaryková Univ., Mezinárdoní Politologický Ústav 2010 174 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Monografie 32 Zsfassung in engl. Sprache Geschichte 2006 gnd rswk-swf Parlamentswahl (DE-588)4173374-5 gnd rswk-swf Wahlkampf (DE-588)4064292-6 gnd rswk-swf Politikmarketing (DE-588)1050917146 gnd rswk-swf Tschechien (DE-588)4303381-7 gnd rswk-swf Tschechien (DE-588)4303381-7 g Parlamentswahl (DE-588)4173374-5 s Wahlkampf (DE-588)4064292-6 s Politikmarketing (DE-588)1050917146 s Geschichte 2006 z DE-604 Monografie 32 (DE-604)BV019287304 32 Digitalisierung BSBMuenchen application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020435389&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung BSB Muenchen application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020435389&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Abstract |
| spellingShingle | Matušková, Anna 1978- Politický marketing a české politické strany volební kampaně v roce 2006 Monografie Parlamentswahl (DE-588)4173374-5 gnd Wahlkampf (DE-588)4064292-6 gnd Politikmarketing (DE-588)1050917146 gnd |
| subject_GND | (DE-588)4173374-5 (DE-588)4064292-6 (DE-588)1050917146 (DE-588)4303381-7 |
| title | Politický marketing a české politické strany volební kampaně v roce 2006 |
| title_auth | Politický marketing a české politické strany volební kampaně v roce 2006 |
| title_exact_search | Politický marketing a české politické strany volební kampaně v roce 2006 |
| title_full | Politický marketing a české politické strany volební kampaně v roce 2006 Anna Matušková |
| title_fullStr | Politický marketing a české politické strany volební kampaně v roce 2006 Anna Matušková |
| title_full_unstemmed | Politický marketing a české politické strany volební kampaně v roce 2006 Anna Matušková |
| title_short | Politický marketing a české politické strany |
| title_sort | politicky marketing a ceske politicke strany volebni kampane v roce 2006 |
| title_sub | volební kampaně v roce 2006 |
| topic | Parlamentswahl (DE-588)4173374-5 gnd Wahlkampf (DE-588)4064292-6 gnd Politikmarketing (DE-588)1050917146 gnd |
| topic_facet | Parlamentswahl Wahlkampf Politikmarketing Tschechien |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020435389&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020435389&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| volume_link | (DE-604)BV019287304 |
| work_keys_str_mv | AT matuskovaanna politickymarketingaceskepolitickestranyvolebnikampanevroce2006 |