Changing Campaign Communications: A Party-Centered Theory of Professionalized Campaigning

Models explaining the rise of American-style or so-called postmodern campaigning have focused primarily on changes taking place at the systemic level. While these models help explain variance across countries where these techniques are used, they do not explain variations among individual parties. Given that not all parties adopt these tactics and techniques at the same time, the authors argue that there are party-specific variables that need to be taken into account when understanding the shift to the new campaigning era. Building on the existing literature, the authors identify the key traits of what they term professionalized campaigning and the variables that prime a party to adopt it. The article goes on to develop a causal model, based on external and internal party events or shocks, that explains why a particular party would embrace this new style of campaigning. Finally, the authors operationalize their theory and develop indicators to measure the key variables for empirical testing.