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Varieties of Electioneering: Empathetic Personalism in Chile's Presidential Election Campaigns |
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Abstract:
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Existing theories of change in the nature of parties and political campaigns predict cross-national convergence in the linkages between candidates and voters and the degree of programmatic focus and cleavage priming in their campaign appeals. Recent presidential elections in several third-wave Latin American democracies illustrate a different pattern: the strategies of candidates from both left and right have tended toward isomorphism within countries, but differ cross-nationally. I argue that this pattern of change can be explained by a process of success contagion, whereby the first victorious electoral strategy legitimated by a successful term in government establishes a model that major candidates across the ideological spectrum seek to adopt in future elections. In the case of Chile, this model of campaign strategy is one of empathetic personalism, combining low levels of programmatic focus, a recourse to direct linkages, and the avoidance of cleavage-priming appeals. Drawing on interviews with key campaign actors and content analysis of candidates’ television advertising, I show how empathetic personalism was introduced by the No campaign in Chile’s 1988 plebiscite and subsequently employed by major candidates of left and right in the 1999 and 2005 presidential elections. This strategy has been perpetuated through imitation of prior example, power struggles among advisors, and the consolidation of conventional wisdom within the community of campaign professionals. |
Most Common Document Word Stems:
campaign (255), n (155), candid (107), parti (105), round (92), strategi (92), lav (89), first (72), focus (64), elect (62), interview (60), polit (59), second (58), lago (55), cleavag (53), author (50), chile (49), polici (48), bachelet (47), right (46), direct (45), |
Author's Keywords:
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campaigns, elections, parties, Chile, linkage, cleavage, content analysis, television advertising |
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Association:
Name: American Political Science Association URL: http://www.apsanet.org
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Citation:
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MLA Citation:
| Boas, Taylor. "Varieties of Electioneering: Empathetic Personalism in Chile's Presidential Election Campaigns" Paper presented at the annual meeting of the American Political Science Association, Hyatt Regency Chicago and the Sheraton Chicago Hotel and Towers, Chicago, IL, Aug 30, 2007 <Not Available>. 2011-06-08 <http://www.allacademic.com/meta/p211147_index.html> |
APA Citation:
| Boas, T. C. , 2007-08-30 "Varieties of Electioneering: Empathetic Personalism in Chile's Presidential Election Campaigns" Paper presented at the annual meeting of the American Political Science Association, Hyatt Regency Chicago and the Sheraton Chicago Hotel and Towers, Chicago, IL Online <PDF>. 2011-06-08 from http://www.allacademic.com/meta/p211147_index.html |
Publication Type: Conference Paper/Unpublished Manuscript Abstract: Existing theories of change in the nature of parties and political campaigns predict cross-national convergence in the linkages between candidates and voters and the degree of programmatic focus and cleavage priming in their campaign appeals. Recent presidential elections in several third-wave Latin American democracies illustrate a different pattern: the strategies of candidates from both left and right have tended toward isomorphism within countries, but differ cross-nationally. I argue that this pattern of change can be explained by a process of success contagion, whereby the first victorious electoral strategy legitimated by a successful term in government establishes a model that major candidates across the ideological spectrum seek to adopt in future elections. In the case of Chile, this model of campaign strategy is one of empathetic personalism, combining low levels of programmatic focus, a recourse to direct linkages, and the avoidance of cleavage-priming appeals. Drawing on interviews with key campaign actors and content analysis of candidates’ television advertising, I show how empathetic personalism was introduced by the No campaign in Chile’s 1988 plebiscite and subsequently employed by major candidates of left and right in the 1999 and 2005 presidential elections. This strategy has been perpetuated through imitation of prior example, power struggles among advisors, and the consolidation of conventional wisdom within the community of campaign professionals. |
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| Document Type: |
PDF |
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62 |
| Word count: |
18662 |
| Text sample: |
| Varieties of Electioneering: Empathetic Personalism in Chile’s Presidential Election Campaigns Taylor C. Boas Department of Political Science University of California Berkeley tboas@berkeley.edu ABSTRACT: Existing theories of change in the nature of parties and political campaigns predict cross-national convergence in the linkages between candidates and voters and thedegree of programmatic focus and cleavage priming in their campaignappeals. Recent presidential elections in several third-wave Latin American democracies illustrate a different pattern: the strategies of candidates from both left and right have |
| Frei had at the time of his 1993 presidential campaign. 14 The core group that participated regularly in campaign activities was always much smaller than the number officially registered—the coordinator of Youth for Bachelet estimated that they had only 30 tru ly active members in Santiago (author’s interview Krauss). 15 Note about Bachelet’s first-round vote being less than the Concertación legislative vote. 16 Nor is this strategy unprecedented; Foxley Valdés and ZaldÃvar were also featured giving endorsements in Lagos’s |
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