Introduction of the Election Cycle Model: the case of the Czech Republic 2006-2007

Abstract

The aim of this paper is to analyze how the political marketing was used and applied in the electoral campaign 2006 and how marketing influenced and changed the party’s behaviour (even after the elections). Political marketing can be described as the use of marketing concepts and methods in politics. It allows us to analyze political parties from a new and different perspective. We focus mainly on the relevant political subjects (which successfully entered the Parliament) with a special accent on the campaign of Social Democrats (ČSSD). The objectives of this paper are to analyze the electoral process as changing and developing activity and answer following questions. How the party formulated their strategies and how they use political communication. Secondly, to review how the campaign was organized. Thirdly, what attitude does the Czech political parties towards campaigning and elections and what changes we can expect in this field? Methodologically, we will approach it by introducing the Election Cycle Model. It is a heuristic model and it examines elections, campaigning and governing as mutually influenced process. We are aware that the model was tailored for the Czech Elections 2006; anyway, it provides us with a very solid framework for further analysis of the party’s behaviour.