Strategies of celebrisation of politics on the example of the media coverage’s of the parliamentary campaign in 2011

Abstract

The purpose of this article is to analyse the most commonly used strategies in 2011‘s Polish parliamentary elections. Political communication took place in media in 2011 referred to the tradition of American political marketing. Many mechanisms were also inspired by a popular culture, despite the extraordinary situation in the country after the tragedy in Smolensk in 2010 (as a result of the plane crash where the President of Poland and many MPs passed away).

Many surveys show that Polish voters are not interested in politics and above all they do not understand the difficult political speeches. Politicians in the election campaign presented themselves and their programs, but also sought among voters the visibility and popularity.

This article analyses the methods used in the polish parliamentary campaign in 2011. Many of them came from popular culture, such as the intense presence of celebrities in medial scene and elements of the show, happenings, festivals, popular events, props and gadgets in political campaigns. The result of the analysis is extract of new strategies for candidates image building: 1) support of politicians, celebrities, 2) politicians as celebrities, 3) celebrities as politicians.

Election promises are on the border of politics and entertainment. This raises concern about the trivialization of communication in politics and shallow election campaign resembling elements of carnival and festivals.