Personalization of national election campaigns

Abstract

The empirical evidence concerning the ‘personalization of politics' thesis is, at best, mixed. The analysis of a new data-set on the media coverage of national elections in six Western European countries serves to reinforce this overall rather sceptical conclusion. The analysis shows that, in the national elections in the six countries covered (Austria, France, Germany, the Netherlands, Switzerland, and the United Kingdom [UK]), there is no general trend to increasing personalization or increasing concentration of the media coverage on a limited set of particularly visible personalities. Among the six countries, the exception to this overall assessment is the Netherlands, where we find both a trend towards increasing personalization and increasing concentration of the public attention on a limited set of personalities. Rather than an increasing level of personalization, what we generally observe are large country-specific differences in the overall degree of personalization and of the concentration of attention on the top candidates.