Wojciech Rafalowski

"Strategic Emphasis on Valence Characteristics during Electoral Campaigns".

Abstract: The aim of the presented research project is to explore factors that incentivize political parties to refer to characteristics such as integrity, competence, unity, and charisma during electoral campaigns instead of them directing public attention towards policy propositions. I will investigate the effects that parties' properties, the political sophistication of the electorate and the past authoritarian legacies have on campaigning strategies related to emphasizing the above-mentioned valence traits. The research questions will be resolved with the use of a quantitative analysis of recently collected data on parties’ campaign communication and their manifestoes.