Campaign strategies at the Swiss National Elections 2015: Nationalization, Coordination, and Personalization

Bühlmann, Marc; Zumbach, David; Gerber, Marlène (2016). Campaign strategies at the Swiss National Elections 2015: Nationalization, Coordination, and Personalization. Swiss political science review / Schweizerische Zeitschrift für Politikwissenschaft, 22(1), pp. 15-28. Wiley 10.1111/spsr.12207

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This research note examines parties’ campaign strategies in the 2015 Swiss elections. We base our analyses on a collection of more than 5000 party advertisements, which were published in the forefront of the national elections in more than 50 daily and weekly national and cantonal print media. By comparing the amount of party and candidate ads, as well as the content and nature of the political advertisements, we explore the degree of professionalization of electoral campaigns in the most recent federal elections in terms of nationalization, coordination and personalization. First results show that although national campaign coordination exists, Swiss elections are to a considerable extent still cantonal and personal affairs.

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