Political Campaign Professionalization in Lithuanian Elections

Abstract

The article analyzes the extent to which the professionalization of Lithuanian political campaigns has changed over the last 30 years. To achieve this, the article employs two main methods. First, it reviews existing research on election campaign professionalization. Second, it presents the findings from a case study of Lithuanian political campaigns. The analysis draws on data from interviews with PR professionals and politicians conducted over the past two decades (46 interviews). The analysis also includes a data review of party spending in parliamentary campaigns. Through these methods, the analysis finds that both candidates and professional political consultants increasingly view political campaigns as important. Professional consultants play a significant role in campaign preparation and management in all parties, with major functions implemented by external campaign professionals being related to marketing strategies and communication management. Furthermore, contemporary Lithuanian political campaigns are often permanent and centralized, using a variety of marketing tools and instruments to research the electorate and prepare advertising campaigns and messages. The study concludes that Lithuanian election campaigns are gradually becoming more professionalized across all parties. However, the degree of professionalization varies depending on the financial and human resources available to specific party campaigns.

Keywords:

• campaign communication
• campaign professionalization
• Lithuania
• political campaigns
• political marketing

Additional information

Notes on contributors

Ingrida Unikaitė-Jakuntavičienė

Ingrida Unikaitė-Jakuntavičienė is an associate Professor in the Department of Political Science, Faculty of Political Science and Diplomacy, Vytautas Magnus University, Lithuania.