“Political Competition and Issues Agenda Setting in European Parties: A Comparative Multivariate Analysis of Political Marketing Strategies in the 2024 European Elections”

Authors:

Georgia Panagiotidou, AUTH/HOU, Neoi Epivates Thessaloniki 57019, 6973692700, gvpanag@polsci.auth.gr, panagiotidou.georgia@ac.eap.gr

Vasiliki Bouranta, AUTH/HOU, Trilofos Thessaloniki 57500, 6942618774, vickybouranta@gmail.com bouranta.vasiliki@ac.eap.gr

JEL Classifications: C38, D72, M31.

Keywords: political marketing; marketing mix; political competition; pre-electoral campaign; European elections

Abstract:

Political marketing has evolved significantly over the years and has become a crucial aspect of every pre-electoral campaign. It encompasses more than just communication methods and public relations, extending to all aspects related to political behavior, whether of individuals or political parties. According to Bigi (2017), political marketing provides theoretical frameworks and methodologies for analyzing voter behavior, as well as the positioning strategies of political parties and candidates (Blumenthal, 1980; Nimmo, 1999; Sparrow & Turner, 2001).

According to the theoretical framework, any marketing campaign- including pre-electoral political campaigns- is typically structured around a marketing mix, which consists of 4 Ps: product, price, place, and promotion. In this context, the "political product" includes the party, its candidates, their image, and the electoral program (Farrell & Wortmann, 1987; Shaw, 1994). The "price" is the vote sought from the electorate. Distribution pertains to how well the party is organized and how its campaign activities are implemented at both national and supranational levels. Promotion refers to the communication strategies used to engage voters (Bigi, 2017).

This study examines the political competition and political marketing strategies of European parties in the 27 member states of the European Union, in the context of the 2024 European Elections. We collected and analyzed data that includes the positioning of parties on four main axes of political competition: 'Left-Right', 'Liberalism-Authoritarianism', 'European Cooperation-National Isolation' and 'Modernization-Conservatism'. Additionally, we collected data regarding the promotion media used during the election campaign, such as television, radio, internet, and social media, as well as the extent to which parties incorporated various issues into their agendas.

Using Hierarchical Cluster Analysis and Multiple Correspondence Analysis, the axes of party competition are calculated in relation to the media used and their agendas, aiming to identify distinct typologies of European parties. This analysis seeks to gain a deeper understanding of the political behavior of parties in comparison with both national and European contexts, as well as to explore any convergences or divergences that arise from the application of different marketing strategies. Finally, the study investigates the impact of issue agenda-setting and the positioning of the political product on electoral strategy.