With the introduction of the first TV duels between the two top-candidates in German history of television in , many observers came to the conclusion that there is a transformation of "national elections" to "chancellor elections. One of the much-discussed is the spill-over of Americanization from German society to the politics. But what means the Americanization of German election campaigns and which characteristics can be found?

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Or have these developments rather to be seen as a modernization-process that has occurred at first in the United States? The goal of the following work is to discuss and debate these questions, and subsequently to analyze the level of Americanization on the basis of the developments in television-debates ahead the German Bundestag elections. To reach this, the paper starts with an overview of Americanization as a cultural transfer process followed by a discussion of the characteristics of Americanization in the political communication.

Thereafter the question of modernization or Americanization is reviewed. The second chapter examines the history of television debates in the.

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Americanization in election campaign communication

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Start reading Americanization of the German election process on your Kindle in under a minute. Throughout changes in campaigning, professionalization is the production of electoral content with marketing methods. Other aforementioned strategies can be merged in the orientation towards the medium television: Campaigns contain political events especially designed for the media, where politicians offer emotions and pictures for the camera.

This phenomenon is also called de-ideologization, which means strategic orientation of campaigning being geared to marketing policies.


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When looking at Americanization there are two different points of view, which differ in the way Americanization processes work. The first one is the diffusion approach, which considers Americanization as a directional, one-way process. In this perspective the high increase of US-American strategies of electoral campaigning is based on voluntariness of other countries in applying them.

Americanization of the German election process

The development towards US-American structures in election campaigning is a result of this change, but not the reason of it. Americanization is a sub-category of modernization, as Swanson and Mancini define:. Furthermore the term modernization is often used as an alternative to Americanization to emphasize that changes in political communication around the world are not only created by the U.

In this point of view the term modernization replaces the term Americanization.

Americanization of the German election process

It also lumps together many dimensions of change — technological, cultural, political, and economic — that need to be distinguished [ In addition to the two different uses of the term modernization relating to Americanization, some studies use modernization as a synonym for Americanization. Characteristics of Americanization in election campaign communication can be found in different countries all over the world. Researchers discovered in the parliamentary election of in Great Britain similar campaign strategies of Tony Blair for New Labour and Bill Clinton. Studies talk about a Clintonization of political communication practices.

Since , American political consultants have functioned as advisers during various election campaigns in Israel.


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    6. The concept of Americanization in election campaign communication has been criticized in different ways. In one point of view, critics argue that there are indeed changes in campaigning worldwide, but decline the term Americanization:. Despite all the differences in the concrete campaign procedures, similarities are also observed [