Journal Article

The “Revival” of PiS: The Transformation of Campaign Strategies from the Kaczyński Twins to Andrzej Duda

Stolfi, Melissa

2024

Overview

The paper analyzes the campaign strategies of the “Prawo i Sprawiedliwość” (PiS) political party during the Polish elections from 2009 to 2020. It examines how the gradual modernization of communication strategies and the adoption of a less aggressive narrative contributed to the party’s revival after a decline in support caused by the political crisis of 2007 and the death of leader Lech Kaczyński in 2010. The research aims to identify the changes in campaigning that contributed to regaining electoral success since the 2015 national elections. The analysis is based on audio-visual materials produced by PiS for the elections during both the “crisis” period (2009-2013) and the “revival” period (2014-2020), allowing for a comparative analysis of the main changes between these two periods. Through content analysis of these materials, the study investigates the topics, genres, formats, national and European dimensions, personalization strategies, and use of negative advertising.

• Publisher: Institute for Research and European Studies - Bitola,Institute for Research and European Studies
• Subject: Advertisements / Advertising / Asylum, Refugees, Migration as Policy-fields / Audio-Visual / Audiovisual materials / Campaigning / Campaigns / Candidates / Civil Society / Communication / Communication strategies / Communication studies / Comparative analysis / Comparative politics / Content analysis / Corruption - Transparency - Anti-Corruption / Customization / Discourse strategies / Elections / Electoral systems / EU-Approach / EU-Accession / EU-Development / European studies / Governance / Government/Political systems / History and theory of political science / Inter-Ethnic Relations / Media studies / Methodology and research technology / Modernization / Narratives / National elections / Negative campaigning / Peace and Conflict Studies / Personalization / PiS / Polen / Polish Elections / Political advertising / Political behavior / Political crises / Political economy / Political parties / Political psychology / Political Sciences / Political Theory / Politics / Politics / Political Sciences / Politics and communication / Politics and Identity / Politics and law / Politics and society / Politics of History/Memory / Propaganda / Social networks / Social Sciences / Strategies / Television sets / Theory of Communication / Transformation / Twins / Visual Politics / Voters / Welfare systems