This course spells out the foundations of campaigning (as the prototype situation of political communication in general). We look at different theories and eras of campaigning by focusing on change. What has changes of the last decades when we look at political campaigning? This includes changes on the citizen level as well as technical and technological changes. What are the challenges campaigning is facing nowadays? After theoretical and conceptional input we will zoom into the German election campaign 2025 and discuss strategies for different parties. We will talk to media experts as well as digital campaigners, strategists, pollsters and consultants.
Instructor
- Andrea Römmele , Dean of Executive Education and Professor of Communication in Politics and Civil Society