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How to reach the voter? Advertising communication strategies on the internet in the 2023 general election
Abstract
RESEARCH OBJECTIVE: The aim of this article is to present the results of the analysis of media messages and to indicate the communication strategies adopted by election committees in the 2023 parliamentary elections in Poland.
THE RESEARCH PROBLEM AND METHODS: The research problem is to indicate the specificity of targeting advertising messages in the 2023 parliamentary elections in Poland, taking into account their personalised nature and resulted from the specificity of the analysed phenomenon. Quantitative research, comparative analysis of statistical data and secondary research results, qualitative and quantitative analysis of the content and persuasive potential of the messages were used.
THE PROCESS OF ARGUMENTATION: The argument consists of three parts. The aim of the first is to show the increasing role of social media in the electoral communication process on the example of opinion polls and statistical data analysis. Further considerations focus on the analysis of the costs associated with the online promotional activities of committees. The third focuses on presenting the specifics of personalisation of advertising messages and consistency of activities in the context of election slogans.
RESEARCH RESULTS: The article presents the author’s analysis of the online advertising strategy of election committees in the 2023 parliamentary elections. It allowed for the conclusion that committees, aware of the escalating role of the Internet in electoral messages, not only increase financial outlays on this medium, but also adjust the means of persuasion in order to personalise messages.
CONCLUSIONS, INNOVATIONS, AND RECOMMENDATIONS: The generational change of voters has influenced the intensity of online advertising messages. For the first time, online advertising and the possibility of personalising messages in electoral content were used on such a scale. It is not only the long-established indirect nature that has become a characteristic feature of advertising messages, but also the participation of communication intermediaries.
Keywords
parliamentary elections; ; voter; ; advertising; ; audience perspersonalisation techniques;ues
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