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Wahlkampf im Kontext
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Anhand der wohl umfangreichsten Plakatdatenbank fr Landtagswahlen zwischen 1998 und 2013 zeigt Christina Rauh: Wahlkampfkontexte wie eine steigende Arbeitslosigkeit haben einen messbaren Einfluss auf die Wahl der Kampagnenstrategie. Das Buch gibt umfangreiche Einblicke in Themen und Muster positiver und negativer Plakatwerbung von 264 Kampagnen aus 58 deutschen Wahlkmpfen. Es zeigt darber hinaus Wege auf, die Wahlkampfforschung zuknftig strker an Theorien rationaler Whlerkalkle auszurichten. So kann ein Modell der rationalen Kampagnenfhrung abgeleitet werden: Vertrauens- vs. Kontrollkommunikation sind seine beiden idealtypischen Strategien.
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