Morozova Yelena

№ 2, 1999

• FROM THE AMATEUR TO THE PROFESSIONAL STYLE: THE EXPERIENCE OF THE WESTERN POLITICAL CONSULTING

  Having analysed the main stages of the development of political consulting in Western countries on the example of France and the USA, and the specific characteristics of the professional activity of political consultants the author comes to the conclusion that regardless of all the differences between national models of political consulting, its introduction into the electoral process resulted in the formation of a new style of political life. The main characteristic features of this style are: (a) the leading role in the electoral campaigns no longer belongs to political leaders and party bosses, but to independent consultants and managers; (b) the political struggle became "personalised" and "deprogrammed"; (c) serious marketing research lay the basis for electoral campaigns; (d) the mass media potential, and in the first place, that of TV is widely used.

  DOI: 10.30570/2078-5089-1999-12-2-20-39

  Pages: 20-39