Leszek KURAS: Media and political marketing

The article presents what political marketing is and what role it plays in electioneering. The author concentrates on showing that politician behavior is often only a game, a trick which has to attract the electorate. The issue of media impact on election campaign (its character and process) is also taken up. The role of mass media seems to be essential because, nowadays, the most important thing in campaign is the candidate’s effigy. It means that triumph in elections is created by the way of presenting ideas and opinions, not by the ideas and opinions themselves. People do not notice significant differences in various contents which are presented by politicians, but they do pay attention to candidate’s behavior, personality and his way of living. The connection between mass media and statesmen is mutual. Politicians can present their achievements and views through media and thanks to them. On the other hand media have got material on news thanks to politicians’ behavior.