Page 121 - The Professionalisation of Political Communication Chaning Media, Changing Europe Volume 3

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Political Communication.qxd 5/1/07 15:06 Page 120

118 | THE PROFESSIONALISM OF POLITICAL COMMUNICATION

the field of political communication. The same applies with respect to other areas:
74.9% of all the elected members of Parliament stated that they were supported by
printers, 44.5% by photographers, and 25.8% by advertisers. These people provide
merely technical support. Only 6.7% have used professional pollsters, 4.9%, experts on
public relations and 3.2%,professional political consultants.(Chart 2)

Chart n.1. - In what percentage were you supported by paid professionals?

50 45,7 46,0
45
40
35
30
25
20
15
10 6,2
5 1,4 0,7
0
0 1%-25% 30%-50% 55%-75% 80%-100%
Percentage in which the candidate was supported

Chart n.2. - What kind of paid professionals did you use in 2001 campaign?

80 74,9
70
60
50 44,5
40
The Professionalisation of Political Communication
30 25,8
20
13,1
10 6,4 4,9 3,2 4,6 6,7
0
Professional Not professional Advertisers Typographers, Photographers Public relation Political consultans Telemarketing experts Pollsters
journalists journalists printers professionals

A very large percentage of those who were professionally involved in the campaign
came from the same region/town as the candidate, with whom they previously had
some sort of relation or familiarity. In contrast, the majority of pollsters came from other
regions and they got in touch with the candidates through party structures and
colleagues. When specific skills exist beyond the local environment, they need the sort
of recognition and reliability that may come essentially through party structures.

As Chart 3 shows, and this also reflects the view of the elected members of Parliament,
the role of those who were professionally employed in the 2001 campaign was purely
technical. Only 1.8% of the elected members of Parliament stated that their support
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