{"id":1554,"date":"2022-02-20T13:00:48","date_gmt":"2022-02-20T13:00:48","guid":{"rendered":"https:\/\/www.wahlkampfanalyse.ch\/?p=1554"},"modified":"2022-02-20T13:00:48","modified_gmt":"2022-02-20T13:00:48","slug":"zehn-jahre-vorlesung-in-politischem-marketing","status":"publish","type":"post","link":"https:\/\/louisperron.com\/de\/zehn-jahre-vorlesung-in-politischem-marketing\/","title":{"rendered":"Zehn Jahre Vorlesung in politischem Marketing"},"content":{"rendered":"<p>Letzte Woche unterrichtete ich am Institut f\u00fcr Politikwissenschaften an der Universit\u00e4t Z\u00fcrich meinen Blockkurs in politischem Marketing. Seit mehr als zehn Jahren findet einmal pro Jahr dieses Seminar statt. Es ist ein guter Anlass, dar\u00fcber zu reflektieren, was sich w\u00e4hrend den zehn Jahren ver\u00e4ndert hat.<\/p>\n<p>Ich nehme es gleich vorweg: die strategischen Grundpr\u00e4missen f\u00fcr erfolgreiche Kampagnen haben sich nicht ver\u00e4ndert. Was Joseph Napolitan vor einem halben Jahrhundert \u00fcber erfolgreiche Kampagnen gesagt hat, stimmt nach wie vor:<\/p>\n<p><em>Es gibt drei einfache Schritte, jede Kampagne zu gewinnen: 1) entscheiden, was man sagen will, 2) entscheiden, wem und wie man es sagen will, 3) sagen, was man sagen will.<\/em><\/p>\n<p>\u00dcbrigens hat auch Corona daran nichts ge\u00e4ndert. Daf\u00fcr hatte die Pandemie aber Auswirkungen auf der taktischen Ebene der Instrumente, wie ich <a href=\"https:\/\/www.wahlkampfanalyse.ch\/wahl-und-abstimmungskampf-in-zeiten-von-corona\/\">in einem fr\u00fcheren Blogeintrag<\/a> diskutiert habe.<\/p>\n<p>Der Kontext, in welchem Kampagnen stattfinden, hat sich hingegen sehr wohl ver\u00e4ndert: Das Medienkonsumverhalten ist diversifizierter und die \u00f6ffentliche Meinung volatiler geworden. Der Begriff &#8222;Fake News&#8220; wird zuweilen falsch und als Schlagwort verwendet, f\u00fcr die Auseinandersetzung in der Demokratie ist es aber eine echte Herausforderung. Das Vertrauen in die Demokratie, die Medien und in die Institutionen hat abgenommen \u2013 bei uns, aber noch viel st\u00e4rker in den USA und in Lateinamerika. Es ist heute einfacher, sich \u00fcber die sozialen Medien Geh\u00f6r zu verschaffen oder sich zu einem politischen Akteur aufzubauen. Und ein Student hat richtigerweise darauf hingewiesen, dass die Instrumente f\u00fcr eine professionelle politische Kommunikation leichter denn je zug\u00e4nglich sind (oder zuminst w\u00e4ren).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Letzte Woche unterrichtete ich am Institut f\u00fcr Politikwissenschaften an der Universit\u00e4t Z\u00fcrich meinen Blockkurs in politischem Marketing. Seit mehr als zehn Jahren findet einmal pro Jahr dieses Seminar statt. Es ist ein guter Anlass, dar\u00fcber zu reflektieren, was sich w\u00e4hrend den zehn Jahren ver\u00e4ndert hat. Ich nehme es gleich vorweg: die strategischen Grundpr\u00e4missen f\u00fcr erfolgreiche [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[203],"tags":[],"class_list":["post-1554","post","type-post","status-publish","format-standard","hentry","category-german-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Zehn Jahre Vorlesung in politischem Marketing - Dr. Louis Perron<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/louisperron.com\/de\/zehn-jahre-vorlesung-in-politischem-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zehn Jahre Vorlesung in politischem Marketing - Dr. Louis Perron\" \/>\n<meta property=\"og:description\" content=\"Letzte Woche unterrichtete ich am Institut f\u00fcr Politikwissenschaften an der Universit\u00e4t Z\u00fcrich meinen Blockkurs in politischem Marketing. 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