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Americanization in election campaign communication is the adaptation of particular, successful election campaign elements and strategies, first developed in the United States, in other countries. Two main characteristics of Americanization are the instrumental relationship between politics and media and the professionalization of election campaigns. The campaign techniques can be applied or adapted to different extents.〔Kamps, 2000, p. 13 * Schulz, 1997, p. 378 * Kleinsteuber, 2004, p. 75 * Mancini & Swanson, 1996, p. 5f.〕 Since the concept was established in the 1970s and 80s, many recent studies have criticized and disproved the idea, because it neglects the different adaptations and variations of election campaigns between countries. Researchers arguing against the appropriateness of the concept Americanization point to the concepts of hybridization and modernization of election campaigns worldwide, which act as oppositions to Americanization.〔cf. Mancini & Swanson, 1996, p. 4.〕 Furthermore there is a wide range of studies about Americanization in election campaign communication, which use the term in slightly different ways. For example the term is applied to different groups – such as politicians, media or electorates.〔cf. Donges, 2000, p. 28.〕 == Characteristics of Americanization == Americanization in election campaign communication contains different characteristics concerning the levels of campaigning. The main aspect is the modification of political action towards the logic of media, as happened in American election campaigns. This means for example that politicians fit their appearance to the rules of television.〔cf. Donges, 2000, p. 28.〕 In most research literature professionalization is mentioned as the main characteristic of Americanization. Professionalization is subordinated to the level of organizations and does therefore concern the terms of campaign condition more than the actual campaign contents. Throughout changes in campaigning, professionalization is the production of electoral content with marketing methods.〔cf. Kamps, 2000, p. 18.〕 Other aforementioned strategies can be merged in the orientation towards the medium television: Campaigns contain political events especially designed for the media, where politicians offer emotions and pictures for the camera. Therefore the whole event is stage-managed; the politician is in the focus of attention – less the content of the parties’ election program. This phenomenon is also called de-ideologization, which means strategic orientation of campaigning being geared to marketing policies.〔cf. Kamps, 2000, p. 18.〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Americanization in election campaign communication」の詳細全文を読む スポンサード リンク
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