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Hybridization comprises the fusion of country- and culture-specific election campaigning methods with contemporary styles and techniques. Originally deriving from biology, where the term hybridizations denotes the process of combining different varieties of organism to create a hybrid, the term is transferred to the field of political communication when a hybrid election campaign arises. One main aspect of this concept is the emphasis on an international comparative perspective. In Globalization theory the term hybridization means the ongoing blending of cultures, which denotes in political campaign communication also the blending of political cultures. Characteristics Hybridization in political campaigning is concerned with the diffusion of political communication practices “mediated by cultural factors and accentuated by specific institutional arrangements” and “where country-specific, traditional modes are supplemented with select features of transnationally traded modern practices" Influence factors An important role in the development of campaign practices plays the political culture in the specific country. This culture finds expression in the relationship between political culture and political communication as organizing framework for comparing political systems The three key dimensions are the relationship between the media and the political system (e.g. regulations for political ads on TV), the norms that define roles and function of media for society (e.g. publishing of delicate private details of candidates) and relationship between citizens and political system (e.g. political fatigue) In the process of hybridization “new technologies and techniques are adapted and blended together with preexisting modes of campaigning” Although the rise of the Internet, for example, lead to a variety of political websites of candidates, the preexisting norm of how personal a candidate is shown in campaign, i.e. whether there are information about the personal life of the candidate or not, remains decisive for the shape of the website. Contextual constraints There are several influence factors which determinate the way of hybridization, which practice is applied and which not. For example there are no candidate debates in Japan because in the culture-specific background there is a norm which stands for less confrontation between the candidates. Institutional arrangements are, e.g., party-specific working methods, cultural traditions include for example the importance of political life and private life of president candidates for the public. Other contextual constraints for campaign styles are illustrated in regulatory frameworks like laws against specific campaigning methods like data mining and the media environment itself like the availability of free air-time on television. Mediating factors in specific countries which influence campaign practices can be characterized as institutional and regulatory factors in three important areas: Electoral system, party system and Mass media|media system. The following table shows the most important factors shaping the way of hybridization: Electoral system Party system Media system Types, levels and frequencies of elections Number of parties Dominant type of broadcasting system Election laws Fragmentation scores Possibility to buy air time on TV Candidate or party vote Party identification TV consumption Public vs. private funding of campaigns Party system polarization Daily newspaper reach Modus of voter registration Strength of parties Attitude of journalists towards politics Table 1:Mediating system factors Those factors shown in the table interact and shape the way of how the hybridization is practiced in a specific country and the cultural and practices of the existing campaigning culture in that country matter as well. The three top categories Electoral, Party and Media System show in which area the campaign practices are influenced. For example, data privacy protection is a high value in German society and law so the campaign practice of data sourcing is highly frowned upon there. == Earlier approaches == The shift and changes in political campaigning in different countries have been visible for a long time and there have been different explanations in research. 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「Hybridization in political election campaign communication」の詳細全文を読む スポンサード リンク
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