Article

The globalisation process of electoral campaigns: from Americanization to professionalization

Abstract

In the last twenty years electoral campaigns it has been seen a transformation of electoral campaigns from tv meetings and doctrinal controversies, the confrontation of images and ideological persuasion to a new landscape of marketing polls. The phenomenon is registered in places as diverse as UK, Korea, Guatemala, Peru and Spain. There is no doubt that democratic processes have undergone several transformations as they have media terminology and marketing technical terms to the political discourse. The United States where the first on experimenting these changes, which then expanded their campaign models to several democracies worldwide. These series of transformations on electoral rallies are called, without distinction, as americanization processes, profesionalization, modernization and globalization.