Consumption of Greek Political Messages: A Qualitative Approach of the Case of the Greek Political Market

Abstract

AbstractElectorates, politicians and researchers consider that issues concerning political messages are significant in electoral campaigns, although the evidence for the particular argument is delicate. A consideration of electorates’ recall of concerns reviewed in their national election campaign exposes that few voters can accurately distinguish the vital matters regarding political messages. Correspondingly, the specific research is developed primarily on the hypothesis that the voter consumes the communication, and thus, the ideological output that is produced by the political activities. In this manner, the paper attempts to find out how the average voter, “consumes” that political message. The specific timing was favored, in order to gain the deliberation of a clear electoral output and thus, to accomplish a sufficient analysis of the political messages. Accordingly, this pilot study follows a qualitative approach, by gathering and analysing qualitative data through the use of 2 focus groups and through the use of content analysis on political messages of the five bigger parliamentary parties during 2023’s elections in Greece (July 2023), following the two electoral contests. Each of the groups was consisted of 5 Greek citizens with electoral rights and a coordinator and is part of a broader study that aims to investigate the voting behaviour of Greek Voters and thus, to examine the consumption of political Marketing. Beyond the favorable timing, another reason for which the Greek case was preferred, is the fact that there is a favorable ground for the particular field. The particular fact means that many aspects concerning the Greek political communication and thus, the behaviour of Greek voters is largely unexplored the specific period of time. Accordingly, the particular research involved the analysis of the central messages. The paper concludes that, even if voters are encoding and decoding political messages, in a relatively unique manner, they do not consume those political messages in the same way and with the same sensitivity and the same criteria. The outcome of the particular research could provide a feedback for future communicational intentions to political parties, as well, as the Greek voters.