Campaigns’ Structures and Strategies

Authors: Elsheikh, D.

Publisher: Palgrave Macmillan

This chapter gives an overall understanding of how each of the five studied campaigns were planned and implemented. The chapter does this by deconstructing the campaigns into structures (hardware) and strategies (software) applying the professionalisation index as the main framework. By structures, the chapter gives an insight to campaigns’ staff, management style, campaign’s premises, and degree of externalisation, internal communication, feedback, opposition research, campaign duration, and budget. By strategies, the chapter gives an insight to each campaign’s strategies regarding voters’ targeting, narrowcasting activities, free media, paid media, debates, internet and social media, campaigns’ activities, and degree of personalisation inside each campaign. The chapter will start by discussing the two top campaigns, those of Morsi and Shafiq; then Aboul Fotouh’s and Moussa’s campaigns which were expected from the public opinion polls to be the top two candidates, yet who were the last of the winners; and finally discussing Sabahi’s campaign which was considered as the election surprise or the election’s dark horse since he got the third rank although he was seen—especially at the beginning of his campaign—to have almost no chance.

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