Media Communication and Personality Marketing: The 1994 German National Election Campaign 1

This article concentrates on the parties' organisational and strategic techniques for the German national election campaign 1994. By analysing the parties' approaches for the set-up of the campaign, it is argued that modern media usage and personalised strategies will increasingly prevail in modern election campaigns. Moreover, the article confirms the persistence of a still-existing electoral gap in terms of communicational habits between east and west Germans. While some parties attempted an identical campaign throughout the country, they were forced to complete their activities by adopting techniques exclusively used in the east.