The level of market-orientation of political parties in Greece

Since the early 1990s, political communication in Greece has undergone a period of major transformation. Important changes in the Greek and international environment, which began in the mid-1980s, ushered Greek political communication into a ‘modernization’ phase, whose key characteristics are the blurring of ideological differences between the parties of government and the domination of marketing, professionalization and the media (Negrine and Papathanassopoulos 1996, Yannas 2002). Political marketing strategies and techniques were gradually adopted, primarily in promotional activities but also in product design based on polls.