Polityka z twarzą : personalizacja parlamentarnych kampanii wyborczych w Polsce w latach 1993-2011

The main goal of this study is the verification of a hypothesis/idea of centralized personalization during Polish electoral campaigns. Because of its goal and implemented methodology, such research project is unique among research presented in scientific literature thus far. The work has a descriptive character; it is congruent with treatments from the field of political communication, combining approaches of communicology and political science, in that it expresses an attempt to include in the analysis the circumstances of election campaign personalization and factors specific to mediacentric and political -scientific perspectives, as well as because of the fact of recognizing media content in political party communication. Election communication research includes six Polish parliamentary elections from the years 1993—2001. Along with an analysis of communiqué contents, published in information media, as well as communiqué prepared by political subjects contending in the elections, basic analysis methods within the study are historical-comparative and statistical data analyses. The specific objectives of the treatment are: — Description of circumstances of the political communication personalization thesis on the level of mediatization of politics and political campaign professionalization theories; — Analysis of the trend occurrence and characteristics of the electoral campaign personalization trend based on empirical research conducted in western-European parliamentary democracies; — Recognition of conditions of electoral campaign personalization in parliamentary elections in Poland; — Analysis of the trend occurrence and characteristics of media personalization in Polish electoral campaigns based on opinion-forming press research; — Analysis of the trend occurrence and characteristics of strategic personalization in Polish electoral campaigns based on political TV advertisement research