Characteristics of Political Discourse during the Election of 28 June 2009 in Albania

The elections of June 28, were the elections that for the first time in Albania allowed application of powerful political advertising. Given that the two main parties can afford not only to have the volume and an intensity marketing, but also to have reconciled the best experts in the world in this field, named Mark Penn and Arthur Finkelstein as strategists of both parties main. In terms of political message the three main parties which also carries a professional electoral campaign, the Democratic Party, the Socialist Party and the Socialist Movement for Integration, had much better outlined and countoured the campaign lines. In this paper will dwell in analyzing the elements that built the campaign of the main parties in the country.Democratic Party as the ruling party held in most of time a positive message being proud of the government balance until then and highlighting achievements motivate reconfirmation of the mandate. Socialist Party swayed more by negative campaign highlighting problems, failures and scandals of the government of the Democratic Party, while the Socialist Movement for Integration party was based more on an issue like the economic crisis, and the leader of the political force wanting to portray it as a man with a plan.Max Weber says: "At the beginning of this century politics is shifting towards a linguistic war, by distructing public and journalists in this war will affect their writings opinion (Weber 1992: 33-34). In fact, more than a conftonting of political alternatives, the campaign was like a festival where different parties competing to reconcile in an exclusive waz, known artists to organize the the most reachable spectacle. DOI: 10.5901/ajis.2015.v4n2s2p21