Kommunikationsforum: The Failure Of The Target Group

By Christian Madsbjerg & Rasmus Bech Hansen, November 15, 2001

Despite the recent criticism of the rise of spin doctors in Danish politics, the problem is not that political communication is being professionalized—the problem is that it is not professional enough. By relying on target-group analyses, the political parties end up trying to “sell” the same political message, which makes it difficult for voters to differentiate between the parties’ platforms.

The authors explain what the parties should do instead: “The central point is, according to recent research on communication and companies that work professionally with corporate identity, it is necessary to understand one’s own standpoint before trying to communicate it. It is only possible to communicate credibly if it is clear what the company’s or the organization’s true starting point and personality is.”

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