8Jarosław Kaczyński and Frank-Walter Steinmeier: A Door Opener and a Sober Problem Solution

Although this book does not pursue a social sciences informed take on meaning-making in campaign commercials, Trent and Friedenberg’s (1991) differentiation of incumbent and challenger strategies provides a suitable starting point for the following two analyses. The campaign commercials in question are from the two major political opponents of the parties of Donald Tusk and Angela Merkel: the Polish Law and Justice party [Prawa i Sprawiedliwość] (PiS) and the Social Democratic Party of Germany [Sozialdemokratische Partei Deutschlands] (SPD), who were promoting their respective candidates Jarosław Kaczyński and Frank-Walter Steinmeier in the 2011 and 2009 ...

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