Between invisibility and ubiquity: The paradoxical emergence of political communication professionals in Swiss election campaigns from the 1940s to the 1980s
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2020
- ISIDORE Id: 10670/1.884fc3...
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Zoé Kergomard, « Between invisibility and ubiquity: The paradoxical emergence of political communication professionals in Swiss election campaigns from the 1940s to the 1980s », Les Enjeux de l’information et de la communication, ID : 10670/1.884fc3...
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The emergence of political communication professionals in the second half of the twentieth century in Switzerland is a little known and largely underestimated phenomenon. Swiss politics was long thought of as largely unprofessionalized, particularly before the 1990s. However, the study of the election campaigns of the first decades after the Second World War shows how an initial generation of publicists and pollsters gradually established its legitimacy among political parties, notably by claiming to provide responses to feelings of democratic “malaise.” At the same time, in order to stand out from each other, the parties stigmatized their competitors’ professionalization, and even “Americanization,” while obfuscating their own reliance on different forms of expertise in political communication.
