Valgkampsstrategier ved Europaparlamentsvalget 2014: Opdaterede udgave

Adam Nerup Hjelt, Rikke Simone Jørgensen & Karoline Kildeby Nielsen

Studenteropgave: Semesterprojekt


This project centers on a comparative research of Dansk Folkeparti and Radikale Venstres political campaigns for the Danish European Parliament election 2014, in which the focus lies on establishing why Dansk Folkeparti had such a successful election. Our project is structured around a methodical approach where the focus of the analysis is on the organiza-tional-level (meso-level) and the personal level (micro-level). Our analysis is focused around a research of the discursive elements in each of the election programs and further-more we draw on segmentation theory, where our focus is Henrik Dahls Minerva-model and the communication theory of Philippe Maarek. In addition to this, the analysis is based on the visibility of each party in the election campaign, to substantiate this we have con-ducted a survey. The micro-level of our analysis is centered on the theory of “The Political Superbrand”, a theory created by Mads Christian Ebbesen and Bo Bredsgaard Lund. The theory lists six areas in which a politician must be strong and if he or she is successful in this, the politician will strengthen his or hers “Superbrand” and thereby gain more influence and more votes in the election. We can conclude on the basis of the project that there is a significant difference in the stylistic level in each of the political programs, as well as in the segmentation strategy. Furthermore we find that Dansk Folkeparti was far more visible than Radikale Venstre in the election, in which we further, concludes, on the basis of “The Political Superbrand”, that Morten Messerschmidt was more successful than Morten Helveg Petersen.

UddannelserBasis - Samfundsvidenskabelig Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato17 dec. 2014
VejledereJesper Dahl Kelstrup


  • Valgkampsstrategier
  • Radikale Venstre
  • Dansk Folkeparti