page_title: Hybridization in political election campaign communication
section_title: Earlier approaches
hierarchical_section_title: Hybridization in political election campaign communication / Earlier approaches
caption_attribution_description: English: The picture shows the developmemt of theoretical approaches in election campaigning communication research.
context_page_description: Hybridization comprises the fusion of country- and culture-specific election campaigning methods with contemporary styles and techniques. Originally deriving from biology, where the term hybridizations denotes the process of combining different varieties of organism to create a hybrid, the term is transferred to the field of political communication when a hybrid election campaign arises. One main aspect of this concept is the emphasis on an international comparative perspective. In Globalization theory the term hybridization means the ongoing blending of cultures, which denotes in political campaign communication also the blending of political cultures.
context_section_description: The shift and changes in political campaigning in different countries have been visible for a long time and there have been different explanations in research.
caption: Evolution of theoretical approaches
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