Party Platforms and Voters

Lorenc Ligori

Abstract

In an election campaign the political parties present their platforms and the candidates. Party platforms are often detailed and cover a range of specific issues. In principle they help citizens to make the right choice. But various scholars today are asking the question, is it effective to build an election campaign on party platforms? The campaign that focuses mainly on the party platforms, assumes an educated voter, who can and wants to get acquainted with the platforms, and who is able to judge and reach a fair conclusion. Assuming there is such a voter, the question may be asked that given the intensity of daily life nowadays, does the voter have time to do so? And further, is there enough time during the campaign for the parties to explain and convince the voters of a set of issues which are included in a party platform? Even if the answers to these questions would be "yes", another question arises: the candidate or-platform, or more broadly the party leader or political platform? Recent election campaign experiences in various democratic countries demonstrate an increased interest in the importance of the role of the leader in the decision-making of the voters. Various studies show that other variables are also very important, such as the social and economic situation, the level of development of democracy, political traditions, party system, culture of political communication in a society, etc. An important component is the legal framework. Thus, for example in a majority system, the candidate may have an advantage over the party platform. The opposite may be true in a proportional system with party lists. The combination of the above variables is also very important. Therefore, the issue of the importance of party platforms in an election campaign should be viewed in consideration of all other factors. Party platforms are obviously important in an election, but their effect depends on the political, social and economic context in which the elections take place. Keywords: election, platforms, leaders, voters.

Presentation