
Contents
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Introduction Introduction
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Political Campaigning and the Constraints of the Dutch Political System Political Campaigning and the Constraints of the Dutch Political System
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Electoral System Electoral System
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Party System Party System
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Institutional Structure Institutional Structure
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Media System Media System
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Recent Campaign Research Recent Campaign Research
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Campaign Financing, Political Advertisements, and External Consultants Campaign Financing, Political Advertisements, and External Consultants
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Personalization Personalization
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Data-Driven Campaigning and Microtargeting Data-Driven Campaigning and Microtargeting
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Negative Campaigning and Demonization Negative Campaigning and Demonization
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Disinformation and Conspiracy Theories Disinformation and Conspiracy Theories
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Where to Go from Here Where to Go from Here
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References References
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24 Professionalization and Personalization in Dutch Political Campaigning
Get accessAnnemarie Walter, Assistant professor at the School of Politics and International Relations, University of Nottingham
Philip van Praag, Retired associate professor at the Department of Political Science, University of Amsterdam
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Published:23 January 2025
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Abstract
Political system characteristics shape the opportunity structure for political campaigning in the Netherlands. Traditionally, parties have considerable freedom in how they campaign. In times of electoral uncertainty and media logic, where media not only report but also actively influence campaigns, parties’ campaigns have become more offensive and professional. Free publicity, including in election debates and on talk shows, remains an important avenue for parties’ political campaigning. The purchase of political advertising on television and social media, the hire of external consultants, and the use of voter data for microtargeting have led to parties’ growing need for money. Parties’ lack of financial transparency, acceptance of foreign donations, and aggressive campaign practices—such as uncivil negative campaigning, demonization, and the spread of disinformation—and their lack of transparency on advertising strategies, including microtargeting, are challenging the integrity of the electoral process. Consequently, new legislation limiting campaign donations, banning foreign sponsorship, increasing transparency on campaign financing and spending, and introducing rules on digital campaigning, including microtargeting, is about to change parties’ opportunity structure. The question is how this will impact parties’ political campaigning.
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