Professionalization and Personalization in Dutch Political Campaigning

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.