Communication analysis on the example of election campaign: phrases and whitewashing


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Communication in the election campaign - a perennial topic. And as always, not every party is happy with the result. And the first words after that are meaningful, at least from a communicative perspective.

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Stefan Häseli Stefan Häseli Portrait 1_quadrStefan Häseli is an advisor for organizational development.

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Clear results - clearer communication

Winners and losers emerge in every election campaign. One time more clearly, the other time less clearly.

Example Bundestag Election 2017: In purely mathematical terms, an enormous shift in the result. Far away from politics, such clear results are usually accompanied by even clearer communication. From kommunikativonsperspektivischer point of view so very exciting.

The first disillusionment

Seldom does a party attribute its loss as openly as the SPD that evening. The party representatives do not talk about the bush and speak of a clear defeat - whereas most parties operate whitewashing already in the first step.

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Quite often used phrases like "we obviously did not manage to convince the voters" came surprisingly little. It just didn't have to be said anymore.

Tactics: Distraction

If the first shock is digested, the policy gene breaks down again in the SPD representatives. Spasmodically trying to direct the next choice 2021.

“After the election is before the election, we go into the opposition and we will…”. At least the party makes it clear what you shouldn't talk about and has nipped the coalition negotiations in the bud.

Victory and defeat

The second, formerly large party - the CDU - was far less glorious, from a communicative point of view. The profit to the chancellor is not likely to weigh the massive loss of the party.

They fall back on the communication verdict: the well-known phrases. "We accept and take the electoral mandate seriously and it is our responsibility to address all those we have not succeeded in this time." As if the election campaign was still going on.

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Empty phrases

Not only is the CDU big in phrases, the AfD also speaks in the campaign mode of "now must ..." and "now will ...". When asked about it specifically by journalists, the record remains “We will be a tough opposition. " hang.

Here the beginning of the end begins communicatively. The similarity to established parties is growing. A lot can talk about everyone, but it must ultimately also be put into action so as not to end up as a loser.

A clever election campaign

The FDP was clearly delighted. A consistently clever election campaign is now also evident in their figures. Not just the 5% hurdle, but even over 10%.

At the end of the talks, however, supposedly virtuous modesty: "We are ready to take responsibility". With a "we would like to ..." one could almost believe the statement a little more.

Shining with constancy

The electoral evening with the Greens and the Left was quite usual. There were hardly any differences to previous elections.

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Whether the program during the election campaign, the results in itself or the comments afterwards. Everything was little innovative, but a pleasant constant of the evening.

The voters win back

As an old Democrat, I would really like to approach the AfD with seriousness in order to fulfill the wishes of most parties to keep them in check.

It is undisputed that it could score above all because several hundred thousand people have the nose of the empty promises of the remaining parties. The way back to people leads through actions.


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  1. Thomas Eggert

    Communication analysis on the 2017 federal election: empty phrases & whitewashing by
    Stefan Häseli

    via @berufebilder - Highly recommended HHeBvuBGtJ

  2. REGIS GMBH

    Communication analysis on the 2017 federal election: empty phrases & whitewashing by
    Stefan Häseli

    via @berufebilder - Highly recommended 5r9I3t8w6N

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