Abstract

To restructure and systematize the concept of personalization, in this study we introduce a two-dimensional and relational typology of personalization of political representation, comprising a horizontal as well as a vertical dimension, and put it to an empirical test. We concertedly utilize content analyses of political newspaper and television coverage as well as of party press releases during the 2008 Austrian election campaign. With regard to the Austrian case, the findings outline that personalization of political representation is not a universal phenomenon; it rather appears as a context- and logic-sensitive communicational phenomenon. Political public relations shows significantly higher levels of horizontal as well as vertical diversification than the media by being more individualized and less monopolized by leaders and executive elites. Additionally, political representation in the tabloid press is more personalized than in quality papers, and the communication of catch-all parties is more individualized than of niche parties.