As an extremely important actor in modern politics，The main role of a political party in the beginning of the Western country is to act as an intermediary of the country and society。But，In the study of the politics of Western political parties，Research on political campaign was in a state of being ignored。For this，Martin Horp and William Miller have pointed out，"Compared with the election，The study of campaign activities is a major blank point in the literature "。The reason for this phenomenon is，On the one hand, the right to vote in Western citizens has not been expanded，or in the early stages of expanding，Number of people is not a very valuable political resource; on the other hand, in the early days of political development of Western political parties，Due to a strong sense of political party identity，Campaign has little effect on the results of the election。With the expansion of citizen's election right and alienation between Western political parties and people，The importance of political campaign activities is becoming more and more reflected。More importantly，With artificial intelligence、Big Data and algorithm's practice in the campaign of Western political parties and the exposed problems，Research on this field in recent years has also attracted much attention from academic circles。

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Generally speaking，The advancement of technology can always trigger changes in the political campaign mode。For example，The emergence of prints has widened political ideology; broadcast、The invention of the TV bet365 live casino games adds the intuitive feelings of voters for candidates; the generation of the Internet has changed the way of political communication。Current，Western political campaign mode has gone through three stages。With artificial intelligence、Big Data、Algorithm and other technologies，Western political campaign mode is developing to the fourth stage。

The first stage，​​roughly occurred in the early 20th century to the 1950s。Starting in the early 19th century，Printer is widely used in political communication。Western parties during this period usually represent the interests of specific groups，Therefore, Bet365 app download the relationship between party members and political parties is relatively close，Political parties have strong mobilization and call capabilities in the ideological field。At this stage，Political communication in the public domain is also based on party newspapers and other party publications，People are regarded as passive political participants。

The second stage，Roughly occurred in the 1960s and 1980s。At this stage, the emergence of this stage is promoted by popular media such as television，On the other hand, social changes have caused the fell out of favor of the traditional upper class and the weakening of class division。Due to the decline in the sense of identity and loyalty of political parties，Political parties not only need to use public media such as TV to mobilize the people，It also needs to sell their campaign program to voters。

Third stage，Also known as the "post -Ford" stage，"American campaign style"。This is because of，Different from the political party elections in the traditional European sense，The election politics in the United States is centered on candidates，Party faction is more role as a election label。With the use of digital technology during bet365 best casino games the election process，The organizational structure of the European party has also begun to change to the United States。Use of new communication technologies such as the Internet，Make Western campaign tools or mechanisms "professionalism" change，and the power structure of the party also began to transfer to leaders and external transfer。At the same time，The overall style of political campaign is also more commercial，Voters are defined as consumers，instead of loyal party members。

Fourth stage，That is the data -driven stage。The iconic start is that Obama uses social media to communicate directly with the public in the two campaign，Data -driven strategy，Use big data and algorithm for political campaign。This stage，Digital technology and data occupy the core position，Political candidates try to collect and analyze on the basis of data collection and analysis，Revisit Bet365 app download the relationship between citizens and politics through instant messaging and information accurately launch。

　　New features of the political campaign mode of Western parties

Definition for the fourth stage name，Different scholars have different opinions。In addition to the data -driven stage，Some scholars call it the medium -based campaign stage。Regardless of data driver or medium campaign，All reflect the characteristics of the current political campaign mode of Western political party。

First，Political Media。Political Media means that the media is everywhere in the political field of Western countries。Therefore，Jessper Stellen Bayak and others believe，The core of this stage is "in the process of social change，The media becomes more and more influential when it is deeply integrated into different fields of society "。The media has brought a form of interactive political communication，That is, Bet365 app download the relationship between political communication is no longer composed of active communicationists and passive listeners，but a way that both sides can communicate directly。

Second，Personalization。In the process of political development of Western political parties，Europe and the United States have a significant difference in organizational form and power structure。but，This difference starts to become blurred in the third stage，In the fourth stage, it is more obvious，Medium -based political campaign often allows the leaders to stand out。In order to conform to the current political communication environment，Performance politics prevails in Western countries。Political figures need to use the media platforms such as social media，Construct its own specific image in front of the public。In this process，The importance of the personal personality is amplified，The political program and political issues of political parties are in a secondary position。

third，Organization professionalization。Because of big data、Algorithm and artificial intelligence and other technologies，The role of specialized technicians and consultants has greatly improved。After the Obama used data for re -election in 2012，Western countries habitually hire data legions to participate in political campaign。New stage，Advisor and auxiliary personnel of Western political candidates need to have processing data、Modeling and prediction results。Therefore，Today in Western countries, not only professional political advisory associations are booming，The school is also consciously cultivating relevant talents。

fourth，Precision communication。The development of digital technology enables the results of the election of Western countries to Bet365 lotto review predict。Study proof，Use support vector machines and artificial neural networks and other technologies，It can successfully classify the definition of party candidates on related issues and their affiliation relationships，The situation of minimizing experience errors and maximizing geometric edge areas through the combination of similar problems in the past，Forecast voting results。Therefore，Under the condition of condition，Political candidates in Western countries generally interfere with the "swing constituency"。This has led to algorithm marketing to become the mainstream of competition in Western political parties。With technical help，Each voter can be a micro -target for tailor -made。By decomposing voters into diverse groups，The Western Party campaign team is accurately realizing information transmission，Then affect the voting of the people。

　　Disadvantages of the current political campaign mode of Western political parties

New changes in the political campaign of Western political parties mentioned above，Inherited and aggravated some dilemma faced by Western Party Politics。

First，Calling capital over politics。In the election，The "impression" of voters for candidates is mostly shaped by the media。According to the perspective of Ji'an Pieterro Mazeli and Winfrid Schultz，Media -based politics is a kind of politics that loses autonomy，It depends on Volkswagen Media，and shaped by the public media。In the French election in 2022，One of the important reasons why Macron wins is that he has received support from most French media。But，Media is essentially a tool for capital。For example，Since 2016，More than 95%of France's mainstream media is controlled by the 7 most richest families in France。Deepen with the degree of political medium，Politics has also Bet365 app download been captured by capital。

Second，Extermination of the decline in Western political parties。As early as the 1990s，As far as scholars continue to propose "the theory of party recession"，And believes that the development of political parties in Western countries has reached the extreme，Future political parties will generally enter an irresistible decline period。With the continuous amplification of the personal role of the leader in the Western political campaign，Political party leadership will become more and more independent of their grass -roots organizations and followers，The number of party members is reduced、The scale of the party is reduced、Development problems such as aging and aging in the party are inevitable。

third，Weaken the party governance function。Current，Western national parties in order to win votes，is gradually diluting the original ideology、Class identity and political goals。More importantly，Data -driven political campaign candidate's auxiliary personnel are often technical talents，Most of their tasks just help candidates to win elections，The public policy formulated for the campaign is just to cater to the interest of voters，It does not necessarily meet the needs of national governance and social governance。

fourth，Treatment of the democratic crisis of the agency。The typical feature of Western election politics is that within a certain period of time，Through large -scale elections，Convert the will of voters into confirmation of political candidates。In other words，People choose candidates who can represent their interests by voting。but，The use of technology in political communication will have a control effect on the choice of the people，Then exacerbate the loss of political subjectivity Bet365 app download of the Western people。

　(This article is a key project of the National Social Science Fund "Accelerating Digital Development and the Construction of Digital Political Guarantee Research" (21AZD021) phased results)

(Author Unit: School of Political Science and Public Management, East China University of Political Science and Law)