Lauristin, Marju, juhendajaLilles, Eli2010-10-212010-10-212005http://hdl.handle.net/10062/15492The purpose of this study is to describe strategies of chosen Estonian parties for the first European Parliament elections in 2004. Exterior environment and campaign communication analyses (including campaign channels to election platforms) were used for analyzing campaign strategies. Campaign appearance in media was also analyzed. As bringing out the results it appears, that direct linear connection between campaign costs and gained votes does not aplly. Although, it must be mentioned, that personal campaigns, which were financed of candidates themselves, are not included in analyses. Taking part of election debates in national television confirmed position for those candidates, who could associate the strategy chosen by their parties with personal strengths and emphasize their competence as a candidate who has necessary knowledge and experience for working in the European Parliament. Taking part of election debates left weaker impression of those candidates who were sceptical concerning European Union and they did not carry conviction. It can be affirmed, that media certainly has very important role on affecting attitudes, beliefs and election behaviour of electorate, although found of this study it can not be given the extension of this role. It can be pointed out, that parties did not emphasize first European Parliament campaign, in comparison with local elections. Parties relied mainly on their loyal electorate, but did not pay enough attention to other segments. Political situation in Estonia can be described by the lack of informed political debate in Estonian society. The electorate can not orientate and does not clarify their position of objectives of foreign affairs. The elections were person-centered and these parties, who did not stress this from beginning, gained less as a result. Important aspects were image building for candidates and personal campaigns of candidates. The best outcome was achieved by acknowledged specialist in foreign affairs, who was considered the most competent. The other parties could not bring forward equal candidate. Important criteria, which assured success in European Parliament campaign, were international work experience and competence in EU matters of candidate.application/pdfH Social Sciences (General)bakalaureusetöödajakirjanduspoliitiline kommunikatsioonturundusparteidvalimisedvalimisvõitluskampaaniadEuroopa ParlamentThesis