Candidate Orientations in Election Campaign: An Analysis of the German Federal Election Campaigns from 1980 to 1998

This article analyses the effects of German federal election campaigns on citizens' orientations towards chancellor candidates. Three hypotheses are formulated. They refer to polarization, party politicization, and priming of candidate attitudes; additionally, it is argued that campaign context moderates the effects. The hypotheses are tested empirically using survey data collected in the election campaigns from 1980 to 1998. Empirically, the perceptions of the chancellor candidates become more polarized during campaigns; additionally, the perceptions are brought into line with party preferences. Finally, priming effects are less common, but in some cases, substantial candidate priming is found. Hence, election campaigns influence candidate orienta- tions in Germany, and the effect varies according to political conditions.