The main goal of the article concerning parliamentary election in 2015 year included:
1) to analyse the conditions of the personalization of parliamentary election
campaigns, 2) to study the role of campaign leaders in the strategies of the main
election committees on the basis of audiovisual political advertising (strategic personalization),
3) to evaluate the trend of media personalisation based on contents
analysis of „Gazeta Wyborcza” and „Rzeczpospolita”. The results show that leaders
play an important role in campaign communication, especially in advertising,
not necessarily at the cost of the institution of parties and issues in parties’ offers.
There was insignificantly stronger emphasis on individuals put in press comparing
to previous elections, but the trend of personalization in terms of individualisation
and privatisation was not identified
