The campaign preceding the elections to the European Parliament in 2014 in
Poland was extremely dynamic and active in case of all subjects of political rivalry,
regardless of their position on the political market (campaigns of Solidary Poland
and Poland Together are prime examples). Even a superficial analysis allowed
to point out several regularities: tendency of political subjects to adopt the
standard strategy of national cross-party political rivalry, strategic focusing of
media on current issues regarding national political rivalry, particularly interesting
in the area of communication is adoption of advertising orientation by most of
the parties (except Polish People’s Party and National Movement) – wherein this
advertising activity – in contrast to campaign from 2009 (and the parliamentary
campaign of 2011), did not limit to the television, what is remarkable about the
campaign of 2014 was the intensive use of all accessible Internet channels: own
websites, special websites dedicated to the campaign and the possibilities offered
by the social media (Facebook, Twitter, Youtube)
