The "Revival" of PiS: The Transformation of Campaign Strategies from the Kaczyński Twins to Andrzej Duda

Abstract

The paper analyzes the campaign strategies of the "Prawo i Sprawiedliwość" (PiS) political party during the Polish elections from 2009 to 2020. It examines how the gradual modernization of communication strategies and the adoption of a less aggressive narrative contributed to the party's revival after a decline in support caused by the political crisis of 2007 and the death of leader Lech Kaczyński in 2010. The research aims to identify the changes in campaigning that contributed to regaining electoral success since the 2015 national elections. The analysis is based on audio-visual materials produced by PiS for the elections during both the "crisis" period (2009-2013) and the "revival" period (2014-2020), allowing for a comparative analysis of the main changes between these two periods. Through content analysis of these materials, the study investigates the topics, genres, formats, national and European dimensions, personalization strategies, and use of negative advertising.