Political campaigning in Malta : the experience of big party candidates in minority districts

Abstract

The purpose of this research is to sociologically investigate the political campaigning experiences of big party candidates in Malta, with a specific focus on districts where their party is in minority. The dissertation will also analyse and highlight the most important factors which influence political campaigning, including the Maltese political culture, and the use of the media and technology in politics. This research also aims to establish new forms of political campaigning techniques, and the challenges that minority candidates face along their political journey. In this regard, a qualitative research approach was used to collect data from five unelected and elected politicians: two of whom ran on the Labour Party ticket in the tenth district, a mostly Nationalist district; and three of whom ran on the Nationalist Party ticket in the third district, a Labour stronghold. The five candidates selected are a mix of elected and unelected politicians. For in-depth analysis, semi-structured interviews were conducted, using a convenience sample. The fact that all participants hailed from different backgrounds and are of different ages led to an interesting analysis. The study finds that candidates in this position are vulnerable, due to a lack of power. Female candidates in particular find it harder to get elected due to gender politics. It was found that candidates’ relatives and friends did not react positively when told that the candidate would contest the election. Despite the challenges, candidates managed to build a good relationship with their constituents and the other candidates, and a few male candidates were also elected. Along with all these factors it is evidence that most of the supporters before voting or giving a hand to any politician they always consider their benefits.