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Title The permanent campaign strategy of Greek Prime Ministers (1996–2011) Candidate Panagiotis Koliastasis Degree This thesis is submitted in fulfillment of the requirements of the Degree of Doctor of Philosophy 4 Abstract Various academic authors have analysed the implementation, the causes and the impact of the permanent campaign strategy by political executives in presidential and parliamentary systems, notably the United States and United Kingdom. This study builds on this literature and extends the research on the permanent campaign in the European parliamentary majoritarian context by examining contemporary Greece as a national case study. In particular, the study addresses three questions. First, did contemporary Greek Prime Ministers adopt the permanent campaign strategy? Second, why did they do so? Third, what impact did the implementation of the permanent campaign have on their public approval? The research focuses on the cases of three successive Prime Ministers in Greece: Costas Simitis (1996–2004), Kostas Karamanlis (2004–2009) and George Papandreou (2009-2011). Simitis and Papandreou were leaders of the centre-left PASOK, while Karamanlis was the leader of the centre-right New Democracy. The study finds that all three Prime Ministers undertook the permanent campaign strategy in order to maintain public approval, aligning themselves with their British and American counterparts. They established new communication units within the primeministerial apparatus, consulted with communication professionals to form a coherent communication strategy, used private polling to shape political strategy, policy and presentation, used campaign-like messages as mottos to promote their policy plans and made public appearances to woo public opinion. In addition, the thesis indicates that the permanent campaign in Greece was a result of the modernisation of political communication due to political and technological developments, such as the decline of political parties, the rise of television and the proliferation of new political technologies that have appeared in other countries as well. However, the results drawn from the data analysis suggest that the 5 primeministerial permanent campaign hardly affected the primeministerial approval, confirming the findings of empirical studies in the US and the UK. 6 Contents List of Acronyms 8-9 List of Appendices 10 Time-line of events 11-12 Introduction 13-30 Chapter 1 The Permanent Campaign 31-62 Chapter 2 The Permanent Campaign of Prime Minister Kostas Simitis 63-87 Chapter 3 The Permanent Campaign of Prime Minister Kostas Karamanlis 88-118 Chapter 4 The Permanent Campaign of Prime Minister George Papandreou 119-147 Chapter 5 The Permanent Campaign in Greece 148 - 173 Chapter 6 The Permanent Campaign in Greece Revisited 174 - 210 Bibliography 211-240 Appendices 241-300 7 List of acronyms AUEB: Athens University of Economics and Business EC: European Commission ECB: European Central Bank ECOFIN: Economic and Financial Affairs Council EFSF: European Financial Stability Facility EKKE: Εθνικό Κέντρο Κοινωνικών Ερευνών / Νational Centre for Social Research EΡT: Eλληνική Ραδιοφωνία και Τηλεόραση / Hellenic Broadcasting Corporation ET-1: Eλληνική Τηλεόραση 1 / Hellenic Television 1 NET: Νέα Ελληνική Τηλεόραση / New Hellenic Television ET-3: Ελληνική Τηλεόραση 3 / Hellenic Television 3 EΡA: Ελληνική Ραδιοφωνία / Hellenic Radio EU: European Union EMU: Economic and Monetary Union FECA: Federal Campaign Action Act ΓΣΕΕ : Γενική Συνομοσπονδία Εργατών Ελλάδος / General Confederation of Greek Labour GICS: Government Information Communication Service GIS: Government Information Service IMF: Inetrnational Monetary Fund 8 IΣΤΑΜΕ - ISTAME: Ινστιτούτο Στρατηγικών & Αναπτυξιακών Μελετών – Ανδρέας Παπανδρέου / Institute of Strategic and Development Studies-Andreas Papandreou ΛΑΟΣ : Λαϊκός Ορθόδοξος Συναγερμός / Popular Orthodox Rally MP: Member of Parliament NAFTA: North American Free Trade Agreement ND: New Democracy / Νέα Δημοκρατία PASOK: Panhellenic Socialist Movement / Πανελλήνιο Σοσιαλιστικό Κίνημα PKK: Partiya Karkeren Kurdistan PM: Prime Minister SCU: Strategic Communication Unit UK: United Kingdom US: United States 9 List of Appendices Appendix A: Major addresses - Minor addresses Appendix B: Costas Simitis - Major Addresses - Minor Addresses Appendix C: Kostas Karamanlis - Major Addresses - Minor Addresses Appendix D: George Papandreou - Major Addresses - Minor Addresses Appendix E: List of Interviewees Appendix F: The Conduct of Interviews Appendix G: List of government communication documents 10 Time – line of events 1965 Media: Public television launched 1974 Politics: Restoration of the democratic regime in Greece - ND wins general election 1977 Politics: ND wins national elections 1981 Politics: PASOK wins parliamentary elections for the first time 1985 Politics: PASOK wins general elections 1989 (June) Politics: ND wins national elections - Formation of Coalition Government between the ND and the Coalition of the Left Media: Deregulation of media sector - First Private TV network launched 1989 (November) Politics: ND wins general elections - Formation of Coalition Government ND - PASOK - Coalition of the Left 1990 Politics: ND wins general election - Formation of Single party Government 1993 Politics: PASOK wins national elections 1996 Politics: Andreas Papandreou resigns from the premiership - Simitis is elected Prime Minister in January - Simitis is elected President of PASOK in June - PASOK wins early national elections in September 1999 Politics: ND wins elections for the European Parliament Media: TV station of the Greek Parliament launched 2000 Politics: PASOK wins parliamentary elections 11 2004 Politics: ND wins national elections 2007 Politics: ND wins national elections 2009 Politics: Prime Minister Karamanlis calls early elections - PASOK wins general elections 2010 Politics: The Greek Parliament approves Memorandum - Greece is set under the supervision of the Troika (EC-ECB-IMF) 2011 Politics: Papandreou resigns from the premiership - Formation of Coalition government PASOK - ND - LAOS 12 Introduction The phenomenon of the campaigning style of governing appeared for the first time in the United States. From the late 1960s, all American presidents, motivated by the institutional, political and technological evolutions, have adopted the permanent campaign strategy to retain their popularity. To this end, the permanent campaign literature has largely been a US-focused one (Edwards, 1999; 2000; Kernell, 2007; Phillips, 2007; Smith, 2009; Tenpas, 2000). Nevertheless, executive leaders appear to have adopted the campaigning style of governing, not only in the United States, but also in the parliamentary systems of Europe and Australia, as well as in the presidential systems of developing democracies in Latin America. In particular, authors have analysed the permanent campaign strategy implemented by Prime Ministers Margaret Thatcher and Tony Blair in the majoritarian parliamentary system of the United Kingdom (Cockerell et al, 1984; Foley, 2000; Nimmo, 1999; Scammell, 2001); Prime Minister Silvio Berlusconi in the consensual parliamentary system of Italy (Roncarolo, 2005); the Prime Minister of Australia John Howard (Van Onselen and Errington, 2007) and the President of Ecuador Rafael Correa (Conaghan and De La Torre, 2008). This research aims to extend the analysis of the permanent campaign process in the European parliamentary majoritarian systems by examining the national case of Greece. There have already been some indications that the permanent campaign has entered the Greek political arena. From 1990s onwards, various institutional, political and technological developments have gradually modernised the political communication environment setting the basis for the implementation of the permanent campaign (Demertzis, 2002; Negrine, 2008; Papathanassopoulos, 2007). In addition, modern premiers have adopted some forms of the campaigning style of governing. For instance, as some authors have observed, Prime Minister Konstantinos Mitsotakis, 13 centre-right (1990-1993), collaborated with pollsters, political marketing professionals and political journalists who were responsible for the analysis of polling data, primeministerial image-making and the formulation of the government’s communication strategy (Kurtsos, 2003: 50-52; Sotiropoulos, 2001: 140-141). Another example is Andreas Papandreou, the socialist premier (1993-1996), who established ministerial press offices by appointing journalists as managing directors and founded the Ministry of Press and Media, ‘with the Minister acting in most cases as the government’s spokesperson, rather than (..) a minister who tries to form and implement the government’s policy in the field of communication’ (Papathanassopoulos, 2007: 138). In general, as Papathanassopoulos has described it, ‘professional advertising, polls and political consulting that were scarcely used before have become an indispensable means, not only for carrying out pre-electoral campaigns, but also with respect to the on-going communication strategy adopted by the government and opposition parties’ (2007: 129). However, academic literature on the subject of the permanent campaign in Greece has so far lacked a systematic analysis in terms of both its implementation by the Greek prime ministers and the factors that have contributed to its emergence. This thesis aims to address these identified gaps by concentrating on three successive Greek prime ministers whose permanent