A campaign strategy where the individual running for office, rather than their political party, is the primary focus of the election effort. This approach emphasizes the candidate’s personal qualities, experience, and policy positions. For example, a candidate might heavily promote their background in business to appeal to economically-minded voters, irrespective of the party platform’s specific economic plans.
The increasing significance of this strategy reflects a decline in strict party loyalty among voters and a greater emphasis on personality and perceived leadership skills. This trend gives candidates more control over their campaign messaging and allows them to tailor their appeals to specific voter demographics. Historically, political campaigns were largely driven by party organizations; however, developments in media and campaign finance have enabled individual candidates to build their own distinct brands and connect directly with voters.
