Measuring party strategies on the territorial dimension: a method based on content analysis

ABSTRACT: This article proposes an innovative coding scheme for the content analysis of party manifestos, one designed to estimate party strategies on the territorial dimension and based on a solid theoretical framework. It builds on existing scholarly efforts on party positioning, while adding further theoretical and methodological insights. The proposed coding scheme first conceives of party strategies as the combination of three tools, namely the manipulation of salience and positioning and the framing of policy preferences. Second, it points out the importance of distinguishing between purposely vague and ‘blurred' positioning and ‘contradictory' but clear and nuanced positioning. The functioning of this content analysis framework is illustrated through its application to Italian party manifestos issued between 1963 and 2013. Their analysis provides an overview of the substantive research questions that can be addressed with this coding scheme. This article also illustrates the potential of the instrument, which can be extended to policy dimensions other than the territorial one.