The territoriality of personalization: New avenues for decentralized personalization in multi-level Western Europe

Abstract

In light of the increasing scholarly attention to the concept of decentralized personalization, this paper argues that the territoriality (the level of government to which an MP belongs) of an MP would also lead to variations in that MP’s incentive to personalize their campaigns. Using data from the PARTIREP Comparative MP survey, this paper tests the role of the territoriality of an MP in their incentive to personalize their campaigns across nine multi-level countries in Western Europe. Although the level of personalization of campaigns does differ according to territoriality, the underlying explanatory variables do not behave uniformly across territoriality. This paper thus draws attention to the rarely explored role of territory, and the complications it may bring to the explanation of the personalization of politics.