Samenvatting

During the elections of 2002, Pim Fortuyn managed to win 26 seats in Parliament with his party LPF (Lijst Pim Fortuyn), even after his tragic death, and established a new record in the political history of The Netherlands. His extensive use of the mass media had a significant role in contributing to his success. This thesis evaluates how Pim Fortuyn used the mass media in order to enhance effective communication with The Westley and MacLean Model as a theoretical frame of reference. Also, it provides insight for political parties in the importance of framing issues that are salient to the Dutch public and how the mass media can be utilised to disseminate messages to the public in order to enhance effective communication.
In order to create shared meaning with his audiences Pim Fortuyn disseminated salient messages. This means that he successfully analysed the Dutch public's perception of problems in Dutch society. Next to this, both Pim Fortuyn's verbal and non-verbal skills made politics more clear and more accessible for the Dutch public.

Media themselves were also interested in Pim Fortuyn, because they perceived him as a new and unconventional politician which in turn made him newsworthy. The same counted for the popularity of the parties LN and LPF according to the polls, which was quite exceptional. This media attention enabled Pim Fortuyn to reach many people which in turn enhanced effective communication. Although communicating through media has its risks, Pim Fortuyn anticipated successfully on such unforeseen situations and adjusted his media strategy in order to avoid further ineffective communication.

Pim Fortuyn also managed to influence the media agenda which in turn influenced the public agenda in favour of the party LPF. The positive election returns of the municipal elections caused that mass media adjusted their opinion to the benefit of Pim Fortuyn. Also, due to the fact that mass media gave huge importance to the problems in Dutch society described in Pim Fortuyn's book De puinhopen van acht jaar paars many people also gave huge importance to these problems, and partially based their vote on it which in turn was in favour of the party LPF.

Political parties still should utilise the same tools Pim Fortuyn had at his disposal. Next to this, keeping track of media developments will enable political parties to include those developments and changes in their media strategy which are likely to enhance effective communication with the public. However, political parties should also frame salient issues and present these in an attractive and compelling manner in order to gain public support.