Sailing Uncharted Waters with Old Boats? COVID-19 and the Digitalization and Professionalization of Presidential Campaigns in Portugal

This article investigates the extent to which COVID-19 pandemic fostered significant shifts in election campaigning. The argument is that might have had an impact on both digitalization and professionalization, been regarded as necessary strategies curb difficulties brought about by pandemic. We apply a most similar systems design with threefold comparative scheme order capture isolate such effects campaigns preceding 2021 Portuguese presidential elections, using data from campaign spending, activities, social media activity impact. Results show crisis has not, generally speaking, higher level of electoral campaigns, spite online events having become more common. On contrary, while there were signs feebler patterns normalization competition vis-à-vis 2016, namely terms engagement, was stronger after lockdown than before. Lastly, relative investment professionalization 2016 2021, difference between budgeted actual cannot be attributed worsening situation or lockdown. In sum, we depict scenario remarkable stability put forward candidates professionalization. Its possible causes consequences are discussed.