vote or lose 1996 Russian elections
.docxthe outline of my presentation:
1. Context. Russia before the elections in 1996.
2. Why did Yeltsin run for a second presidential term?
3. Candidates. About Yeltsin and Zyuganov.
4. Zyuganov's election programme
5. Yeltsin's election programme. In detail.
6. The first and second round of elections
7. Summary.
Good morning, dear colleagues. Today, I would like to talk to you about the 1996 elections in Russia, specifically focusing on the election campaigns of Boris Yeltsin and Gennady Zyuganov. In my opinion, the 1996 elections represent a highly interesting phenomenon. This was the most competitive election, with an unpredictable result. This is evidenced by the fact that the election required two rounds of voting.
1)By the time of the presidential election, the country was not in the best condition. During Yeltsin's first presidential term, the country experienced a decline in production levels, unpaid salaries and pensions, unfair loans-for-shares auctions, and privatization processes. Additionally, the parliament was violently dissolved, and an unpopular war in Chechnya had begun.
2)This had a significant impact on the approval ratings of the incumbent president toward the end of his term. The Communist Party of the Russian Federation, in which people saw stability, was gaining popularity. Gennady Zyuganov, the leader of the CPRF and opposition, was supported by millions of Russians who were weary of the painful market reforms and longed for a return to the Soviet political course.
In late 1995, the CPRF won the majority of seats in the State Duma elections. In 1996, the level of the President's popularity reached a critical level of 5-6 per cent.
2. Why did Yeltsin run for a second presidential term?
Back in 1992, incumbent President Boris Yeltsin said that he didnt intend to run for a second term. Yeltsin was really tired of politics back then, and had suffered several heart attacks, which had a bad effect on his health. But his opinion changed after the elections to the State Duma of the second convocation, in which the CPRF won first place, while the ‘Our Home is Russia’, supported by the president, took only third.
The popularity of the Communists and a strong left wing in the State Duma created prerequisites for the victory of CPRF leader Gennady Zyuganov in the presidential election. therefore, Yeltsin had no choice but to run for a second term. Neither Yeltsin, the presidential administration, nor the oligarchs could trust the other candidates. they feared that the other candidates might lose to Zyuganov with no resistance.
Yeltsin said: «As long as there is a threat of a clash between the “Reds” and the “Whites”, it is my human and civil duty, my duty as a politician, to seek the consolidation of all the healthy forces of society and to prevent possible upheavals up to civil war.»
3. Candidates. About Yeltsin and Zyuganov.
The main contenders for the presidency were incumbent president Boris Yeltsin and opposition leader Gennady Zyuganov. on Yeltsin's side were The elite and the ‘administrative resource’. But six months before the election, Yeltsin's rating was no higher than five per cent.
At the same time, Opposition Leader Zyuganov had the support of the largest faction in the Russian State Duma. But in the end, the election results showed that the opposition's advantages did not work. i will try to explain why people voted for Yeltsin.
4. Gennady Zyuganov.
First, briefly about Zyuganov's campaign.
Zyuganov, the leader of the CPRF, was the main rival of the incumbent president. According to the results of pre-election polls, he was confidently in first place.
At the World Economic Forum in Davos, where Yeltsin did not go, Zyuganov presented his election programme.
And As we remember, the Communists had just won the Duma elections, Yeltsin's rating was low. Therefore, both in Russia and abroad, Zyuganov began to be seen as a future head of state.
Zyuganov’s campaign had limited access to the media. Federal TV channels gave him only 18% of airtime, and most of the coverage about him was negative. To respond, the Communist Party used printed materials and public speeches. During the campaign, Zyuganov visited 79 regions.
Zyuganov’s campaign was not as bright or loud as Yeltsin’s. Most mentions of Zyuganov on TV were negative, and his image was shown in a bad way. This was one of the main ideas of Yeltsin’s campaign. Let’s now look closely at Yeltsin’s campaign.
5. Yeltsin
Boris Yeltsin's campaign in the 1996 election was much larger than his opponent's. As I mentioned earlier, Yeltsin had the support of the elite and the government’s "administrative resources."
Yeltsin’s campaign headquarters was led by former Vits-Prime Minister Anatoly Chubais. He created an "Analytical Group" that conducted scientific and social research and developed the campaign strategy.
Yeltsin’s team also included leaders of the country’s biggest TV channels, which were under government control. Television became the main tool for promoting his campaign, with over half of the airtime focused on the incumbent president.
Strong support for Yeltsin's campaign came from large businessmen known as ‘oligarchs’. They financed the campaign in exchange for guarantees of continued privatisation and stakes in state-owned enterprises. Thanks to their contributions, Yeltsin received media support that allowed him to dominate the information field. Administrative resources also played an important role. Despite legal restrictions, many state structures worked for Yeltsin's campaign.
To get rid of the main opponent, Yeltsin's headquarters started an information war: the press began to publish hypothetical negative consequences of Zyuganov's victory.
To discredit Zyuganov, such adverts were aired: ‘If you have no more food in your fridge, if you have the same programme on all channels of television, if you have only one newspaper in the post and you can no longer travel abroad, then it means a brighter tomorrow has come.’
Yeltsin's campaign was filled with promotional videos, slogans like "Buy food for the last time" and "Vote or lose," as well as promises to protect freedom of speech, which would be at risk if the Communist Party won.
A free newspaper called “God Forbid!” was widely distributed. It contained materials discrediting Zyuganov and scaring voters with warnings of civil war, political repression, and a humanitarian disaster if the communists came to power.
The campaign paid special attention to the young audience. Yeltsin actively travelled around the regions despite his health problems.
Yeltsin's election campaign, full of manipulation, slogans and colourful public actions, created a sense of choice between a ‘democratic future’ and a ‘totalitarian past’ among voters.
First round
Because of Yeltsin's active campaign, his rating did rise.
The first round of elections took place on 16 June 1996. The turnout at the polling stations was almost 70% of voters. this is a record turnout.
Yeltsin received 35% of the vote Zyuganov 32%. The difference between them was only 2.5 million votes. Third place went to Alexander Lebed.
On 18 June 1996, Yeltsin appointed Alexander Lebed as Secretary of the Security Council of the Russian Federation. After that, Lebed came out in favour of Yeltsin. He called on his electorate to support the incumbent president.
Second round
More than 68 per cent of voters took part in the second round of elections.
Yeltsin won with 40 million votes (53%); Zyuganov received 30 million votes (40%).
After the election results were tabulated, Zyuganov conceded defeat and congratulated Yeltsin on his victory.
Results
The 1996 elections became a significant example of the large-scale use of political technologies. Boris Yeltsin's victory was secured through media dominance, active influence on voters' perceptions, and the crucial role of mass media. The main focus of the campaign was on discrediting the primary rival, Gennady Zyuganov, and aggressively promoting Yeltsin through media channels.