Open Access

Silke Adam, Michaela Maier

• In this chapter we develop an agenda for future research on the personalization of politics. To do so, we clarify the propositions of the personalization hypothesis, critically discuss the normative standard on which most studies base their evaluation of personalization, and systematically summarize empirical research findings. We show that the condemnation of personalization is based on a trivial logic and on a maximalist definition of democracy. The review of empirical studies leads us to question the assumption that personalization has steadily increased in all areas of politics. Finally, our normative considerations help us develop new research questions on how personalized politics affects democracy. Moreover, this review also makes clear that another weakness of today's empirical research on the personalization of politics lies in methodological problems and a lack of analysis of the impacts of systemic and contextual variables. Consequently, we suggest methodological pathways and possible explanatory factors for the study of personalization.