General elections: how have political campaigns evolved?

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The evolution of election campaigning: Insights from Parliamentary Affairs

14 Jun 2024

Polling clerk outside a polling station in Martinhoe, Lynton, Devon. ©Alamy / Guy Harrop

How have election campaign strategies evolved over the past 15 years to shape today's political landscape? This special collection of articles from our journal, Parliamentary Affairs, highlights the increasing sophistication and personalisation of national and constituency-level campaigns. It explores how political parties target key voter groups, leverage constituency visits from party leaders for electoral gains, and increasingly rely on digital campaigning.

Leaflets from candidates of different parties competing in the 2015 General Election. ©Alamy / BasPhoto

Conceived in Harlesden: Candidate-centred campaigning in British general elections

Caitlin Milazzo & Joshua Townsley (2018)

The personal attributes of prospective parliamentary candidates (PPCs) feature prominently in general election campaign materials. Using a dataset of 3,700+ leaflets this article explores the conditions under which messages emphasising the personal characteristics of candidates appear in election campaign materials.

Labour leader Jeremy Corbyn addresses supporters and the media at a rally in Manchester to launch their 2017 General Election campaign. ©Alamy / Ian Hinchcliffe

‘For the many, not the few’: Strategising the campaign trail at the 2017 UK general election

Alia Middleton (2018)

What strategic choices shape campaign visits by party leaders? Drawing on interviews with local party campaigners during the 2017 general election, this article sheds light on the organisation of these visits and their impact on local campaigns.

Muslim voters arriving at a polling station in Small Heath, Birmingham. ©Alamy / Andrew Fox

Taking minorities for granted? Ethnic density, party campaigning and targeting minority voters in 2010 British general elections

Maria Sobolewska, Edward Fieldhouse & David Cutts (2012)

Do parties campaign more intensively in high ethnic density areas and do minorities outside these areas receive less attention from party campaigns? Political parties are sometimes accused of taking racial and ethnic minority voters for granted in Britain. This article explores the relationship between party campaigning, individual mobilisation, and ethnic population density.

Members of the Labour Party in Basildon Town Centre canvassing for support in the 2015 general election. ©Alamy / Gordon Scammell

You get what you (don't) pay for: The impact of volunteer labour and candidate spending at the 2010 British general election

Justin Fisher, Ron Johnston, David Cutts, Charles Pattie & Edward Fieldhouse (2013)

Do local party volunteers make a difference in elections? Using candidate spending data and extensive survey responses from election agents in the 2010 British general election this research evaluates the impact of campaign expenditure and voluntary labour. The findings suggest that while campaign spending influences electoral results, voluntary efforts can offset some of these effects.

Social media apps, including Facebook, Instagram, YouTube and WhatsApp, displayed on a mobile phone scree. ©Alamy / PA images

Mobilising or chasing voters on Facebook? Analysing echo-chamber effects at the UK parliamentary general election 2019

Sam Power and Ben Mason (2021)

Does online campaigning lead to echo chambers, tuning out dissenting voices? Are political parties focusing their online campaigns on easily persuadable electorates - chasing votes as much as mobilising supporters? This research draws on Facebook's Ad Archive to analyse the main parties' online campaign activity in the 2019 general election.

Theresa May's Facebook page 2017. © Alamy / Casimiro

Digital campaigning: The rise of Facebook and satellite campaigns

Katharine Dommett and Luke Temple (2018)

Digital technology has changed the nature of political campaigns. This research analyses the 2017 digital campaign, including the emergence of satellite campaigns like 'Campaign Together', to explore how digital media is reconfiguring party-related engagement and campaign strategies. What are the implications for parties' organisational structures, practices and behaviour as well as public expectations of campaigning?

Party Leaders first television election debate (L-R) Nick Clegg, David Cameron, Gordon Brown, 15 April 2010, Manchester. ©Alamy / Homer Sykes

The media and the 2010 campaign: The television election?

Dominic Wring and Stephen Ward (2010)

The 2010 election was one of the most competitive campaigns of recent decades. What influence did the first ever leaders debates have on the campaign and outcome of the election? Did press endorsements make much difference to the campaign? And given the hype about an internet election did e-campaigning make any difference to the campaign?

Britain Votes 2019

In another extraordinary chapter in a series of dramatic recent contests, Boris Johnson's Conservative Party turned prolonged parliamentary stalemate into a decisive overall majority. The Conservatives' victory saw the demolition of much of Labour's 'red wall' of seemingly impregnable seats. This volume explains how and why this happened.

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Britain Votes 2017

Widespread assumptions of a Conservative coronation rather than a contest were confounded as Theresa May mislaid her majority and a hung Parliament emerged. The campaigns, policies and leaderships of the parties are analysed; the targeting of the youth and women's vote are assessed; and the parties use of traditional and digital media is explored.

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Britain Votes 2015

The outcome of this extraordinary general election surprised many analysts. This volume offers a detailed analysis of the overall result as well as the individual contests in each of the four nations. It provides a comprehensive assessment of the strategy, finance and performance of the parties, and explores key issues such as the economy and migration.

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Britain Votes 2010

This volume explores the ideas and fortunes of the main parties, discusses the impact of new campaign features, notably the leadership debates, and examines the key issues which featured in the campaign. How the Conservative-Lib Dem coalition was formed is explored, and there is analysis of whether coalitions are likely to be less exceptional in future.

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Latest / Highlights

Blog / Once again, there is still no alternative: the costed proposals for Restoration and Renewal of the Palace of Westminster

The Restoration and Renewal Client Board’s latest report once again confirms what Parliament has known for nearly a decade: the cheapest, quickest and safest way to restore the Palace of Westminster is for MPs and Peers to move out during the works. The “full decant” option was endorsed in 2018 and reaffirmed repeatedly since. Remaining in the building could more than double costs, extend works into the 2080s, and increase risks to safety, accessibility and security. With the Palace already deteriorating and millions spent each year on patchwork repairs, further delay would itself be an expensive course of action, one that defers decisions without offering a viable alternative.

News / A Humble Address: How MPs confronted the Mandelson scandal - Parliament Matters podcast, Episode 130

It has been a bruising week for the Prime Minister after the House of Commons backed a Conservative “Humble Address” demanding documents on Sir Keir Starmer’s vetting of Lord Mandelson for the Washington Ambassadorship. We explain how the procedure works, what role the Intelligence and Security Committee may play in decisions on disclosure, and how legislation to strip a peerage could be introduced. Plus, the latest on the Restoration and Renewal of Parliament as yet another report lands with a new set of costings. Listen and subscribe: Apple Podcasts · Spotify · Acast · YouTube · Other apps · RSS

News / Why MPs can’t just quit: The curious case of the Chiltern Hundreds - Parliament Matters podcast, Episode 129

Why can’t MPs simply resign, and why does leaving the House of Commons still involve a medieval-sounding detour via the Chiltern Hundreds or its less glamorous cousin the Manor of Northstead? This week we unravel the history, constitutional logic and legal fudges behind this curious workaround, with some memorable resignations from the past along the way. We also assess the Government’s legislative programme as the Session heads toward its expected May close, including the striking lack of bills published for pre-legislative scrutiny. Finally, as Parliament begins the five-yearly process of renewing consent for the UK’s armed forces, we examine why an Armed Forces Bill is required and hear from Jayne Kirkham MP on how her Ten Minute Rule Bill helped extend the new Armed Forces Commissioner’s oversight to the Royal Fleet Auxiliary. Listen and subscribe: Apple Podcasts · Spotify · Acast · YouTube · Other apps · RSS

News / Assisted dying bill: How could the Parliament Act be used? - Parliament Matters podcast, Episode 128

As the assisted dying bill grinds through the House of Lords under the weight of more than a thousand amendments, Lord Falconer has signalled that time is running out. With the Bill unlikely to complete its Lords stages this Session, he has openly raised the possibility of using the Parliament Act to override the upper House in the next Session. In this episode we explore what that would mean, how it could work in practice, and the political choices now facing ministers and Parliament. Listen and subscribe: Apple Podcasts · Spotify · Acast · YouTube · Other apps · RSS

News / Who really sets MPs’ pay – And why you might be wrong about it. A conversation with Richard Lloyd, chair of IPSA - Parliament Matters podcast, Episode 126

What are MPs actually paid and what does the public fund to help them do their job? In this conversation with Richard Lloyd, chair of the Independent Parliamentary Standards Authority (IPSA) we explore the delicate balance between supporting MPs to do their jobs effectively and enforcing strict standards on the use of public money. We discuss how IPSA has shifted from a rule-heavy “traffic cop” to a principles-based regulator, why compliance is now very high, and the security risks and pressures facing MPs‘ offices as workloads rise and abuse becomes more common. Listen and subscribe: Apple Podcasts | Spotify | ACAST | YouTube | Other apps | RSS

The evolution of election campaigning: Insights from Parliamentary Affairs

Conceived in Harlesden: Candidate-centred campaigning in British general elections

‘For the many, not the few’: Strategising the campaign trail at the 2017 UK general election

Taking minorities for granted? Ethnic density, party campaigning and targeting minority voters in 2010 British general elections

You get what you (don't) pay for: The impact of volunteer labour and candidate spending at the 2010 British general election

Mobilising or chasing voters on Facebook? Analysing echo-chamber effects at the UK parliamentary general election 2019

Digital campaigning: The rise of Facebook and satellite campaigns

The media and the 2010 campaign: The television election?

Britain Votes: special general election editions of the journal

Britain Votes 2019

Britain Votes 2017

Britain Votes 2015

Britain Votes 2010

Latest / Highlights

Blog / Once again, there is still no alternative: the costed proposals for Restoration and Renewal of the Palace of Westminster

News / A Humble Address: How MPs confronted the Mandelson scandal - Parliament Matters podcast, Episode 130

News / Why MPs can’t just quit: The curious case of the Chiltern Hundreds - Parliament Matters podcast, Episode 129

News / Assisted dying bill: How could the Parliament Act be used? - Parliament Matters podcast, Episode 128

News / Who really sets MPs’ pay – And why you might be wrong about it. A conversation with Richard Lloyd, chair of IPSA - Parliament Matters podcast, Episode 126

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Conceived in Harlesden: Candidate-centred campaigning in British general elections

‘For the many, not the few’: Strategising the campaign trail at the 2017 UK general election

Taking minorities for granted? Ethnic density, party campaigning and targeting minority voters in 2010 British general elections

You get what you (don't) pay for: The impact of volunteer labour and candidate spending at the 2010 British general election

Mobilising or chasing voters on Facebook? Analysing echo-chamber effects at the UK parliamentary general election 2019

Digital campaigning: The rise of Facebook and satellite campaigns

The media and the 2010 campaign: The television election?

Britain Votes: special general election editions of the journal

Britain Votes 2019

Britain Votes 2017

Britain Votes 2015

Britain Votes 2010

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Latest / Highlights

Categories

Themes

Contact

Legal