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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
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.

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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.

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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.

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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.

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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.

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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?

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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?

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Britain Votes: special general election editions of the journal

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

Publications / Budget 2025: Letter to Chief Whip Jonathan Reynolds MP calling for an ‘Amendment of the Law’ motion

The form of the first Ways and Means motion tabled after the Budget – either an Amendment of the Law motion or an Income Tax (Charge) motion – determines how much scope MPs have to propose amendments when the Budget is translated into the Finance Bill. An Amendment of the Law motion provides broader scope for amendment and was standard practice until it was unilaterally dropped by the then Government in 2017. We have written to the Chief Whip urging the restoration of this procedural practice so that MPs can properly fulfil their constitutional responsibility to scrutinise the nation’s finances and ensure that consideration of the Finance Bill is a genuinely political debate, not merely a technical exercise.

24 Nov 2025
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News / Parliament Matters Bulletin: What’s coming up in Parliament this week? 24-27 November 2025

Chancellor Rachel Reeves presents the Budget. MPs conclude their consideration of the English Devolution and Community Empowerment Bill. The Lords is set to finish Committee Stage of the Chagos Islands legislation. Peers will also consider the Sentencing Bill, the Crime and Policing Bill and the Border Security, Asylum and Immigration Bill. Michael Prescott, author of the report on BBC bias, appears with BBC chair Samir Shah and board member Sir Robbie Gibb at the Culture, Media and Sport Committee. And MPs on the Foreign Affairs Committee hold a special joint meeting with their counterparts from Ukraine, Poland, Finland and the Czech Republic.

23 Nov 2025
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News / Is the House of Lords going slow on the assisted dying bill? - Parliament Matters podcast, Episode 116

In this episode we look at the latest Covid Inquiry report addressing the lack of parliamentary scrutiny during the pandemic and the need for a better system for emergency law-making. With the Budget approaching, we explore how the Commons Speaker, Sir Lindsay Hoyle MP, might discipline ministers who announce policies outside Parliament and why a little-known motion could restrict debate on the Finance Bill. Sir David Beamish assesses whether the flood of amendments to the assisted dying bill risks a filibuster and raises constitutional questions. Finally, we hear from Marsha de Cordova MP and Sandro Gozi MEP on their work to reset UK–EU relations through the Parliamentary Partnership Assembly. Please help us by completing our Listener Survey. It will only take a few minutes.

22 Nov 2025
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Blog / The assisted dying bill: Is the number of Lords amendments a parliamentary record?

The assisted dying bill has attracted an extraordinary number of amendments in the House of Lords, prompting questions about whether the volume is unprecedented. This blog examines how its amendment count compares with other bills in the current Session, and what the historical data shows about previous amendment-heavy legislation.

20 Nov 2025
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Blog / The assisted dying bill: Will it run out of time? The parliamentary options explained

Over 1,000 amendments have been tabled to the Terminally Ill Adults (End of Life) Bill in the House of Lords. This blog examines the progress of the Bill at Committee Stage in the House of Lords so far, explores the likelihood of a procedural impasse and what options exist if more parliamentary time is needed.

20 Nov 2025
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