• Summary
  • Contents
  • Subject index

To what extent are the techniques of campaigning and media management critical to the outcome of modern elections? This book brings together a group of leading scholars to provide a comprehensive analysis of the role and impact of political communications during election campaigns. They set the context of election campaigning in Britain, and the methodology used to undertand media effects, review party strategies and resulting media coverage, and draw together evidence of the impact of the 1997 British General Election campaign, analyzing how far television and the press media influenced the public's civic engagement, agenda priorities, and party preferences.

Theories of Political Communications
Theories of political communications

On 1 May 1997 the sheer size of the Labour landslide victory surprised almost everyone, even Tony Blair. In the immediate aftermath, a common consensus quickly emerged to explain Labour's historic success after eighteen years in the wilderness. The conventional account of the election stressed that Blair won as ...

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