• 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.

Understanding Media Effects
Understanding media effects

Although assumptions about the impact of political communications are commonplace, finding systematic evidence to test these claims raises complex theoretical and methodological challenges. Did viewers learn from the extensive coverage of issues like pensions and taxation on the extended BBC News? Did The Sun‘s defection to Labour switch their readers? Did ...

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