On message: communicating the campaign
SAGE, 28 мая 1999 г. - Всего страниц: 218
To what extent are the techniques of campaigning and media management critical to the outcome of modern elections? Was the 1997 British General Election Campaign decisive to Labour's landslide victory, as many believed? On Message brings together a group of leading scholars to provide a comprehensive analysis of the role and impact of political communications during election campaigns. Part 1 sets out the wider theoretical framework, the context of election campaigning in Britain, and the methodology for understanding media effects. Part 2 reviews party strategies and media coverage during the official campaign and monitors the audience reaction. Part 3 draws together evidence of the overall impact of the 1997 British General Election campaign and analyzes how far television and the press media influenced the public's civic engagement, agenda priorities, and party preferences. Drawing upon a multi-method research design, combining the British Election Studies panel survey, content analysis and experiments, this book transcends traditional models of media 'effects' to provide new and original insights into the dynamics of modern election campaigns and voting behaviour. It will be essential reading for all researchers, practitioners and students of political communications, elections and voting behaviour and British politics. On Message: Communicating the Campaign is the companion volume to Critical Elections: British Parties and Voters in Long-term Perspective which provides the first systematic overview of long-term change in British electoral politics.
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1997 British Election 1997 general election agenda-setting April Attentive to political audience balance BBC1 Blair Britain British Election Campaign British Election Study British General Election broadsheet Campaign panel survey cent changes in party Chapter civic engagement coefficients Conservative Party content analysis control group coverage Daily Star economy effects Election Campaign panel electoral Europe Eurosceptic evidence experimental favourable figures headlines impact important influence interview issue agenda issue salience John Major Labour support Mail major parties manifesto measured Media Agenda messages monitored negative neutral Norris Note official campaign opinion polls overall paper partisan partisanship party election broadcasts party leaders party policies party preferences party support party's Patterns of Media PEBs political knowledge polling day positive post-test pre-test priorities programmes reported respondents score Semetko significant sleaze Source stop-watch stories strategy switch Table tabloid television Tony Blair Tory variables viewers vote voters watched Wave week
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