• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Modern election campaigns - Campaigns and their importance

Extracts from this document...

Introduction

Modern election campaigns Campaigns and their importance Until the last 3 decades voting was much more predictable than it is now. Voters tended to have traditional allegiance. They were unlikely to be strongly influenced by the election campaign, unless they are "floating voters", these voters especially those living in marginal constituencies. These floating voters determined the outcome and parties were keen to identify and target them with their message. Today voting behaviour is more volatile, so in theory more votes are "up for grabs". David Denver's analysis of the 1992 election showed that at the beginning of the campaign only 63% of the voters had definitely made up their mind, 21% made up their mind in the last week and 8% on the last day. ...read more.

Middle

Appealing to a mass audience Television has changed the way in which modern election campaigns are conducted. It is the most obvious way that parties can try to influence the voters. With TV, a candidate can address millions of voters in one appearance. Elections have been increasingly dominated by TV since coverage began in 1859. Since then it has come to dictate the form and style of electioneering, as well as having a large influence over the agenda for discussion. TV producers now have the power to focus on issues, which they believe are interesting or controversial. Sometimes politicians come to resent this, in the first week 1997 election campaign; Conservative speakers were frustrated at their inability to get their positive message across. ...read more.

Conclusion

Sound bites Advisers know how to make sure that the media report stories in the way that they desire. One way of doing so is to include sound bites in speeches. These are short, snappy phrases that can yield a good headline. Tony Blair is well know for his compact catch phrase on crime when he was opposition leader: "Tough in crime, tough on the causes of crime", a sound bite that summarised his position on law and order. Spin and spin-doctors Spin-doctors are able to use several techniques to put the government's spin or angle on the news, so that the story receives a favourable response. This is nothing new, for those in power have always wanted to put gloss on events to present them in the best possible light, but this has now become one of the political arts. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Politics section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Politics essays

  1. Conflict Analysis: Angola

    The war was twice deadly; death resulted from fighting, but also from disease and hunger. This was aggravated by the huge number of internally displaced people, which peaked in 2001 at four million people (about a third of the population)46.

  2. A critical analysis of selected election literature and party political broadcasts from the general ...

    It is clearly aimed at parents, probably working parents that use public transport to get to work. It is presented by Charles Kennedy, the party leader. Their slogan is "a real chance for a real change". It has alliteration and repetition, so it is catchy and memorable.

  1. Decentralization and development of modern local government systems in Eastern Europe

    Such debates are interesting from another aspect as well. The whole process of reform exhibited numerous changes of direction in the 1990s. As will be demonstrated later in this study, attempts to group countries according to the systems they have adopted are quite problematic, since such analogies will probably become defunct as the trajectory of transition continues to shift country by country in the coming years.

  2. What advice would you give to Labor Leadership in light of the recent research ...

    THE NEW VOTER TRENDS, Socio-psycological Model and Issue Voting. There numerous factors that influence voter behavior, and these influences act in complicated ways to dictate party support. However, there are two significant and easily exploitable trends in modern voting behavior, socio-psycological party attachment and issue voting.

  1. Should the 1997 general election be viewed as a 'critical election'?

    The changes obviously ran much deeper than just a catchy update to the party name, firstly the party made an ideological shift from the left of the political spectrum more towards the centre. Labour went from being an out and out Socialist party to having no real ideology (The Third Way).

  2. Should the 1997 general election be viewed as a 'critical election'?

    Neil Hamilton and the "cash for questions scandal" started to give people the indication that the party couldn't be trusted. Taking money to ask specific questions in Parliament isn't something to make people trust a party. Along with the problems above, throughout the years 1992-1997 the party became divided over

  1. A Modern World Study - Modern China.

    His contempt for unworthy leaders proved useful for toppling ailing dynasties. He was one of the creators of the Mandate of Heaven and that was the beginning of China being ruled by only one person and everyone else had no say.

  2. How Far Can 1997 Be Described As a “Critical Election?

    The "old" policy agenda, would have dominated the campaign and "there were no great issues dividing the parties in the eyes of the electorate." Once again, 1997 does not fall into this category, due mainly to such a strong Labour government.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work