• 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

    There were atrocities on both sides. The UN condemned UNITA in May, for the indiscriminate shelling of Huambo, Kuito and Malanje34. The un/under paid FAA troops also caused misery for many people, looting, raping in various communities. One report told of a man that had been shot in the legs for not immediately offering his possessions to government troops35.

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

    Programs such as Labor's "Women only" short lists ensured gender diversity within the party. Although New Labor can no longer exclude men from these lists they can still seek out and promote qualified women within the party.

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

    It is possible to argue that much of the electorate voted "negatively", such as the huge evidence of tactical voting against the Conservatives, but there was clearly a much stronger existence of a "positive" switch towards New Labour. The Conservatives would support Norris' suggestion of there being little difference between

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

    As the direct contacts between local practitioners (mayors, chief executives, finance directors) are developing, they could learn from the other countries addressed in this book. Writing and editing this volume was a rather long process. We acknowledge LGI's steering committee, which initiated the work and contributed valuable advice on several professional issues.

  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. A Modern World Study - Modern China.

    even the house he was said to have been born in were destroyed. The whole idea of not having a democratic government was down to Confucius, he was the person who taught the Chinese people that a bad ruler "heaven's mandate" and forfeits his right to rule.

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

    That is also like a newspaper, because they are printed on cheap paper. The whole newspaper display, I think, is because of what news represents. When you watch the news on television, you rarely question how truthful or up to date it is, because the news is honest and up to date.

  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

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