On Message Communicating the Campaign [Paperback]

To what extent are the techniques ofcampaigning 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.To what extent are the techniques ofcampaigning 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.`The authors provide a most interesting discussion on the developments in political campaigning over the years... This new work develops both the core analysis of political campaigning in its broadest sense and specific British campaigning variables. Having seen most of these authors in action over the years, they can be most satisfied that their work over that time has paid off in such a useful book, which will no doubt form part of any discussion on political campaigning' - The Reformer

`On Message is the most innovative and comprehensive study of the effects of comlÓÂ