By John Bartle, Dylan Griffiths
Dramatic adjustments in society, know-how and tradition have remodeled the connection among political events, the media, and the person voter during the last fifty years. The top researchers accrued during this quantity supply a finished research of the evolution of British political verbal exchange considering the fact that 1945. They discover the contest for insurance among political events and media agencies, the continuing competition among politicians and the click, and the results for the standard of British democracy.
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Extra resources for Political Communications Transformed: From Morrison to Mandelson
The best that any party could do was to target the small group of ‘floating voters’ (around 10 per cent of the electorate) that had no identification at all. In the aligned voter model, political communications are of great importance in the long run. 17 Such communications are important. It has been calculated, for example, that over four million people actively sought to persuade others to vote Labour in the 1997 election. 18 Parties have even tried to encourage such forms of personal influence.
It will assess how election campaigning evolved over the course of the twentieth century and show how changes have been made in response to the enfranchisement of a mass electorate and the challenge of a pervasive mass media. Consideration will also be given to ‘the politics of communication’, that is the impact that developments in campaigning have had on the internal organization of political parties in Britain. Discussion will focus on the ways in which strategic change have tended to result in the further centralization of power within parliamentary leaderships and their agents.
51 The expansion of education that has occurred since 1945 therefore led many to suggest that voters are more knowledgeable about politics and better able to arrive at their own opinions on the issues of the day. Yet theories of ‘cognitive mobilization’ are difficult to assess since we lack time series data on political knowledge. 53 The notion that voters have become more knowledgeable and sophisticated though widespread – and highly plausible – has surprisingly little evidence to support it. 4 Late deciders and waverers (1964–1997) Decided during campaign Thought about voting for other party 1964–70 (Avg) 1974 Feb 1974 Oct 1979 1983 1987 1992 1997 12 23 22 28 22 21 24 27 23 25 21 31 25 28 26 31 Source: David Denver, Elections and Voting Behaviour in Britain (London: Harvester Wheatsheaf, 1994), p.
Political Communications Transformed: From Morrison to Mandelson by John Bartle, Dylan Griffiths