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The evolution of election campaigning: Insights from Parliamentary Affairs

14 Jun 2024
Polling clerk outside a polling station in Martinhoe, Lynton, Devon. ©Alamy / Guy Harrop
Polling clerk outside a polling station in Martinhoe, Lynton, Devon. ©Alamy / Guy Harrop

How have election campaign strategies evolved over the past 15 years to shape today's political landscape? This special collection of articles from our journal, Parliamentary Affairs, highlights the increasing sophistication and personalisation of national and constituency-level campaigns. It explores how political parties target key voter groups, leverage constituency visits from party leaders for electoral gains, and increasingly rely on digital campaigning.

Leaflets from candidates of different parties competing in the 2015 General Election. ©Alamy / BasPhoto

Conceived in Harlesden: Candidate-centred campaigning in British general elections

Caitlin Milazzo & Joshua Townsley (2018)

The personal attributes of prospective parliamentary candidates (PPCs) feature prominently in general election campaign materials. Using a dataset of 3,700+ leaflets this article explores the conditions under which messages emphasising the personal characteristics of candidates appear in election campaign materials.

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Labour leader Jeremy Corbyn addresses supporters and the media at a rally in Manchester to launch their 2017 General Election campaign. ©Alamy / Ian Hinchcliffe

‘For the many, not the few’: Strategising the campaign trail at the 2017 UK general election

Alia Middleton (2018)

What strategic choices shape campaign visits by party leaders? Drawing on interviews with local party campaigners during the 2017 general election, this article sheds light on the organisation of these visits and their impact on local campaigns.

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Muslim voters arriving at a polling station in Small Heath, Birmingham. ©Alamy / Andrew Fox

Taking minorities for granted? Ethnic density, party campaigning and targeting minority voters in 2010 British general elections

Maria Sobolewska, Edward Fieldhouse & David Cutts (2012)

Do parties campaign more intensively in high ethnic density areas and do minorities outside these areas receive less attention from party campaigns? Political parties are sometimes accused of taking racial and ethnic minority voters for granted in Britain. This article explores the relationship between party campaigning, individual mobilisation, and ethnic population density.

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Members of the Labour Party in Basildon Town Centre canvassing for support in the 2015 general election. ©Alamy / Gordon Scammell

You get what you (don't) pay for: The impact of volunteer labour and candidate spending at the 2010 British general election

Justin Fisher, Ron Johnston, David Cutts, Charles Pattie & Edward Fieldhouse (2013)

Do local party volunteers make a difference in elections? Using candidate spending data and extensive survey responses from election agents in the 2010 British general election this research evaluates the impact of campaign expenditure and voluntary labour. The findings suggest that while campaign spending influences electoral results, voluntary efforts can offset some of these effects.

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Social media apps, including Facebook, Instagram, YouTube and WhatsApp, displayed on a mobile phone scree. ©Alamy / PA images

Mobilising or chasing voters on Facebook? Analysing echo-chamber effects at the UK parliamentary general election 2019

Sam Power and Ben Mason (2021)

Does online campaigning lead to echo chambers, tuning out dissenting voices? Are political parties focusing their online campaigns on easily persuadable electorates - chasing votes as much as mobilising supporters? This research draws on Facebook's Ad Archive to analyse the main parties' online campaign activity in the 2019 general election.

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Theresa May's Facebook page 2017. © Alamy / Casimiro

Digital campaigning: The rise of Facebook and satellite campaigns

Katharine Dommett and Luke Temple (2018)

Digital technology has changed the nature of political campaigns. This research analyses the 2017 digital campaign, including the emergence of satellite campaigns like 'Campaign Together', to explore how digital media is reconfiguring party-related engagement and campaign strategies. What are the implications for parties' organisational structures, practices and behaviour as well as public expectations of campaigning?

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Party Leaders first television election debate (L-R) Nick Clegg, David Cameron, Gordon Brown, 15 April 2010, Manchester. ©Alamy / Homer Sykes

The media and the 2010 campaign: The television election?

Dominic Wring and Stephen Ward (2010)

The 2010 election was one of the most competitive campaigns of recent decades. What influence did the first ever leaders debates have on the campaign and outcome of the election? Did press endorsements make much difference to the campaign? And given the hype about an internet election did e-campaigning make any difference to the campaign?

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Britain Votes: special general election editions of the journal

Britain Votes 2019

In another extraordinary chapter in a series of dramatic recent contests, Boris Johnson's Conservative Party turned prolonged parliamentary stalemate into a decisive overall majority. The Conservatives' victory saw the demolition of much of Labour's 'red wall' of seemingly impregnable seats. This volume explains how and why this happened.

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Britain Votes 2017

Widespread assumptions of a Conservative coronation rather than a contest were confounded as Theresa May mislaid her majority and a hung Parliament emerged. The campaigns, policies and leaderships of the parties are analysed; the targeting of the youth and women's vote are assessed; and the parties use of traditional and digital media is explored.

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Britain Votes 2015

The outcome of this extraordinary general election surprised many analysts. This volume offers a detailed analysis of the overall result as well as the individual contests in each of the four nations. It provides a comprehensive assessment of the strategy, finance and performance of the parties, and explores key issues such as the economy and migration.

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Britain Votes 2010

This volume explores the ideas and fortunes of the main parties, discusses the impact of new campaign features, notably the leadership debates, and examines the key issues which featured in the campaign. How the Conservative-Lib Dem coalition was formed is explored, and there is analysis of whether coalitions are likely to be less exceptional in future.

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Latest / Highlights

News / Parliament Matters Bulletin: What’s coming up in Parliament this week? 13-14 May 2026

Parliament returns on Wednesday with the State Opening and the King’s Speech marking the start of a new parliamentary session. Many traditions will be observed, including presentation of the Outlawries Bill and the Select Vestries Bill and an order instructing the Metropolitan Police to prevent “stoppages in the street”. In the Commons, the Speaker will remind MPs of their duties and responsibilities, before debate begins on the Loyal Address. The Education Committee will take evidence on the benefits of children reading for pleasure, and the Home Affairs Committee will consider responses to antisemitism.

10 May 2026
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Briefings / The assisted dying bill: How could the Parliament Act be used?

The Terminally Ill Adults (End of Life) Bill – the bill to legalise assisted dying in England and Wales – fell at the close of the 2024-2026 parliamentary session, after running out of time in the House of Lords. Attention has now shifted to whether the bill could return in the next session and, if so, whether it could be enacted using the procedures set out in the Parliament Act. This briefing explains the Parliament Act procedure, examines previous uses of the Act and the procedural lessons that may be drawn from them, and looks at the constitutional issues involved.

07 May 2026
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News / What now? The local election fallout hits Westminster - Parliament Matters podcast, Episode 141

Labour’s disastrous local election results have intensified speculation about Keir Starmer’s future. But if pressure on the leadership continues to grow, how exactly do Labour’s leadership rules work – and what would it take to mount a serious challenge? Now that the Scottish and Welsh elections are over, attention will turn to governing. How do the devolved parliaments return to business? And in Wales, where the Senedd will install a non-Labour First Minister and government for the first time in its history, how will the process work? Could a new administration trigger fresh tensions with Westminster and Whitehall? Listen and subscribe: Apple Podcasts · Spotify · Acast · YouTube · Other apps · RSS

09 May 2026
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News / Dynamic alignment and Henry VIII powers: What will the Government’s EU reset mean for Parliament? - Parliament Matters podcast, Episode 139

A major “EU reset” bill could allow Ministers to dynamically align UK law with EU rules using so-called Henry VIII powers, raising fresh questions about Parliament’s role and scrutiny. We are joined by Professor Catherine Barnard to explore the trade-offs and implications. We also examine Parliament’s surprise block on Church of England governance reforms and ask whether shutting down Parliament for a two-week prorogation – when it cannot be recalled – is wise in an increasingly unstable world. Listen and subscribe: Apple Podcasts · Spotify · Acast · YouTube · Other apps · RSS

17 Apr 2026
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Submissions / Written Parliamentary Questions - Our evidence to the House of Commons Procedure Committee

The use of Written Parliamentary Questions (WPQs) is rising sharply. Since July 2024, MPs have tabled questions at unprecedented levels. By late 2025 MPs were tabling over 600 per sitting day, more than double the long-term average. WPQs are a cornerstone of parliamentary scrutiny, helping MPs obtain information, challenge government policy and put issues on the public record. But this surge raises important questions about how Parliament balances transparency and accountability with the practical limits of the system. The House of Commons Procedure Committee is now examining the issue and has just published our submission containing our latest data and analysis.

06 Mar 2026
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