Download e-book for kindle: Political Communication (Politics Study Guides) by Steven Foster

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Additional info for Political Communication (Politics Study Guides)

Sample text

Thirdly, it encourages the belief that new generations of voters – the so-called ‘digital natives’ – cannot be reached through the traditional means of modern communication: mass political advertising and broadcast communications. 6. 6 Selected features of the post-modern paradigm Decentralisation Whilst the overarching communication strategy has retained its dominance, the management of much campaigning has been decentralised in order to give it greater sensitivity to local realities. Ironically, this has led to a revival in constituency campaigning albeit in a new form.

Targeting This is the most important recent development in campaign management, a point I shall take up in more detail in the following chapter. For some experts ‘the campaigns in the [target] constituencies now dominate the parties’ overall campaign strategy’ (Fisher et al. 2005: 18). This has presented campaign managers with a completely new set of managerial and logistical problems, which extend from determining the extent of the targeting, through the coordination of canvassing and ‘knocking up’ operations, to overseeing direct mailing and the many other forms of direct marketing.

MOSAIC divides the adult population into 61 separate categories, which are then used to evaluate their tastes and consumer behaviour. However, and in addition, parties believe that the social characteristics of such a stratified range of groups can be used also to identify likely voting behaviour. In this way, commercial databases plug any number of gaps in a party’s internally generated intelligence. That MOSAIC cross-references this information against postcode areas helps parties still further to identify where their target voters are most likely to live.

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Political Communication (Politics Study Guides) by Steven Foster

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