Analysis of Party Electoral Communications in the 1997 UK General Election.

3865 Words 16 Pages
Analysis of Party Electoral Communications in the 1997 UK General Election


Part 1 - Core Concepts and Theories
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The subject matter in this topic draws very heavily on Public
Relations and Communications theory and practice. The 1997 General
Election was one that was fought very much on the "media
battleground", and one of the campaigns that involves the fields of
Public Relations and Mass Communication more than almost any other in
British Political History. This, therefore, I feel is an excellent
forum in which to discuss Politics and Communication Theory.


Initial thoughts - Communication Theory
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The kind of
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This is particularly noticeable
in the Labour Election Campaign of 1997.

The campaign, that will be studied further below, drew on several PR
and Politics related disciplines of how to communicate with the
electorate, using both new and tried and tested ideas, in a format
that is now accepted as the basis for comparison in all of the
election campaigns of European Social Democrat parties. The evidence
of the usefulness of these theories seen by Labour's landslide victory
is clear, and an attempt will be made to study what tactics and
strategies were used in order to achieve the result that eventually
occurred. While main focus will be made on the successor's (Labour's)
campaign tactics, an analysis of Conservative counter-tactics will
also be made in order to give a more balanced view of how parties
communicate with their publics in the political landscape of Britain
today.

Key concepts that relate to this case study include:

Politics and Communication - a general exploration of how politics and
communication are entwined

Mass Media and Politics - how was the mass media used in this
campaign?

Voting & the electoral system - how the ways people voted contributed
to the result

Party Ideologies - the thinking behind parties' strategies


Politics and Communication - General Theory…

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