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

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Analysis of Party Electoral Communications in the 1997 UK General Election

Part 1 - Core Concepts and Theories -----------------------------------

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 ---------------------------------------

The kind
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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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