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Lilleker, Darren; Negrine, R. (2003)
Languages: English
Types: Article
Subjects: ccms, pol
Does New Labour’s model of a centrally orchestrated and\ud national-centric political communication strategy effectively engage the electorate? Drawing on interviews with those active in politics “on the ground,” this paper argues that the centralised party model has become unpopular. Furthermore, as these activists tell us, the model is also causing the electorate to reject the democratic process and become apathetic about the political system. Many in Britain, therefore, look to a more locally\ud focussed model, one that has proved successful for the Liberal Democrat party. This model allows communication to be managed at the local level and for the candidate to interact with the local context. An effectively marketed, locally contextualised strategy allows politics to connect with the electorate and, we would suggest, will become more\ud widespread with the realisation that top-down politics does not engage with voters. \ud
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    • Wintour, Patrick, “Politics must change or die, says Minister,” The Guardian, 12 February 2002.
    • Wring, Dominic, “The marketing colonization of political campaigning,” in Handbook of Political Marketing, Bruce I. Newman (Ed.) (Thousand Oaks, CA: Sage, 1999) 41-54.
  • Inferred research data

    The results below are discovered through our pilot algorithms. Let us know how we are doing!

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