Skip to main content
Article thumbnail
Location of Repository

Not big brand names but corner shops: marketing politics to a disengaged electorate

By Darren Lilleker and R. Negrine

Abstract

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. \u

Topics: ccms, pol
Year: 2003
OAI identifier: oai:eprints.bournemouth.ac.uk:1016

Suggested articles

Citations

  1. (2001). A New Conservative Century (London: Centre for Policy Studies,
  2. (1995). Designer Politics: How Elections Are Won (London: doi
  3. (2001). How to Win and Election (London: Politicos,
  4. (2002). Labour’s hard hitter demands respect,”
  5. (2000). Mandelson and the Making of New Labour (London: Harper Collins,
  6. (1997). Modern Constituency Elections (London: Frank Cass, doi
  7. (2001). Political Marketing and British Political Parties: The Party’s Just Begun (Manchester: doi
  8. (2001). Political marketing and traditional values: Old Labour for new times.” doi
  9. (2002). Politics must change or die, says
  10. (2002). Politics with a purpose: dealing with voter disaffection,”
  11. (2002). Smoke and mirrors: Is that the way it is? Themes in political marketing,” doi
  12. (2002). The Blair Revolution Revisited (London: Politicos, doi
  13. (1999). The marketing colonization of political campaigning,” in Handbook of Political Marketing, Bruce I. Newman (Ed.) (Thousand Oaks, CA: Sage,
  14. (1994). The Marketing of the President: Political Marketing as Campaign Strategy doi
  15. (1987). The Personal Vote: Constituency Service and Electoral Independence doi
  16. (2003). The professionalisation of media-based campaigning in Britain 1966-2001: The rise of a proactive media strategy,” Journalism Studies doi
  17. (2001). The Role of the Member of Parliament Since 1868: From Gentlemen to Players (Oxford: doi
  18. (1998). The Unfinished Revolution
  19. (2003). Whose Left? Working class political allegiances in post-industrial doi
  20. (1998). Why the Conservatives lost,” in Why Labour Won the General Election of 1997, Ivor Crewe, Brian Gosschalk and John Bartle (Eds.) (London: Frank Cass, doi

To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.