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Title: The Changing Nature of Party Election Broadcasts: The Growing Influence of Political Marketing
Authors: Gunter, Barrie
Saltzis, Kostas
Campbell, Vincent Patrick
First Published: 2013
Publisher: Taylor & Francis
Citation: The Journal of Political Marketing, Forthcoming
Abstract: This paper reports findings from a study of the changing nature of the narrative contents and production formats of Party Election Broadcasts (PEBs) produced by the Labour, Conservative and Liberal Democratic parties for UK General Elections from 1979 to 2010. This analysis tracked production changes that might signal a movement on the part of the political parties towards using marketing-oriented techniques of the kind found in televised advertising. Although PEBs are not technically classified as advertisements by the broadcasting industry, but rather as programmes, they nevertheless present an opportunity to political parties to promote themselves and their policies. Using content analysis, it was found that PEBs have grown progressively shorter from 1979 to 2010 and become faster paced. They have become more sophisticated as productions with wider use of dramatised documentary formats rather than talking heads, popular music and professional performers.
ISSN: 1537-7857
eISSN: 1537-7865
Embargo on file until: 1-Jan-10000
Version: Post-print
Status: Peer-reviewed
Type: Journal Article
Rights: Copyright © Taylor & Francis Group, LLC. Deposited with reference to the publisher's archiving policy available on the SHERPA/RoMEO website. This is an Author's Accepted Manuscript of an article accepted for publication in Journal of Political Marketing. Journal of Political Marketing, copyright Taylor & Francis, is available online at:
Description: Embargo length currently unknown. This article is still in press and will have an 18 month embargo on availability of the full text, once it has been published.
Appears in Collections:Published Articles, Dept. of Media and Communication

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