Please use this identifier to cite or link to this item:
Title: The Changing Nature of Party Election Broadcasts: The Growing Influence of Political Marketing
Authors: Gunter, Barrie
Saltzis, Kostas
Campbell, Vincent P.
First Published: 30-Aug-2014
Publisher: Routledge (Taylor and Francis)
Citation: Journal of Political Marketing: political campaigns in the new millennium 2014 DOI 10.1080/15377857.2012.693060
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.
DOI Link: 10.1080/15377857.2012.693060
ISSN: 1537-7857
eISSN: 1537-7865
Version: Post-print
Status: Peer-reviewed
Type: Journal Article
Rights: Copyright © 2014, Routledge (Taylor & Francis). Deposited with reference to the publisher’s archiving policy available on the SHERPA/RoMEO website.
Description: The file associated with this record is under embargo for 18 months from first publication.
Appears in Collections:Published Articles, Dept. of Media and Communication

Files in This Item:
File Description SizeFormat 
Changing Nature of PEBs_BG_KS_VPC_AM.pdfPost-review (final submitted)274.94 kBAdobe PDFView/Open

Items in LRA are protected by copyright, with all rights reserved, unless otherwise indicated.