Evaluating the electoral effects of traditional and modern modes of constituency campaigning in Britain 1992–2005

Abstract

This article examines changes in the nature of constituency campaigning in Britain over the four general elections between 1992 and 2005. Using quantitative scales of traditional and modern forms of campaigning, the analysis suggests that, in general, traditional campaigning has declined in importance and that there has been increasing reliance on modern techniques. The article then considers the relative impact of more modern and more traditional campaigns on party vote share and electoral turnout. It shows that, in general, traditional campaigning tends to yield greater electoral payoffs, but that the positive impact of modern campaigning techniques upon turnout is growing.