Journal

The evolution of election campaigning: Insights from Parliamentary Affairs

14 Jun 2024
Polling clerk outside a polling station in Martinhoe, Lynton, Devon. ©Alamy / Guy Harrop
Polling clerk outside a polling station in Martinhoe, Lynton, Devon. ©Alamy / Guy Harrop

How have election campaign strategies evolved over the past 15 years to shape today's political landscape? This special collection of articles from our journal, Parliamentary Affairs, highlights the increasing sophistication and personalisation of national and constituency-level campaigns. It explores how political parties target key voter groups, leverage constituency visits from party leaders for electoral gains, and increasingly rely on digital campaigning.

Leaflets from candidates of different parties competing in the 2015 General Election. ©Alamy / BasPhoto

Conceived in Harlesden: Candidate-centred campaigning in British general elections

Caitlin Milazzo & Joshua Townsley (2018)

The personal attributes of prospective parliamentary candidates (PPCs) feature prominently in general election campaign materials. Using a dataset of 3,700+ leaflets this article explores the conditions under which messages emphasising the personal characteristics of candidates appear in election campaign materials.

Labour leader Jeremy Corbyn addresses supporters and the media at a rally in Manchester to launch their 2017 General Election campaign. ©Alamy / Ian Hinchcliffe

‘For the many, not the few’: Strategising the campaign trail at the 2017 UK general election

Alia Middleton (2018)

What strategic choices shape campaign visits by party leaders? Drawing on interviews with local party campaigners during the 2017 general election, this article sheds light on the organisation of these visits and their impact on local campaigns.

Muslim voters arriving at a polling station in Small Heath, Birmingham. ©Alamy / Andrew Fox

Taking minorities for granted? Ethnic density, party campaigning and targeting minority voters in 2010 British general elections

Maria Sobolewska, Edward Fieldhouse & David Cutts (2012)

Do parties campaign more intensively in high ethnic density areas and do minorities outside these areas receive less attention from party campaigns? Political parties are sometimes accused of taking racial and ethnic minority voters for granted in Britain. This article explores the relationship between party campaigning, individual mobilisation, and ethnic population density.

Members of the Labour Party in Basildon Town Centre canvassing for support in the 2015 general election. ©Alamy / Gordon Scammell

You get what you (don't) pay for: The impact of volunteer labour and candidate spending at the 2010 British general election

Justin Fisher, Ron Johnston, David Cutts, Charles Pattie & Edward Fieldhouse (2013)

Do local party volunteers make a difference in elections? Using candidate spending data and extensive survey responses from election agents in the 2010 British general election this research evaluates the impact of campaign expenditure and voluntary labour. The findings suggest that while campaign spending influences electoral results, voluntary efforts can offset some of these effects.

Social media apps, including Facebook, Instagram, YouTube and WhatsApp, displayed on a mobile phone scree. ©Alamy / PA images

Mobilising or chasing voters on Facebook? Analysing echo-chamber effects at the UK parliamentary general election 2019

Sam Power and Ben Mason (2021)

Does online campaigning lead to echo chambers, tuning out dissenting voices? Are political parties focusing their online campaigns on easily persuadable electorates - chasing votes as much as mobilising supporters? This research draws on Facebook's Ad Archive to analyse the main parties' online campaign activity in the 2019 general election.

Theresa May's Facebook page 2017. © Alamy / Casimiro

Digital campaigning: The rise of Facebook and satellite campaigns

Katharine Dommett and Luke Temple (2018)

Digital technology has changed the nature of political campaigns. This research analyses the 2017 digital campaign, including the emergence of satellite campaigns like 'Campaign Together', to explore how digital media is reconfiguring party-related engagement and campaign strategies. What are the implications for parties' organisational structures, practices and behaviour as well as public expectations of campaigning?

Party Leaders first television election debate (L-R) Nick Clegg, David Cameron, Gordon Brown, 15 April 2010, Manchester. ©Alamy / Homer Sykes

The media and the 2010 campaign: The television election?

Dominic Wring and Stephen Ward (2010)

The 2010 election was one of the most competitive campaigns of recent decades. What influence did the first ever leaders debates have on the campaign and outcome of the election? Did press endorsements make much difference to the campaign? And given the hype about an internet election did e-campaigning make any difference to the campaign?

Britain Votes 2019

In another extraordinary chapter in a series of dramatic recent contests, Boris Johnson's Conservative Party turned prolonged parliamentary stalemate into a decisive overall majority. The Conservatives' victory saw the demolition of much of Labour's 'red wall' of seemingly impregnable seats. This volume explains how and why this happened.

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Britain Votes 2017

Widespread assumptions of a Conservative coronation rather than a contest were confounded as Theresa May mislaid her majority and a hung Parliament emerged. The campaigns, policies and leaderships of the parties are analysed; the targeting of the youth and women's vote are assessed; and the parties use of traditional and digital media is explored.

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Britain Votes 2015

The outcome of this extraordinary general election surprised many analysts. This volume offers a detailed analysis of the overall result as well as the individual contests in each of the four nations. It provides a comprehensive assessment of the strategy, finance and performance of the parties, and explores key issues such as the economy and migration.

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Britain Votes 2010

This volume explores the ideas and fortunes of the main parties, discusses the impact of new campaign features, notably the leadership debates, and examines the key issues which featured in the campaign. How the Conservative-Lib Dem coalition was formed is explored, and there is analysis of whether coalitions are likely to be less exceptional in future.

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Briefings / Last-minute powers and limited scrutiny: Parliament and the risks of consigning online safety law to delegated legislation

Two late-stage government amendments to the Crime and Policing Bill and the Children’s Wellbeing and Schools Bill would grant Ministers significant powers to reshape key parts of the Online Safety Act through delegated legislation. While the policy goals may attract support, the method raises serious constitutional concerns about parliamentary scrutiny and accountability. Using these amendments as a case study, this briefing explores the risks of relying on regulations to make policy and explains how the Hansard Society’s proposed reforms to the delegated legislation scrutiny system could better balance governmental flexibility with democratic oversight.

09 Mar 2026
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News / Is the assisted dying bill being filibustered? - Parliament Matters podcast, Episode 135

Debate over the Terminally Ill Adults (End of Life) Bill has been so slow in the House of Lords that opponents of the Bill are accused of deliberately running down the clock. Conservative Peer Lord Harper rejects claims of filibustering, arguing that Peers are undertaking necessary scrutiny of a flawed and complex bill. He contends the legislation lacks adequate safeguards and was unsuited to the Private Member’s Bill process and discusses whether MPs might attempt to revive it in a future parliamentary Session. Listen and subscribe: Apple Podcasts · Spotify · Acast · YouTube · Other apps · RSS

10 Mar 2026
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Blog / The Backbench Business Committee 15 years on: Has it given backbench MPs a stronger voice in the House of Commons?

Fifteen years after its creation, the Backbench Business Committee has become an important mechanism through which MPs can secure debates and raise issues in the House of Commons. Drawing on new research analysing debate transcripts and interviews with MPs, Ministers and officials, this blogpost analyses the Committee’s impact on parliamentary agenda-setting and cross-party campaigning. It highlights how the Committee has transformed opportunities for backbenchers while identifying ongoing challenges around participation, transparency and the Committee’s potential role in representing backbench interests more broadly.

07 Mar 2026
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News / Parliament Matters Bulletin: What’s coming up in Parliament this week? 9-13 March 2026

The Treasury Committee questions Chancellor Rachel Reeves, the OBR, and the IFS, on the Spring Forecast. The Chancellor also faces MPs’ oral questions. MPs will for the first time debate the legislation – the Courts and Tribunals Bill – that proposes to abolish jury trials. They will also consider proposed Government powers to restrict children’s access to social media, complete the final stages of the Bill to implement the Autumn Budget, and hold a debate to mark International Women’s Day. In the Lords, the House of Lords (Hereditary Peers) Bill returns for consideration of amendments. Peers also continue their scrutiny of the Crime and Policing, Victims and Courts, Tobacco and Vapes, and National Insurance Contributions Bills, while the assisted dying bill reaches its eleventh day in Committee.

08 Mar 2026
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News / Starmer, Iran, and Parliament’s role in war powers - Parliament Matters podcast, Episode 134

What role does Parliament play when the UK is involved in military action? In this week’s episode, we explore the evolving practice of parliamentary war powers, sparked by Prime Minister Sir Keir Starmer’s response to recent developments in Iran and the Middle East. We discuss the royal prerogative, the uncertain post-Iraq convention on war powers, and proposals to codify Parliament’s role. Plus, we discuss the return of the Hereditary Peers Bill, proposals to increase MPs’ pay, scrutiny of defence spending, and the Spring Statement and wider economic outlook. Listen and subscribe: Apple Podcasts · Spotify · Acast · YouTube · Other apps · RSS

06 Mar 2026
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