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

Lilleker, D. and Negrine, R., 2003. Not big brand names but corner shops: marketing politics to a disengaged electorate. Journal of Political Marketing, 2 (1), 55-75.

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Does New Labour’s model of a centrally orchestrated and 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 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 widespread with the realisation that top-down politics does not engage with voters.

Item Type:Article
Additional Information:This article originally appeared in The Journal of Political Marketing published by Haworth Press 2003. All Rights Reserved.
Uncontrolled Keywords:Political communication, political marketing, British political parties, voting behaviour
Group:Faculty of Media & Communication
ID Code:1016
Deposited On:02 Jan 2008
Last Modified:14 Mar 2022 13:06


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