Campaign Activities and Electoral Outcomes in Britain 1979 and 1983 |
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| Authors: | MCALLISTER IAN |
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| Affiliation: | Ian McAllister is Professor and Head of the Department of Government, Faculty of Military Studies, University of New South Wales, Australia. The data utilized in this analysis were made available by the SSRC Survey Archive at the University of Essex and were originally collected by Gallup on behalf of the BBC. Neither the original collectors of the data nor the disseminating agency bear any responsibility for the analyses or interpretations presented herein. The author is grateful to Ivor Crewe, Anthony Mughan, Frank Jones, and two anonymous referees for their comments on an earlier draft. |
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| Abstract: | ![]()
Political broadcasting through the electronic media has largelydisplaced two older methods of influencing voters—canvassingand advertising in the press—as the dominant party campaignactivity during elections. This article utilizes survey datacollected during the 1979 and 1983 British general electionsto estimate the reported effects of these three types of campaignactivity on electoral outcomes. The results show that few votersreport being influenced by canvassing and advertising, and thenet effect on the vote is either small or nonexistent. By contrast,around 1 in 6 report being influenced by a party political broadcast,and those most influenced are eventual Liberal-Alliance voters.The net electoral effect of political broadcasting can rangeas high as 3.4 percent, but gains for the Conservatives andLabour are offset by the political broadcasting of competitors.The main exceptions are the Liberals in 1979 and the Alliancein 1983, who made a net gain of 1.5 percent and 3.3 percentof the vote, respectively. |
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