• Login
    View Item 
    •   DORA Home
    • Faculty of Computing, Engineering and Media
    • Leicester Media School
    • View Item
    •   DORA Home
    • Faculty of Computing, Engineering and Media
    • Leicester Media School
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    'Labour, Political Marketing and the 2005 Election: A Campaign of Two Halves'

    Thumbnail
    Date
    2005-11
    Author
    Savigny, Heather
    Metadata
    Show attachments and full item record
    Abstract
    Labour's 2005 election campaign was extensively underpinned by political marketing. This resulted in a campaign of unequal halves; generic and populist at national level; focused and individualised at local level. This article describes the text of Labour's campaign, and its response to its environment, focusing upon its image management strategies in response to the political and media environment within which it operated. This also included the Conservatives and an increasing overlap between politics and celebrity culture. This campaign saw a continuation and sophistication of marketing strategies and technologies, enabling parties to target individual, strategically important, voters. A specific personalised message was presented to 2% of the electorate, while a broad image was promoted to the rest of the populace. With an election focused on a targeted minority of the electorate, it is argued that far from being a force to enhance democracy, marketing at the 2005 election challenges the ideals upon which the democratic process of politics is premised.
    Description
    Citation : Savigny, H. (2005) 'Labour, Political Marketing and the 2005 Election: A Campaign of Two Halves' Journal of Marketing Management 21( 9-10) pp925-42
    URI
    http://hdl.handle.net/2086/15765
    DOI
    https://doi.org/10.1362/026725705775194076
    Research Institute : Media and Communication Research Centre (MCRC)
    Peer Reviewed : Yes
    Collections
    • Leicester Media School [1316]

    Submission Guide | Reporting Guide | Reporting Tool | DMU Open Access Libguide | Take Down Policy | Connect with DORA
    DMU LIbrary
     

     

    Browse

    All of DORACommunities & CollectionsAuthorsTitlesSubjects/KeywordsResearch InstituteBy Publication DateBy Submission DateThis CollectionAuthorsTitlesSubjects/KeywordsResearch InstituteBy Publication DateBy Submission Date

    My Account

    Login

    Submission Guide | Reporting Guide | Reporting Tool | DMU Open Access Libguide | Take Down Policy | Connect with DORA
    DMU LIbrary