Something old, something new?

Modelling political communication in the 2010 UK general election

Authored by: Jenny Lloyd

Routledge Handbook of Political Marketing

Print publication date:  November  2011
Online publication date:  March  2012

Print ISBN: 9780415579933
eBook ISBN: 9780203349908
Adobe ISBN: 9781136597442


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It might be argued that political communication is one of the primary drivers of an effective democracy (Cook 1998) and, as such, an understanding of the political communication process is essential to those seeking to work within one. In its most simple form, ‘political communication’ has been defined as the transmission of political messages between government and voters (Baek 2009). However, it is clear that the contemporary political communication landscape is much more complex than this. According to Manheim (2011), in addition to conventional sources, modern political communication has also evolved to include messages from non-governmental sources such as advocacy groups, corporations, international organisations and even insurgent and terrorist groups. These touch every aspect of contemporary political life with their aim to not only inform but to influence and persuade.

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