The advent of new technology and the importation of "professional
communicators" has transformed the nature of British election
campaigning. In this book, Dennis Kavanagh explores this so-called
process of "Americanization," characterized by the increasing
importance of the media in elections and the rise of adverti2Zing
agencies, pollsters, public relations advisers and speechwriters.
He examines how the "professional communicators" function within
British politics, and assesses the reaction of the politicians
themselves to the changing environment of election campaigns.
Identifying the three key groups of actors in the electoral
process - the voters; the press and television journalists; the
politicians, campaign managers and advisers - Kavanagh explores how
campaign communications in Britain have changed in the course of
the century. By drawing on interviews with some of the major
players in recent British elections, he differentiates between the
styles of the present-day political camps, and provides an
insightful overview of the dynamics of campaigning today.
Throughout the book, changes in British campaigns are set in a
global context, with particular attention given to America.
Kavanagh examines just how far British political institutions and
cultures have created a distinctive response to "Americanization."
He considers, finally, claims that the professionalization is part
of a larger political agenda, in particular the downgrading of
distinctive party ideologies.
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