The evolution of a campaign: tracking press coverage and party press releases through the 2001 UK General Election

Abstract

This paper builds upon a content analysis of all news articles that appeared in six national daily newspapers and of all national press releases issued by the three main political parties during the UK General Election 2001 campaign. The results were compared with data from two opinion polls conducted at the start and at the end of the campaign. Here, using the same basic data, we track the coverage of issues in party press releases and daily newspapers on a weekly basis to determine how the parties' priorities and press coverage evolved. The results show that the Labour and Liberal Democrat campaign strategies, in terms of relative issue priorities, did not change during the campaign. However, the Conservatives shifted their attention to the public priorities of Health and Education towards the end of the campaign. There is evidence that the Conservative emphasis on Europe and taxation earlier in the campaign may have influenced the volume of press coverage but did not appear to have affected relative party standings. The implications of these results for political marketers are considered. Copyright © 2005 John Wiley & Sons, Ltd.

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