Party Campaigns and their Impact
This chapter looks at effects created by political parties through their campaigning. A substantial accumulation of evidence has shown that the constituency campaign remains a vital and effective part of the UK electoral process. Parties take trouble to focus their efforts in key marginal seats. And voters respond. Where parties, especially challengers, campaign hard in a seat, they improve their vote; where they put little effort into the local battle, they do not. Of course, the local campaign is not sufficiently powerful to change the overall result of a landslide election. But when the national battle is close, attention to local campaigning may make the difference between forming a government and sitting on the opposition benches. Far from being an anachronism, the constituency campaign is an integral part of the modern election process.
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