Political Communications

  • Pippa Norris


Since 1945 political communications has undergone a process of modernization which has transformed the relationship between parties, citizens and the media in democratic societies. The key changes have been:
  • from ad hoc campaigns by local party organizations to planned co-ordination of the election by the party leadership

  • from amateur party volunteers contributing time and shoe leather to paid, professional specialists skilled in marketing and polling

  • from the month-long official contest towards the ‘continuous campaign’

  • from cleavage-based and issue-based conflict towards the character-based ‘personalization’ of politics

  • from a campaign revolving around party platforms towards a poll-driven focus on the ‘horse-race’ strategy

  • from a mass media subordinate to government towards a more autonomous, critical and powerful press driven by its own ’media logic’.


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Copyright information

© Macmillan Publishers Limited 1997

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  • Pippa Norris

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