Exploring the value of party political advertising for youth electoral engagement: an analysis of the 2001 British General Election advertising campaigns

One of the central, non‐party issues in the latter days of the 2001 British General Election campaign was encouraging the electorate to vote. With turnout at British elections in decline, particularly among young people, British democracy appears to be facing a crisis. This disengagement offered bot...

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Bibliographic Details
Published in:International journal of nonprofit and voluntary sector marketing 2004-11, Vol.9 (4), p.361-379
Main Authors: Dermody, Janine, Scullion, Richard
Format: Article
Language:English
Subjects:
Advertising campaigns
Attitude surveys
Elections
Generations
Local elections
Political advertising
Politicians
Politics
Social capital
Statistical analysis
Voter behavior
Voters
Young adults
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Summary:One of the central, non‐party issues in the latter days of the 2001 British General Election campaign was encouraging the electorate to vote. With turnout at British elections in decline, particularly among young people, British democracy appears to be facing a crisis. This disengagement offered both opportunities and challenges for the election advertising campaigns, however, the campaigns employed have been accused of failing to engage a disinterested young electorate. The aim of this paper is to explore youth attitudes to electoral advertising and to explore its value for public servants tasked with increasing voter engagement and turnout among young people for future British general elections. Copyright © 2004 Henry Stewart Publications
ISSN:1465-4520
1479-103X
2691-1361
DOI:10.1002/nvsm.260