Liberal Democrat Policy-making: An Insider's View, 2000–2004

Little attention has been paid to the way in which political parties make policy. From the perspective of a former member of party staff, this article explains why the Liberal Democrats have adopted their current procedure, and what the strengths and weaknesses of this are. It pays particular attention to the party's working groups, which produce policy papers, and also focuses on the process for writing manifestos. The article argues that policy-making should change as the party grows in strength. Shorter conferences with more focused debate would allow delegates the same voice in deciding crucial policies that will form the basis of the next manifesto, but get rid of the fringe debates that attract ridicule in the media. It would also allow parliamentarians more freedom to respond to specific events within the very general policy framework agreed at conference.     

New Labour

Abstract

This paper examines the use made by political parties of branding, as a means of establishing party values and winning political support. It looks in particular at the way in which political parties use communication to create, build and maintain political brands.

The paper involves an examination of the recent history of the British Labour Party. After a long period in the political wilderness, the party re-branded itself as “New Labour” in the mid-1990s, and-as New Labour-swept to power in a landslide election victory in 1997, under their new leader, Tony Blair.

Using media coverage and material written by some of the architects of New Labour, the paper will describe the creation of the “New Labour” brand, and look at how it was developed and used to generate political support. The paper will also consider the evolution and development of the brand, as the substance underlying the stated brand values has come to be questioned, not least by so-called “Old Labour” supporters of the party.

The paper will draw conclusions regarding the successful management of a political brand, pointing in particular at the need to ensure that the performance of a party espousing a particular brand supports and reinforces communicated brand values and the brand itself.     

Long-Term Performance of Political Parties

Abstract

Whilst politicians can “buy” votes in the short-term, most political parties are more interested in maintaining power over a period of years in order to implement their policies. This paper explores whether political parties can be considered to possess long-term competitive resources that sustain their competitive advantages. It employs the well-established strategic management concept of the Resource-Based View of strategy development for this purpose. Because such a concept has not previously been applied to political parties, the paper begins by considering the nature of the competition that exists between political parties and the role of resources in developing superior political performance. A series of theoretical propositions about why some parties maintain political power and influence for lengthy periods is then developed. We argue that the competitive resources of a political party such as its policies, leadership, organisational and communications skills require long-term investment and development, rejecting the notion that long-term electoral success is based primarily on the promises and resources deployed in the final election campaign.     

Democracy in Practice: Muslims and the Labour Party at the Local Level

This article examines the nature of Muslim mobilisations in local party politics and the broader question of political representation in local democracy. Drawing on original qualitative and quantitative survey data, the Muslim presence in local politics in Britain is documented and the nature of some of the tensions concerning their membership of local Labour parties is examined.
It is clear that some concerns over whether the strategies used by Muslims to secure political presence in local politics are legitimate but there are also incumbent problems of discrimination, exclusion and stereotyping. This research suggests that there is a general feeling among Muslim councillors that Muslims have been unfairly accused of illegal practices of recruitment and have been treated unfairly within their local parties to an extent that goes beyond simple party and candidate competition. The article argues that while there is a need to ensure that all participation is democratic the concerns of Muslims themselves and the discrimination they have encountered should be addressed.     

Priming the Parish Pump

Abstract

In this article we argue that the almost exclusive focus of political communications research on national political actors and agencies has led to an inadequate understanding of the functioning, the relevance, and the influence of local political communications strategies. This paper seeks to redress this neglect through exploring political marketing strategies of national political actors and agencies which have implications for local political communications; and political marketing strategies of local political actors and agencies and their implications for local political communications, with specific reference to the local newspaper coverage of the local campaign in the 2001 UK General Election. Drawing on a unique and extensive analysis of local newspapers' election reporting, combined with detailed interviews with journalists, editors, politicians and their agents, we argue that news management strategies enacted at a local level were characterised by an exchange relationship in which, although parties traded information for editorial space, the local news media retained a dominant role. Thus, although parties were, to differing degrees, successful in securing coverage of their candidates and policies, this success was always achieved in the context of local newspapers setting the broader agenda.     

Mainstreaming populist discourse: the race-conscious legacy of neo-populist parties in Australia and Italy

Curran examines the political legacy of far-right neo-populist parties in Australia and Italy. She argues that assessments of their ‘success’ need to extend beyond the electoral decline or organizational implosion of the parties themselves. An important measure of their impact is the influence they have exerted on mainstream political discourse and styles of communication. That they have been successful in having such an impact is well illustrated in the politically expedient adoption of race-conscious, anti-immigration and anti-asylum policies in Australia and Italy. Curran examines the influence of Pauline Hanson’s One Nation party and Umberto Bossi’s Lega Nord (Northern League) on the mainstreaming of populist discourse in these two countries. She focuses on some of the populist themes and styles embraced by the Australian political leader John Howard and his Italian counterpart Silvio Berlusconi, and she concludes that, regardless of their political fragility or outright demise, these far-right neo-populist parties have been successful in injecting populist themes and prejudices into the mainstream political discourse in their respective countries.     

The Continued Relevance of Local Parties in Representative Democracies

This article assesses the value of local parties. It asks why political parties value their local sections. It also considers the ways in which local parties can benefit society. Local parties act as a democratic training ground for party members, are a conduit for political communication and provide parties with a range of resources. They also act as problem solving agencies; they ensure that policy is responsive to local needs; they provide an additional channel of communication and accountability; and they link citizens with the state. The article ends with an appeal to party scholars to refocus their attention towards local parties.     

Does party rhetoric affect voter perceptions of party positions?

Do voters listen to parties? Do they pay attention to and understand parties' policy messages? We explore these questions with two studies. First, we assembled the most comprehensive cross-national dataset on media coverage of parties' rhetoric during election campaigns and show that parties’ media messages about their left-right positions significantly affect voter perceptions of these positions. We corroborate the cross-national results with panel data from the UK that allow us to more rigorously identify the party rhetoric effect and to show that it extends beyond the left-right super issue: party messages affect voter perceptions also on specific issues, such as income redistribution and European integration. Taken together, these findings suggest that voters indeed listen to parties and understand their policy messages.     

News Management as News

Abstract

This paper argues that the widely noticed increase in news reports about news management, government publicity and media relations must be seen as a logical outgrowth of a new, modernized and media-centred approach to policy-making and campaigning. It offers a systematic introduction to the concepts of media politics and metacoverage, develops a theoretical model to examine their relationship and applies it to the political communication dynamics of Great Britain. This paper breaks new ground in two respects: it broadens our understanding of what counter-measures media professionals take in response to political news management, and it lays out a comprehensive theoretical scheme of how the mediatization of politics leads to a mediatization of political coverage.     

Ideological congruence between party rhetoric and policy-making

Scholars, citizens and journalists alike question whether political parties keep their electoral promises. A growing body of literature provides empirical evidence that parties do indeed keep their electoral pledges. Yet little is known about the congruence between party rhetoric between elections and the policies delivered by them. Given the increasing influence of party rhetoric in the media with respect to voting decisions, it is highly relevant to understand if parties ‘walk like they talk’. The article suggests that due to electoral reasons parties face strong incentives to deliver policy outputs which are congruent to their daily rhetoric. Analysing data on 54 policy outputs on nuclear energy, drafted by 24 parties after the Fukushima accident, the analysis finds overwhelming evidence that parties deliver ideologically congruent policy outputs to their rhetoric (incongruent only in 7.89%). These findings have important implications for our understanding of the linkage between party communication and the masses in modern media democracies.     

Politically Significant Events and Their Effect on the Image of Political Parties

Abstract

This article begins by arguing that the image of a political party is of strategic importance in its pursuit of electoral success. More specifically, it is argued that important influences on party image are ‘politically relevant’ events. The paper then develops a conceptual model of how the images of political parties are influenced by such events. It considers internal and external factors that influence the power of a given event to affect party image. Next, the process of image transfer itself is discussed along with the factors that influence the way credit/ blame is apportioned from an event. Then, ways of dealing with ‘negative’ events are considered. The overall model is used to analyse a specific political event (the Iraq war) and assess its likely impact on party image. The article concludes by assessing the model's efficacy and limitations in analysing the case used and with events per se. Finally, future research ideas prompted by the paper are discussed.     

Shooting the fox? UKIP’s populism in the post-Brexit era

Abstract

The UK Independence Party (UKIP) has moved from being a single-issue party par excellence to a broader party of protest, taking advantage of wider feelings of discontent and disconnection. However, the 2016 referendum on UK membership of the EU fundamentally challenged its development and operation, by removing a core part of the party’s rationale and identity, and radically shifting the overall political landscape. This paper considers the re-positioning through the referendum period, both rhetorically and organisationally. Drawing on party press releases and media coverage, the paper argues that UKIP has become caught in a set of multiple transformations, pushing it in the longer term towards a more conventionally populist position in a way that carries important resonances for other Eurosceptic parties across the continent.     

Television and party political dissent: intra‐party competition and the formation of news agendas

This paper re‐examines the formation of political news agendas on British television. It argues that studies of news agenda formation in political communication have been overly focused on general election campaigns and the competition between the main political parties to set the news agenda. It suggests that such studies see political parties as either homogeneous or focus exclusively on the activities of communication elites and therefore miss another important aspect of the modern political communication process. Using the British party conferences as a case study, this paper argues that in order to capture the complexities of agenda formation outside election periods, political parties have to be seen as heterogeneous organisations, consisting of various ‘claim‐makers’. News agendas in certain situations have to be understood as the product of intra‐party competition between the leadership and dissenting voices. While this competition is imperfect, favouring resource rich party elites, on certain newsworthy issues broadcasting professionals act as a counterweight to leadership resource advantages, and help shape the outcome of intra‐party competition. In conclusion the paper suggests that dissenting actors within political parties, when newsworthy, can make a substantial contribution to the formation of television news agendas despite the resistance of party leaderships. Taking account of the communicative activity of these actors and of news values will provide further insights into the formation of political news agendas between general elections. Copyright © 2001 Henry Stewart Publications     

Political brand experience and voting intention: Is there a relation?

The current study reveals that Indian voters' political brand experiences positively influence their engagement and trust in a political party. Voters' addiction to political parties mediates the relationship between their party engagement and voting intentions. Thus, political marketers should increase voters' party brand addiction for proper conversion of party engagement in the ballot box. Although voters' political brand trust directly influences their voting intentions, interestingly, their political brand addictions indirectly influence the relationship between brand trust and voting intentions. The findings advocate that political marketers should ensure positive political party experiences to ensure voters' engagement with the party. Positive party experiences increase voters' trust in the party further. Another critical input for political marketers is the role of political brand addiction, which the study findings corroborate. Political brand addiction develops a set of loyal voters for a party and guarantees those voters' support for the party.     

Why do only some people who support parties actually join them? Evidence from Britain

What makes people join a political party is one of the most commonly studied questions in research on party members. Nearly all this research, however, is based on talking to people who have actually joined parties. This article simultaneously analyses surveys of members of political parties in Britain and surveys of non-member supporters of those same parties. This uniquely enables us to model the decision to join parties. The results suggest that most of the elements that constitute the influential ‘General Incentives Model’ are significant. But it also reveals that, while party supporters imagine that selective benefits, social norms and opposing rival parties’ policies are key factors in members’ decisions to join a party, those who actually do so are more likely to say they are motivated by attachments to their party’s values, policies and leaders, as well as by an altruistic desire to support democracy more generally.     

Radical Moderation: Recapturing Power in Two‐Party Parliamentary Systems

We estimate the parameters of a reputational game of political competition using data from five two‐party parliamentary systems. We find that latent party preferences (and party reputations) persist with high probability across election periods, with one exception: parties with extreme preferences who find themselves out of power switch to moderation with higher probability than the equivalent estimated likelihood for parties in government (extreme or moderate) or for moderate parties in opposition. We find evidence for the presence of significant country‐specific differences. We subject the model to a battery of goodness‐of‐fit tests and contrast model predictions with survey and vote margin data not used for estimation. Finally, according to the estimated model parameters, Australia is less than half as likely to experience extreme policies and Australian governments can expect to win more consecutive elections in the long run as compared to their counterparts in Greece, Malta, New Zealand, and the United Kingdom.     

Rising to the Top: Gender,Political Performance,and Party Leadership in Parliamentary Democracies

Party leaders are the main actors controlling campaign strategies, policy agendas, and government formation in advanced parliamentary democracies. Little is known, however, about gender and party leadership. This article examines gendered leadership patterns across 71 political parties in 11 parliamentary democracies between 1965 and 2013. It shows that men and women have different access to, and experiences in, party leadership and that these gendered political opportunity structures are shaped by parties' political performances. Women are more likely to initially come to power in minor opposition parties and those that are losing seat share. Once selected for the position, female leaders are more likely to retain office when their parties gain seats, but they are also more likely to leave the post when faced with an unfavorable trajectory. Together, these results demonstrate that prospective female leaders are playing by a different (and often more demanding) set of rules than their male counterparts.     

The Political (and Economic) Origins of Consumer Confidence

Economic conditions, the story usually goes, influence consumer confidence, which in turn influences both political evaluations and votes. But we have little sense of the origins of consumer confidence itself. It is generally assumed that monthly reports of the nation's level of consumer confidence respond to objective economic conditions. We argue that politics is important for understanding consumer sentiment beyond what we know from economic conditions. Specifically, we demonstrate a direct effect of political evaluations of the president's management of the economy, the party of the president, extraordinary political events, and monetary policy, as well as an indirect effect of media coverage of the economy, on consumer sentiment, after controlling for economic conditions. When news coverage is positive, citizens give favorable evaluations, leading to more positive sentiment. Our findings suggest that understanding the political economy requires an emphasis on the causal effect of politics as well as economics.     

Who Gives? Partisan Donations in Europe

Party finance reformers often call for European parties to increase their financial reliance on small donors, but researchers have made few efforts to establish the feasibility of such strategies. This study examines partisan giving in Europe, investigating the potential for parties and policymakers to increase this type of political participation. It also asks whether there are national-level factors that make such efforts more likely to succeed in some countries. The research uses data from the European Social Survey to examine patterns of contributions to political parties in 16 European countries. It finds that the strength of partisanship predicts political giving independent of party membership, which suggests that European political parties may have some scope to increase their number of individual donors. On the other hand, existing tax policies to encourage political giving do not seem to be effective in increasing this type of partisan political participation.