The Value of Party Election Broadcasts for Electoral Engagement
A Content Analysis of the 2001 British General Election Campaign
Richard ScullionBournemouth University
Janine DermodyUniversity of Gloucestershire
INTRODUCTION
While scepticism still surrounds the value of party election broadcasts (PEBs) in British election campaigns, the Electoral Commission Report (2003) firmly recommends no change to the legal status of PEBs or party political broadcasts (PPBs) (see Appendix 1). So, for the foreseeable future, PEBs offer the only opportunity for British political parties to present their messages en masse, directly to the electorate, in broadcast format.
Central to the Electoral Commission's review...