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The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs.

Strathprints serves world leading Open Access research by the University of Strathclyde, including research by the Strathclyde Institute of Pharmacy and Biomedical Sciences (SIPBS), where research centres such as the Industrial Biotechnology Innovation Centre (IBioIC), the Cancer Research UK Formulation Unit, SeaBioTech and the Centre for Biophotonics are based.

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Multiple audiences, multiple messages? An exploration of the dynamics between the party, the candidate and the various constituencies

Shephard, M.P. (2007) Multiple audiences, multiple messages? An exploration of the dynamics between the party, the candidate and the various constituencies. British Elections and Parties Review, 17 (2). pp. 181-201. ISSN 1368-9886

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Abstract

Using both aggregate and individual-level data, the extent to which Scottish Labour manifestos and individual election communications for the 2001 and 2005 General Elections were responsive to various constituencies is examined. Findings suggest that while the Labour Party has been responsive to Scottish public opinion (particularly for those issues where party performance has been strongest), there has not been much targeting of individual candidate literature content at the constituency level. In particular, while regression analysis indicates that some socio-economic indicators of constituencies were more significant than marginality in explaining variance in the content of Labour candidate messages, effects were nonetheless fairly limited (albeit more noticeable for potential voter groups).