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World class computing and information science research at Strathclyde...

The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by researchers from the Department of Computer & Information Sciences involved in mathematically structured programming, similarity and metric search, computer security, software systems, combinatronics and digital health.

The Department also includes the iSchool Research Group, which performs leading research into socio-technical phenomena and topics such as information retrieval and information seeking behaviour.

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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).