Political Campaigning and Communication: Data, Digital and Field

Kefford, Glenn

Big data and microtargeting steal the headlines about campaigning. But how important are they really to the way that political parties campaign? This book provides a fine-grained account of the campaign practices of three Australian political parties. It explores how prevalent data-driven campaigning is, introduces an original theoretical framework to understand these practices, and demonstrates that there is a disconnect between what Australian voters think about these issues and the way that parties campaign in the 21^st century. Drawing on 161 interviews, participant observation and original survey data, it shows that the reality of contemporary campaigning is often different to what we are led to believe.

Details

Published by: Palgrave Macmillan

Publication Date: 2022-02-17

Format: Paperback

ISBN-13: 9783030682361

DOI: 10.1007/978-3-030-68234-7

Dimensions: 210cm x148cm

Pages: 217