1. Political Parties serve an important purpose in Scotland
Lesson Starter
Political Parties serve an important purpose in Scotland
What do you think is the purpose of political parties in Scotland? Explain your answer in detail.
S KEE

2. Today we will… List the ways that political parties can campaign
Practice an exam question

3. Success Criteria
I can identify different ways that parties can campaign
I can write a detailed answer to a National 4/5 Knowledge question.

4. Political Parties and Campaigning
Political parties are organisations which seek to gain political power
Members of the same political party share common goals and views
For example, SNP members agree that Scotland should be independent and Green Party members believe in protecting the environment

5. Political Parties and Campaigning
A possible exam question is about how political parties CAMPAIGN
You have to be able to identify different ways that parties campaign in order to win support and be successful during Scottish Parliament elections
You also have to be able to explain why some methods are more effective than others

6. Political Parties and Campaigning
Create a spider diagram
In the middle write – How political parties campaign
Using the information on the following slides, add the various ways that parties can campaign
Ensure you take enough information down to be able to complete detailed knowledge questions

7. Canvassing
This involves going door-to-door to speak to potential voters
This might be successful as parties might be able to convince voters as to why they should vote for them
The SNP, Labour, the Conservatives and all other parties in Scotland have volunteers whose job it is to speak to potential voters and encourage them to vote for their party

8. Canvassing
Can be successful as some voters appreciate the “personal touch” of someone taking the time to speak to them
However, could be unsuccessful because people can be frustrated by being disturbed at home – maybe they’d rather just watch the news or look up party policies online!
Around election time all parties will be canvassing so this might lead to voters becoming frustrated

9. Leafleting This involves parties posting leaflets to potential voters
These leaflets might outline the policies of a party and/or the views of a party’s candidate for a particular area
For example, a Conservative Party leaflet might convince people to vote Conservative for the SP election and appeal to anti-independence voters

10. Leafleting
This can be a useful method as voters don’t have to make much of an effort
Leaflets might help convince undecided voters
Leaflets give useful political information in a colourful and easy to read format
However, as with canvassing this method might lead to annoying potential voters as they are being bombarded with leaflets!
Also a potentially expensive method – it costs money to produce leaflets – maybe using social media is more cost-effective?

11. Posters
Parties can also campaign by putting up posters, including billboard posters
These can be seen by thousands of people on their way to work
Useful way to catch someone’s attention with a clever slogan

12. Posters
However, can be an expensive method as posters and using billboards costs money

13. Holding a public meeting/rally
Political parties often hold rallies and meetings before elections to drum up support
These can be effective as party leaders can address large crowds and convince voters to vote for them
However, it could be argued that people that attend rallies are already going to vote for that party so it doesn’t help convince undecided voters!
Although a large rally could attract media attention which might lead to people at home seeing support for a party and being convinced to support them also

14. Holding a public meeting/rally
Party leaders like Patrick Harvie of the Greens (pictured) might be able to convince voters by addressing large crowds
Getting celebrity support for a party can also help to convince voters
For example, Sean Connery (former James Bond actor) is a supporter of the SNP

15. Publishing a Manifesto
A manifesto is a list of policies that a party has
Essentially, a manifesto outlines what a party will do if they are elected
Launching a manifesto which appeals to many voters is an effective way of campaigning and will potentially help to gain a party support

16. Publishing a Manifesto
A key part of the Scottish Conservatives’ manifesto is defending the union (i.e. anti-independence)
Therefore, publishing a manifesto showing this might gain them support from anti-independence voters
Labour favour higher public spending on things like the NHS – therefore including this in their manifesto might help gain support for them

17. The Scottish Green Party published its Holyrood manifesto in 2016 and it is available on their website – see images below outfling issues they feel strongly about – e.g. peace, anti-fracking, pro same-sex marriage etc.

18. Publishing a Manifesto
Equally though, a manifesto might put some voters off voting for a party
For example, pro-independence voters in Scotland would likely not vote for the Conservatives, Labour or the Liberal Democrats as they are all anti-independence

19. Use of the media, including social media
The media is a hugely important way for parties to campaign
Parties can use radio, television or newspapers to broadcast their views and garner support
For example, politicians often use TV or radio air time to get across key policies or to attack opposing parties

20. Use of the media, including social media
Social media is hugely influential and all major parties employ people to get their message across on social media
This is particularly effective at reaching out to YOUNG VOTERS
Politicians and party members post comments constantly around election time to try to convince undecided voters

22. Knowledge Question
Attempt the following knowledge question in your jotter. See next slide for examples of 1, 2 and 3 mark responses.
Describe, in detail, how political parties can campaign during Scottish Parliament elections.
8 marks

24. Was I successful?
Can I identify different ways that parties can campaign?
Did I write a detailed answer to a National 5 Knowledge question?