1. Elections and Campaigning

2. Why Campaign? In order to get elected!
In the weeks leading up to an election, candidates and the political parties they hope to represent make use of a number of different campaigning methods to try and persuade the electorate to vote for them and their party.
Each political party in Scotland spends a tremendous amount of money on campaigning, although there is a degree of control over how much can be spent.
The Electoral Commission (an independent body which oversees all elections in the UK) limited spending on the 2016 Scottish Parliament election campaign to £1,516,000 for each party between January 5th 2016 and polling day (May 5th 2016).

3. Campaign Spending by political party:
2016 Scottish Parliament Election Campaign

4. Election Campaign Methods
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Hustings
Use of the media
Leaflets/Posters
Election Campaign Methods
Publishing a Manifesto
Canvassing – door to doors
Canvassing – telephone calls

5. Leaflets/Posters
Both political parties and individual candidates will put up posters and send out leaflets during an election campaigns. This is a quick and easy to inform voters what each candidate and each party stands for and what they intend to do if elected.

6. Canvassing – door to doors
Canvassing is one of the most traditional campaign methods still used today. In the weeks leading up to an election, candidates and local political party supporters/members will go door-to-door in their local areas, speaking to locals about their voting decisions.
Imagine Ruth Davidson or John Swinney turned up at your door – its not an impossibility!
Canvassing gives candidates and parties the opportunity to speak with locals and gain a clear idea of the issues which actually matter. They can then factor this into the rest of their campaign so as to try and gain as many votes as possible overall.

7. Canvassing – telephone calls
Much like traditional canvassing – except over the phone!
This is particularly used in very rural regions (to save time on travel etc).

8. Publishing a Manifesto
Parties will publish a new manifesto for every election campaign. Although many promises/policies will remain the same, up-to-date manifestos will often include new “flagship” policies and inform potential voters, in detail, about the party’s vision for the country,
A manifesto is a party’s unique vision and plans in document form. Essentially the policies and promises a party makes about what they will do if elected.

9. Hustings
A hustings is a meeting, held by a candidate or candidates within a constituency. This is an opportunity for local people to directly ask questions on local issues and policies.

10. Use of the media
Use of the media, in an effective manner, is now essential for all political parties/candidates when it comes to campaigning.
Media usage typically includes:
Websites
Highly active Social media accounts (Facebook/Twitter)
Party Political Broadcasts
TV/Radio/Newspaper interviews
Televised Leaders Debates
Using the media effectively can make the difference between the electorate knowing about your party and its goals. However, poor media tactics can be HIGHLY costly for individual candidates and political parties alike.

11. https://www. theguardian

13. Why are some campaigns more successful than others?
The success or lack of success of an election campaign is relatively easy to measure: ELECTION RESULTS.
However, it is important to be aware of two key things when looking at the success of campaigns:
Success will be considered very different for small vs large political parties.
Success in one campaign does not always guarantee success in future campaigns.

14. Party Activists in the Constituency
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Party Membership
Use of the media
Levels of Funding
Success of Campaigns?
Party Activists in the Constituency
Party Image
Party Leadership

15. Use of the media Levels of Funding
Some political parties’ election campaigns are successful because of their use of social media.
This allows them to reach a large number of voters and tell them about their policies. Most political parties now have Facebook and Twitter pages.
The SNP has over 150,000 followers on Twitter.
The higher the level of funding a political party has, the bigger and more sophisticated a campaign it can run.
The Scottish Conservatives spent more on campaigning in the 2016 election than any previous and this lead to great success for them; more MSPs than ever before and now the 2nd largest party in Holyrood.
Levels of Funding

16. Party Activists in the Constituency
If a political party has a high level of membership, chances are it will be more successful. This is due to the fact that party members will not only vote for the party themselves during the election but will usually attempt to persuade others to vote for their party as well. The SNP has had a surge in membership in recent years, rising from roughly 25,000 to over 100,000.
Party Membership
Linking to the above point, if a political party has very active members at the constituency level, this will help their campaigns to succeed as these members are far more likely to help campaign, therefore raising the profile of candidates and their party before an election.
Party Activists in the Constituency

17. Party Image Party Leadership
If a political party has a growing, positive image in the public’s view then their chances of having a successful campaign are far greater, as the public are more likely to pay attention/listen to their policies.
The Scottish Conservatives have seen their profile, as a strong opposition to the SNP, grow in recent years – hence their success. Likewise, the Lib Dems in Scotland have suffered due to the UK level coalition with the Conservatives.
Party Image
Similarly, if a party is seen to have a strong and likeable leader then they will be more likely to be successful in an election campaign.
Again, Ruth Davidson and Nicola Sturgeon are examples of strong, well liked leaders. On the other hand, the leadership of Kezia Dugdale, before she resigned, was often considered weaker in the eyes of the public.
Party Leadership

18. Answer the following questions in as much detail as possible.
Task
Answer the following questions in as much detail as possible.
Give 3 methods of campaigning, describe them and provide an example of each.
Which methods of campaigning do you think will appeal most to a) older voters and b) younger voters. Give reasons from your answers.
Why are some political parties more successful at campaigning than others? Make 3 points in your answer.
Look at the 2016 Scottish Parliament Election results – which parties had successful campaigns and which did not? Give reasons for your answers.