1. Elections and Campaigning

2. We are learning to… I will…
Describe the various campaign methods used by political parties in Scotland
I will…
Accurately describe the methods used by a political party during an election campaign.

3. Elections in Scotland
Elections to the Scottish Parliament take place every 4 years, and election day is always the first Thursday in May.
So far there have been 5 elections to the Scottish Parliament (1999, 2003, 2007, 2011, 2016) with the next scheduled for Thursday 7th May 2020.

4. Why Campaign?
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).

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

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

7. 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.

8. Canvassing – door to doors
For example, Humza Yousaf canvassed door to door in the Glasgow Pollock constituency in a bid to win the seat from the labour. Yousaf was successful and won this seat in May 2016.
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.
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.

9. 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).

10. 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.
For example, in 2016 the SNP published their manifesto prior to the election in May. This document detailed their extensive plans for Scotland if elected.

11. Hustings
A hustings is a meeting, held by a candidate or candidates within a constituency. This can make the constituents feel as though they have a more direct link to their prospective representative. Encouraging them to vote for them in the election. It is an opportunity for local people to ask questions on local issues and policies.
For example, the MSP for Kilmarnock and Irvine Valley Willie Coffey held a husting before the Scottish election in 2016, to find out his constituents main concerns regarding local issues and party policies.

12. Use of the media Media usage typically includes: Websites
Use of the media, in an effective manner, is now essential for all political parties/candidates when it comes to campaigning.
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.
Media usage typically includes:
Websites
Highly active Social media accounts (Facebook/Twitter)
Party Political Broadcasts
TV/Radio/Newspaper interviews
Televised Leaders Debates
For example:
The SNP has over 200,000 followers on Twitter. Meaning they can reach a wide number of voters and tell them about their policies if potentially elected.

13. Trying to attract specific voters

14. When the media is used irresponsibly…

15. Possible Exam Question
15 mins
Describe, in detail, two methods used by political parties during an election campaign (6).
Point
Explain
Example
Example P.E.E:
One method used by political parties during an election campaign is the use of the media.
In recent years, it is essential that parties use the media effectively in order to potentially increase their number of votes. By successfully making use of the media parties ensure that a wide audience knows about their parties policies and goals if elected.
For example the SNP have over 200,000 followers on twitter. This allows this party to communicate with a wide number of potential voters.
Complete this K/U question.
Remember to do TWO methods as each P.E.E is worth 3 marks

16. Starter Match up the definition to the election campaign method
Definitions
1. Hustings
A. Political parties produce this document in order to convey to its potential voters its parties policies and issues they wish to tackle if elected
2. Media
B. This is the most traditional method of campaigning. Usually political parties/candidates will target certain areas in which they know their policies can make a difference.
3. Party Manifesto
C. This is now an extremely popular way in which political parties can campaign for voters. However, used unwisely this can actually cost a party an election.
4. Canvassing door to door
D. This is a meeting held by a political party or a specific candidate in which local people can have their voices heard. Often this leads to questions about local issues. These take place in that candidates constituency.

17. We are learning to… I will…
Explain why some political campaigns are more successful than others
Explain the various ways success is measured during political campaigns.
Explain why some campaigns are far more successful than others.
I will…

18. 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.

19. Party Activists in the Constituency
Copy the diagram below
Party Membership
Use of the media
Levels of Funding
Success of Campaigns?
Party Activists in the Constituency
Party Image
Party Leadership

20. 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 200,000 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

21. 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

22. 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

23. Complete the following K/U question
To be done as H/W due 27th
Explain, in detail, the reasons why some political parties’ election campaigns are successful during Scottish Parliament elections. You should give a maximum of two reasons in your answer. 6
Point
Explain
Example
Use your notes to help you complete this, remember use real life examples.

24. I can…
Accurately describe the methods used by a political party during an election campaign.
Explain the various ways success is measured during political campaigns.
Explain why some campaigns are far more successful than others.