‘The personal touch’: Campaign personalisation in Britain

Abstract

Parliamentary candidates face choices about the extent to which they personalise their election campaigns. They must strike a balance between promoting their party’s message and their own personal appeal, and they must decide how much effort to invest in developing personalised campaign activities. These decisions determine the nature of the campaigns that candidates run, and therefore, voters’ experience during elections. In this article, we use individual-level survey data from the British Representation Study to explore the extent to which candidates personalise their election campaigns in terms of messaging focus and activities. We find that candidates who live in the area they seek to represent, and those who are more positive about their electoral chances, run more personalised campaigns, in terms of focus and activities. Incumbents’ campaigns, meanwhile, are more personalised in their focus only, while candidates who have held national party office tend to use a greater range of personalised campaign activities.