#GE2017: Digital Media and the Campaigns

Abstract

The chapter focuses on the different approaches taken by the Conservative and Labour in terms of digital campaigning. The well-financed, targeted advertising-based Tory strategy is contrasted with the more organic, pro-Labour efforts involving a diffuse group of online left-wing activists. A critical two years had elapsed in which the former did not innovate whereas the digital media environment in the political realm responded to and changed in the light of the installation of Jeremy Corbyn as party leader. The growth of an influential network of pro-Corbyn websites is contrasted with the apparent shortcomings of the Conservatives’ rival