The Future of the Campaign Trail

Abstract

This book has aimed to explore the strategising and communication of leadership in contemporary British elections, particularly relating to the campaign trail. What this chapter does is to reflect on the findings developed over previous chapters by taking influence from the range of data sources as well as the extensive data collection used here in relation to the importance of leadership as both a strategic and a communicatory tool. In doing so, it is possible to identify the importance of leadership in attracting attention, providing frames of reference and understanding the way in which leaders—and those around them—are framed by the press for public consumption.