Party Finance: The Death of the National Campaign?
Party Finance: The Death of the National Campaign?
复制标题
政党财务：全国竞选的消亡？
DOI：
10.1093/pa/gsv032
复制
发表时间：
2015
影响因子：
1.2
通讯作者：
Fisher J
中科院分区：
文献类型：
--
作者：
Fisher J
2015年的党的财政在许多方面标志着以前趋势的延续。首先，也是最明显的，保守党作为“富裕政党”的地位被牢固地重新确立。该党在2010年也在财政上占主导地位，但这次选举清楚地表明，这并不是昙花一现。其次，在关于2010年大选的文章的结论中，我提出，全国竞选支出可能落后于以选区为中心的竞选活动。[1]这次选举的证据表明，这种趋势不仅持续了下去，而且可以毫不夸张地说，我们传统上所理解的全国竞选支出现在可能实际上已经死亡，或者至少在英国（GB）的水平上处于终端下降状态。正如我们将看到的，保守党、工党和自由民主党的绝大多数支出不是用于大规模的全国性竞选活动，而是通过更精确地针对目标席位上的关键选民的微观目标来支持选区的努力。第三，如果2010年的数字竞选活动被证明是夸张的，没有任何证据表明其重要性或影响力，那么2015年的支出表明，数字竞选活动现在可能变得更加重要。[2]但关键的是，一些数字方法（如Facebook）比其他方法更重要。也许最重要的是，老式的直邮仍然占主导地位。
Party finance in 2015 in many ways marked a continuation of previous trends. First, and most obviously, the position of the Conservatives as the ‘wealthy party’was firmly re-established. The party was financially dominant in 2010 as well, but this election demonstrated clearly that this had not been a blip. Second, in the conclusion to the article on the 2010 election, I suggested that national campaign spending might be slipping behind constituency-focused campaigning. 1 The evidence from this election was that not only had this trend continued, but that it might not be too much of an exaggeration to say that national campaign expenditure as we have traditionally understood it may well now effectively be dead, or at least in terminal decline at Great Britain (GB) level. As we will see, the vast majority of spending by the Conservatives, Labour and Liberal Democrats was not on large scale nationally-focused campaigns, but on supporting constituency efforts through ever more precise micro-targeting of key voters in target seats. Third, if 2010 had proved to be hyperbolic in terms of digital campaigning without any great evidence of its importance or impact, expenditure in 2015 suggested that digital campaigning may now be becoming more significant. 2 But critically, some digital methods (such as Facebook) were more significant than others. And perhaps most importantly, old-fashioned direct mail still dominated.