chapter  7
Post-Fordism in the constituencies?
The continuing development of constituency campaigning in Britain
ByDavid Denver, Gordon Hands
Pages 19

As Chapter 1 in this volume suggests, there have been important recent changes in the style of election campaigning – amounting broadly to a process of 'modernization' – and authors have used various conceptual frameworks to describe and explain this process. This chapter focuses on constituency-level campaigning in British general elections. We describe how this too has changed, in line with the developments summarized in Table 1.1, and also consider conceptual frameworks used to understand these changes. In addition, we present some evidence about the effectiveness of new campaigning techniques in improving electoral performance.