A marriage made in cyberspace?

Although still an emerging field of study, ‘political marketing’ has provided an informative addition to the available literature on party-political behaviour. It follows a long and distinguished line of academic work, all of which points towards a collective rationalisation of strategy in response to changes in voter behaviour.1 Whilst the competitive nature of politics has grown, so too have the media formats on which much of it is played out. Unsurprisingly, television continues to dominate but, since its emergence into politics in the early 1990s, the Internet has gained an increasing role. Yet, despite a growing body of work by political marketing scholars in the UK, any meaningful exploration of the medium has been noticeably absent.