ABSTRACT
The preceding two chapters were concerned with the communication practices of the mainstream political parties as they seek to exert influence over the political environment, public opinion and ultimately voting behaviour. But as Chapter 1 stressed, party organisations are not the only political actors. On the margins of the political mainstream exist a huge variety of organisations which compete alongside the established parties for influence and political efficacy. These organisations, like the parties, have been required to learn the rules of the contemporary media game, and to use channels of mass communication to further their objectives.
