The face of the party? Leader personalization in British campaigns.

The personal characteristics of political elites play an important role in British elections. While the personalization of the media’s election coverage has been the subject of much debate, we know less about the conditions under which voters receive personalized messages directly from elites during the campaign. In this paper, we use a new dataset that includes more than 3300 local communications from the 2015 general election to explore variation in the personalization of campaign messaging. We find that there is systemic variation in terms of where photographs of party leaders are included in election communications, which provides further evidence that campaign messages are deployed strategically to portray the candidate - and their party - in the best possible light. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Elections, Public Opinion & Parties is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)