The advent of new technology and the importation of 'professional communicators' have transformed the nature of British election campaigning. In this book, the first free exploration of these changes, Dennis Kavanagh examines this so-called process of 'Americanization', characterized by the increasing importance of the media in elections and the rise of advertising agencies, pollsters, public relations advisers and speechwriters.

He shows how the 'professional communicators' function within British politics, and assesses the reaction of the politicians themselves to the changing environment of election campaigns.

Identifying the three key groups of actors in the electoral process - the voters; the press and television journalists; the politicians, campaign managers and advisers - Kavanagh explores how campaign communications in Britain have changed in the course of the century. By drawing on interviews with some of the major players in recent British elections, he differentiates between the styles of the present-day political camps, and provides an insightful overview of the dynamics of campaigning today.

Throughout the book, changes in British campaigns are set in a global context, with particular attention given to America. Kavanagh examines just how far British elections have been influenced by external developments, and explains how British political institutions and culture have created a distinctive response to 'Americanization'. He considers, finally, claims that the professionalization is part of a larger political agenda, in particular the downgrading of distinctive party ideologies.