New Technology and Traditional Grassroots

Question 1

New technology essay comparisons are…

Answer 1

Social media v leaflets to target specific voters (young and local)
Databases v canvassing to target floating voters
Digital media strategy v leaflets (cost effective to get votes and less resourceful if not used)

Question 2

Social media explain…
Specific groups of voters

Answer 2

One way new technology is an effective strategy for political parties in elections is using social media to target younger voters. This is because due to the rising importance of social media, parties can specifically target voters by using clickbait to draw viewers in to read more and tend to vote for them.

Question 3

Social media example
Specific groups of voters

Answer 3

For example, conservatives spend £1.2million in Facebook ads in 2015 and went on to win 331 seats in the general election

Question 4

Analysis of social media to target younger voters…

Answer 4

This shows that social media is an effective strategy as conservatives were able to win a majority by specifically targeting voters that see their advert to sway their vote

Question 5

1 Leaflets explain
Specific groups of voters

Answer 5

However leaflets can be used to target local voters. This is because leaflets can contain information that is tailored to make a candidate look more appealing to local voters and their local concerns

Question 6

1 Leaflets example
Specific groups of voters

Answer 6

For example, Yvette cooper created a local leaflet for the 2017 general election stating she gave birth to her children in Pontefract and she owes it to the people to make a difference which meant she kept her seat in the election

Question 7

1 leaflets analysis
Specific groups of voters

Answer 7

This shows the voters like the idea of a local representing them and that she would represent them effectively allowing labour to tailor a message to persuade that geographical area

Question 8

Overall: social media and leafleting
Specific groups of voters

Answer 8

Overall, new technology of social media is a more effective strategy for political parties during elections as social media is prominent in the modern world there’s only getting more popular especially with young people whereas leaflets are less effective and are less popular as they are given randomly and only focused on one area at a time

Question 9

Databases explain
Target floating voters

Answer 9

Another new technology of databases can help target floating voters. This is because voter databases contain records of information about voters age geography and previous voting patterns which allows parties to target who to visit

Question 10

Databases example
Target floating voters

Answer 10

For example in the 2016 Scottish election the SNP used the photo database activated which had information on 3.9 million voters and went on to win the election

Question 11

Database analysis
Target floating voters

Answer 11

This suggests voter databases are an effective strategy as it allowed the SNP to target specific demographics like floating voters and regular SNP voters to gain support.

Question 12

Canvassing explain
Target floating voters

Answer 12

However, the traditional grassroots strategy of canvassing can also attract floating voters. This is because parties can get their message across to voters face-to-face which helps identify undecided voters who can further be targeted

Question 13

Canvassing example
Target floating voters

Answer 13

For example, in the 2017 general election labour use canvassing in the Ilford North constituency and managed to overturn a Conservative majority

Question 14

Canvassing analysis
Targeting floating voters

Answer 14

This suggests that by giving voters the opportunity to communicate and ask questions directly it meant that many voters switched to labour which won them the seat

Question 15

Overall: databases v canvassing
Target floating voters

Answer 15

Overall, the use of canvassing and databases are both effective strategies used by political parties during elections as they compliment each other and voter database apps can be used whilst canvassing to target floating voters by knowing exactly which houses to go to

Question 16

Digital media strategy explain
Cost effective

Answer 16

The new technology of digital media can be cost effective way to win votes. This is because party websites can contain shortened versions of their manifestos which voters can read easily and freely which can attract votes.

Question 17

Digital media strategy example
Cost effective

Answer 17

For example, the SNP tracked they reached tens of thousands of voters on their website about their manifesto pledges for barely £3000 which helped them win the 2011 election

Question 18

Digital media strategy analysis
Cost effective

Answer 18

This suggests the voters were more open to read shortened versions of the manifestoes as it requires less effort than reading the entire manifesto

Question 19

2 leaflets explain
Less resourceful if used

Answer 19

However, the traditional grassroots strategy of leaflets could be less resourceful if used. This is because the leaflet will go through a door but there’s no way of gaining feedback as to whether the leaflet was read

Question 20

2 leaflet example
Less resourceful if not used

Answer 20

For example, Jeremy Corbyn chose to spend much more party funds on social media than leafleting to capture young voters in the 2017 general election and won 262 seats

Question 21

2 leaflet analysis
Less resourceful if not used

Answer 21

This suggests that leafleting is becoming less popular as parties don’t know whether it’s worth spending on printing and distributing leaflets as it fails to capture all voter demographics

Question 22

Overall: digital media strategy v leaflets
Resourcefulness

Answer 22

Overall digital media strategy is the most effective strategy as they make reading party information less time-consuming which means voters are more likely to read on whereas leaflets are less effective due to the large amount needing spent to produce and spread the leaflets to voters with no indication if they’re read

Question 23

New technology essay more effective strategies are:

Answer 23

Social media
Both canvassing and databases
Digital media strategy

Question 24

In conclusion, social media is most effective in…

Answer 24

Targeting specific voter groups during elections due to the increasing popularity of social media and using Clickbait to entice many voters including young voters to read more whereas leaflets are less effective as they can only target one area at a time

Question 25

Databases and canvassing are mutually effective in…

Answer 25

Attracting floating voters in elections as they can be used together to find out where floating voters are and ensure they are visited to convince them to vote for that party

Question 26

Finally, digital media strategy is most…

Answer 26

Cost-effective strategy to win votes in elections as voters can view mini manifestoes that are more engaging due to being short and free on the party website whereas leafleting is less cost-effective due to printing costs with no guaranteed improvements in voting margins

Question 27

Overall conclusion for new technology essay…

Answer 27

Overall, new technology campaigning methods are the most effective campaign strategy during elections

Question 28

New technology campaigns…

Answer 28

Utilise the Internet as a means to reach potential voters through the use of social media, voter databases and digital media strategy.

Question 29

In this new tech essay the strategies focused on are…

Answer 29

social media and leafleting and their ability to target specific voter groups, voter databases and canvassing and their ability to target floating voters and the cost effectiveness of digital media strategy and leafleting

Question 30

This new tech essay argues…

Answer 30

The using new technology campaigns remains the most effective strategy for a political party during elections

Question 31

Alternative essay is traditional grassroots which uses the same info but swapped around. The conclusion stays the same that…

Answer 31

Overall, the suggestion that traditional grassroots is the most effective strategy for political parties during elections is inaccurate.

Question 32

Traditional grassroots strategies are…

Answer 32

Organised by local parties and volunteers to mobilise local turnout

Question 33

In this grassroots essay, the strategies focused on are…

Answer 33

Leaflets and social media and their ability to target specific voter groups,
Canvassing and voter databases and their ability to target floating voters
And the cost effectiveness of leafleting and digital media strategy.