Television and the Political Image: A Study of the Impact of Television on the 1959 General Election

The 1959 UK General Election was the first television election, and Television and the Political Image (1961) examined the campaigns conducted by television, radio, the Press, and local Parties, measuring and attributing effects such as changes in voting intention, attitudes to Parties and their leaders, and changes in what the voter knows of the parties policies.

Format: Hardback
Length: 294 pages
Publication date: 22 December 2023
Publisher: Taylor & Francis Ltd

The 1959 UK General Election marked a significant milestone in the history of elections, as it was the first election to be broadcasted on television. This groundbreaking event brought about a new era of political communication and engagement, as millions of people across the country watched the election proceedings unfold on their screens.

The impact of television on the election was profound, as it allowed candidates to reach a wider audience than ever before. With the ability to broadcast their messages and policies directly to the homes of voters, candidates were able to present their vision and ideas in a more personal and compelling way. This, in turn, led to increased voter turnout and a greater sense of political participation.

However, the use of television in elections also raised several important questions and concerns. One of the primary concerns was the potential for television to create a "party image" or to influence voters based on superficial factors such as appearance and charisma. Critics argued that television could create a bias in favor of candidates who were more visually appealing or who had better communication skills, while less attractive or less charismatic candidates could be left behind.

To address these concerns, the 1961 book Television and the Political Image sought to examine the impact of television on the election campaign. The book surveyed two constituencies, interviewing the same cross-section of electors before and after the election campaign. It analyzed and compared the campaigns as conducted by television, radio, the Press, and through the work of the local Parties.

The book found that television had a significant impact on the election campaign. It increased the visibility of candidates and their policies, and it allowed voters to see them in a more personal and engaging way. However, the book also found that television could create a bias in favor of certain candidates and that it could influence voters based on superficial factors such as appearance and charisma.

The book also examined the various effects of the political barrage, which is the term used to describe the constant stream of political messages and information that voters are exposed to during an election campaign. The political barrage includes advertising, speeches, debates, and news coverage. The book found that the political barrage had a significant impact on voting intention and attitudes to Parties and their leaders.

In conclusion, the 1959 UK General Election was the first television election, and it marked a significant milestone in the history of elections. Television had a profound impact on the election campaign, allowing candidates to reach a wider audience and present their vision and ideas in a more personal and compelling way. However, the use of television also raised important questions and concerns about the potential for television to create a "party image" or to influence voters based on superficial factors. The 1961 book Television and the Political Image sought to examine these issues and provide insights into the impact of television on the election campaign.

Weight: 710g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032602752