The dialogue conducted via the press, television, advertising and the opinion polls beween politicians and the people in the 1997 campaign and its run-up is analyzed here. Special attention is paid to the innovations and changes that marked the 1997 campaign.
'Philip Gould's contribution to the Essex book stands out as a rhapsodic, yet not unrealistic summary of the Blair strategy ... these useful books, with their micro-work on the techniques of campaigning and on the conduct of the media - and politicians' attempts to spin its coverage - offer a contribution to the answers in a professional way.' - Times Literary Supplement
'This book, in the Political Communications series which has analysed British elections since 1979, reports a conference held when the dust had just settled, and will be required reading in all party headquarters ... the book's greatest usefulness lies in its demolition of some myths that have gained currency.' - Contemporary Review
'This collection of essays, the fifth from this source since the general election of 1979, is, as can be imagined, invaluable for students, journalists and anyone else who needs a meticulous and concise collection of statistics, analysis and insight ... a number of the essays give a sense of what New Labour is and where it is going.' - British Journalism Review