The British General Election of 1997

This book provides an authorative, highly readable description and analysis of the background, the campaign and the results of the British general election of 1997, and outlines the consequences of Labour's victory. The dramatic events of 1992 to 1997 and their impact on the party's preparations are analyzed. Close observation of the party headquarters is used to explore each party's strategic decisions and the implementation. The battle in the constituencies and in the media is examined. The results are dissected in detail to assess how well the contestants played the hands dealt them. Illustrations and cartoons entertainingly illustrate the campaign trail and recapture the excitement of election night. 1997 saw campaigning at an altogether new level of sophistication. Direct mail, targeting, spin-doctoring and rapid rebuttal were used far more thoroughly than ever before. They may not have decided the result--but they crossed new frontiers. Elections will never be the same again in Britain.