Targeted Communication by Minor and Major Parties

Edward Elder (Lead / Corresponding author), Jennifer Lees-Marshment, Salma Usman Malik, Luna Zhao

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


This chapter utilises two new targeting models to better understand the strategic effectiveness of two younger candidates from the Green Party and ACT New Zealand in their efforts to target younger voters as well as how effectively National and Labour targeted Chinese New Zealanders in the leadup to the 2020 New Zealand General Election. In doing so, this chapter highlights the importance of these demographics moving forward, yet how political parties and candidates in New Zealand are still coming to terms with the need to directly target particular groups of voters in unique ways in order to be effective in winning them over. In particular, the chapter argues the need to cater communication to the audiences in question over the long-term rather than simply translate broader messages during the campaign period.
Original languageEnglish
Title of host publicationPolitical Marketing and Management in the 2020 New Zealand General Election
EditorsEdward Elder, Jennifer Lees-Marshment
Place of PublicationSwitzerland
PublisherPalgrave Macmillan
Number of pages12
ISBN (Electronic)9783030773335
ISBN (Print)9783030773328
Publication statusPublished - 2021

Publication series

NamePalgrave Studies in Political Marketing and Management
ISSN (Print)2946-2614
ISSN (Electronic)2946-2622


  • Young voters
  • Chinese New Zealanders
  • Targeting
  • Social media


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