Targeted Communication by Minor and Major Parties

Edward Elder; Jennifer Lees-Marshment; Salma Usman Malik; Luna Zhao

doi:10.1007/978-3-030-77333-5_8

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 proceeding › Chapter (peer-reviewed) › peer-review

Abstract

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 language	English
Title of host publication	Political Marketing and Management in the 2020 New Zealand General Election
Editors	Edward Elder, Jennifer Lees-Marshment
Place of Publication	Switzerland
Publisher	Palgrave Macmillan
Chapter	8
Pages	109-120
Number of pages	12
Edition	1
ISBN (Electronic)	9783030773335
ISBN (Print)	9783030773328
DOIs	https://doi.org/10.1007/978-3-030-77333-5_8
Publication status	Published - 2021

Publication series

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

Keywords

Young voters
Chinese New Zealanders
Targeting
Social media

Access to Document

10.1007/978-3-030-77333-5_8

1 Book

Political Marketing and Management in the 2020 New Zealand General Election
Elder, E. (Editor) & Lees-Marshment, J. (Editor), 2021, 1 ed. Switzerland: Palgrave Macmillan. 186 p. (Palgrave Studies in Political Marketing and Management)
Research output: Book/Report › Book

Cite this

Elder, E., Lees-Marshment, J., Usman Malik, S., & Zhao, L. (2021). Targeted Communication by Minor and Major Parties. In E. Elder, & J. Lees-Marshment (Eds.), Political Marketing and Management in the 2020 New Zealand General Election (1 ed., pp. 109-120). (Palgrave Studies in Political Marketing and Management). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-77333-5_8

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abstract = "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.",

keywords = "Young voters, Chinese New Zealanders, Targeting, Social media",

author = "Edward Elder and Jennifer Lees-Marshment and {Usman Malik}, Salma and Luna Zhao",

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Elder, E, Lees-Marshment, J, Usman Malik, S & Zhao, L 2021, Targeted Communication by Minor and Major Parties. in E Elder & J Lees-Marshment (eds), Political Marketing and Management in the 2020 New Zealand General Election. 1 edn, Palgrave Studies in Political Marketing and Management, Palgrave Macmillan, Switzerland, pp. 109-120. https://doi.org/10.1007/978-3-030-77333-5_8

Targeted Communication by Minor and Major Parties. / Elder, Edward (Lead / Corresponding author); Lees-Marshment, Jennifer; Usman Malik, Salma et al.
Political Marketing and Management in the 2020 New Zealand General Election. ed. / Edward Elder; Jennifer Lees-Marshment. 1. ed. Switzerland: Palgrave Macmillan, 2021. p. 109-120 (Palgrave Studies in Political Marketing and Management).

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

TY - CHAP

T1 - Targeted Communication by Minor and Major Parties

AU - Elder, Edward

AU - Lees-Marshment, Jennifer

AU - Usman Malik, Salma

AU - Zhao, Luna

N1 - Copyright: © The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021.

PY - 2021

Y1 - 2021

N2 - 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.

AB - 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.

KW - Young voters

KW - Chinese New Zealanders

KW - Targeting

KW - Social media

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M3 - Chapter (peer-reviewed)

SN - 9783030773328

T3 - Palgrave Studies in Political Marketing and Management

SP - 109

EP - 120

BT - Political Marketing and Management in the 2020 New Zealand General Election

A2 - Elder, Edward

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CY - Switzerland

ER -

Elder E, Lees-Marshment J, Usman Malik S, Zhao L. Targeted Communication by Minor and Major Parties. In Elder E, Lees-Marshment J, editors, Political Marketing and Management in the 2020 New Zealand General Election. 1 ed. Switzerland: Palgrave Macmillan. 2021. p. 109-120. (Palgrave Studies in Political Marketing and Management). Epub 2021 Oct 25. doi: 10.1007/978-3-030-77333-5_8

Targeted Communication by Minor and Major Parties

Abstract

Publication series

Keywords

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Research output

Political Marketing and Management in the 2020 New Zealand General Election

Cite this