This book offers a unique exploration of the 2015 General Election from the perspectives of those most intimately involved as strategists, journalists and analysts. The UK electoral landscape has changed: in 2015 six parties received more than a million votes whereas in the 2010 General Election it was only three.

Introduction; the Editors.- Polls; Roger Mortimore and Anthony Wells.- Post-mortem; Nick Moon.- Scotland; Mark Diffley.- Constituency polls; Tom Mludzinski.- Analysis; Murray Goot.- The Poster Campaign; Jeremy Sinclair.- Conservative; Andrew Cooper.- Labour; Greg Cook.- Scottish National Party; Kevin Pringle.- Liberal Democrats; Olly Grender.- United Kingdom Independence Party; Gawain Towler.- Election Coverage: overview; David Deacon, Dominic Wring, James Stanyer and John Downey.- The Gendered Campaign; Emily Harmer.- Regulatory Issues; Adam Baxter.- Election Debates; Ric Bailey and Michael Jermey.- Analysis of the Debates; Clare Emes.- TV Reporting; Michael Crick.- Print Reporting; Joe Murphy.- The ‘Tory’ Press; Ivor Gaber.- Social Media; Dan Jackson and Darren Lilleker.- Twitter; Steven Ginnis and Carl Miller

This book offers a unique exploration of the 2015 General Election from the perspectives of those most intimately involved as strategists, journalists and analysts. It features contributions from the rival parties, news and polling organizations as well as academic experts who examine all aspects of the campaign.  A common theme that emerges is the increasing complexity of the democratic process given the development of a more multifaceted party system and a growing fragmentation in mass media audiences. The UK electoral landscape has changed: in 2015 six parties received more than a million votes whereas in the 2010 General Election it was only three. This book provides invaluable insights into contemporary British politics through analysis of an election whose outcome, an outright Conservative victory, surprised many commentators. It will appeal to students and scholars in the fields of electoral politics and media and communication, as well as to practitioners and the wider reader interested in British general elections.

“Elections are a dialogue between politicians and voters, a dialogue that is shaped by the work of pollsters, journalists, broadcasters and party strategists. This book provides a unique account and analysis of the role played by these key actors in the modern electoral process.” (John Curtice, Professor of Politics at the University of Strathclyde and President of the British Polling Council, UK)