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This article assesses the role of campaign professionals in election campaigns in the Digital Age, with particular reference to their relationship with political parties. In the first section, the authors develop a typology of political consultants and assess the role they play in U.S. elections. This review of the evidence suggests a healthier relationship than has previously been assumed between U.S. parties and consultants. The second section examines comparative trends in Western Europe—which has seen some significant adaptation by the established parties—as well as in new democracies generally. In both cases campaign professionals have become increasingly prominent, indicating a convergence on the U.S. campaign model. Overall, the evidence supports the thesis that election campaigns have outgrown the institutional limitations of political parties, requiring a role for campaign professionals to fill this increasing gap.

Assesses role of professionals in election campaigns and their relations with political parties in the US, Western Europe, and the new democracies.

Thurber, J. A.: The study of campaign consultants: a subfield in search of theory, S. 145-149; Medvic, St. K: The effectiveness of the political consultant as a campaign resource, S. 150-154; Kolodny, R.; Logan, A.: Political consultants and the extension of party goals, S. 155-159; Magleby, D. B.; Patterson, K. D.: Consultants and direct democracy, S. 160-169; Farrell, D. M.: Political consultancy overseas: the internationalization of campaign consultancy, S. 171-176

This essential party primer includes new chapters on polarization between and within the parties in the aftermath of the 2012 election, demographic changes to America's political parties and the effects of new media and campaign finance laws, and the implications of all these things on future policymaking and electoral prospects moving forward.