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Recent decades have seen an increasing trend towards the personalisation of election campaigns, even in systems where candidates have few structural incentives to emphasise their personal appeal. In this article, we build on a growing literature that points to the importance of candidate characteristics in determining electoral success. Using a dataset composed of more than 3700 leaflets distributed during the 2015 and 2017 general elections, we explore the conditions under which messages emphasising the personal characteristics of prospective parliamentary candidates appear in British general election campaign materials. Even when we account for party affiliation, we find that there are important contextual and individual-level factors that predict the use of candidate-centred messaging.

The 2016 referendum marked a watershed moment in the history of the United Kingdom. The public vote to leave the European Union (EU)—for a 'Brexit'—brought an end to the country's membership of the EU and set it on a fundamentally different course. Recent academic research on the vote for Brexit points to the importance of immigration as a key driver, although how immigration influenced the vote remains unclear. In this article, we draw on aggregate-level data and individual-level survey data from the British Election Study (BES) to explore how immigration shaped public support for Brexit. Our findings suggest that, specifically, increases in the rate of immigration at the local level and sentiments regarding control over immigration were key predictors of the vote for Brexit, even after accounting for factors stressed by established theories of Eurosceptic voting. Our findings suggest that a large reservoir of support for leaving the EU, and perhaps anti-immigration populism more widely, will remain in Britain, so long as immigration remains a salient issue.

The 2016 referendum marked a watershed moment in the history of the United Kingdom. The public vote to leave the EU –for a Brexit'- brought an end to the country's membership of the European Union (EU) and set it on a fundamentally different course. Recent academic research on the vote for Brexit points to the importance of immigration as a key driver, although how immigration influenced the vote remains unclear. In this article, we draw on aggregate level data and individual-level survey data from the British Election Study (BES) to explore how immigration shaped public support for Brexit. Our findings suggest that, specifically, increases in the rate of immigration at the local level and sentiments regarding control over immigration were key predictors of the vote for Brexit, even after accounting for factors stressed by established theories of Eurosceptic voting. Our findings suggest that a large reservoir of support for leaving the EU, and perhaps anti-immigration populism more widely, will remain in Britain, so long as immigration remains a salient issue.

The personal characteristics of political elites play an important role in British elections. While the personalisation of the media's election coverage has been the subject of much debate, we know less about the conditions under which voters receive personalised messages directly from elites during the campaign. In this paper, we use a new dataset that includes more than 3,300 local communications from the 2015 general election to explore variation in the personalisation of campaign messaging. We find that there is systemic variation in terms of where photographs of party leaders are included in election communications, which provides further evidence that campaign messages are deployed strategically to portray the candidate – and their party – in the best possible light.

Supplemental data (online appendix) for this article can be accessed at https://doi.org/10.1080/ 17457289.2017.1394309 ; The article of record as published may be found at http://dx.doi.org/10.1080/17457289.2017.1394309 ; The personal characteristics of political elites play an important role in British elections. While the personalization of the media's election coverage has been the subject of much debate, we know less about the conditions under which voters receive personalized messages directly from elites during the campaign. In this paper, we use a new dataset that includes more than 3300 local communications from the 2015 general election to explore variation in the personalization of campaign messaging. We find that there is systemic variation in terms of where photographs of party leaders are included in election communications, which provides further evidence that campaign messages are deployed strategically to portray the candidate – and their party – in the best possible light.

This article Explores the relationship between perceptions of candidate attractiveness and election outcomes in Britain. Uses a computer-based survey to evaluate subjects' first impressions of real British candidates from the 2010 general election. Looks at the perception that Conservative candidates and candidates who are relatively young are more attractive. Concludes that attractive candidates were more moderately more successful, even when we control for other important determinants of electoral success. What do British voters look for in their candidates? We know they favour candidates who have experience serving their constituents and those with local ties. As a result, parties often emphasise these characteristics in their campaign materials. However, these materials also provide voters with the candidates' images. Using a survey where respondents are asked to evaluate real British candidates using only rapidly determined first impressions of facial images, we demonstrate that candidates who were deemed attractive enjoyed greater electoral success in the 2010 general election. Specifically, we find that candidates who are widely perceived to be more attractive had a higher vote share, even when we take into account the candidates' age, party, incumbency and campaign spending.

The conventional wisdom on Western European politics leads us to believe that all the 'action' lies with parties, because the unified parliamentary delegations in Western Europe draw voters' attention to parties' policies and images. Though British elections take place under a single member district plurality system, British parties, like their continental counterparts, are highly centralised and feature disciplined parliamentary delegations. Despite the strong ties between British candidates and their parties, we demonstrate that perceptions of candidates' personal attributes can be used to predict general election outcomes. Using a computer-based survey where subjects are asked to evaluate real British candidates using only rapidly determined first impressions of facial images, we successfully predict outcomes from the 2010 general election. Moreover, we find that perceptions of candidates' relative attractiveness are particularly useful for predicting outcomes in marginal constituencies. [Copyright Elsevier Ltd.]