Among the many opinion polls published about the election, one of the most revealing was a survey by Conservative pollster Lord Ashcroft that showed how little people knew about the campaign so far. While so-called campaign gaffes have already become a daily feature of election coverage – from leaders being heckled to them failing to use a mop correctly – in reality they appear to have had no tangible impact on voters. The prominence paid to day-to-day campaign events, in other words, is not cutting through to the public.
This is not to say the parties’ campaigning or media coverage of the election has not had a material effect on voters. Take, for example, the Conservative’s promise to “get Brexit done”. It represents the most effective political messaging since the Leave’s campaign pledge to “take back control”. Endlessly promoted by candidates, on social media and echoed in news reporting, the “get Brexit done” soundbite can be audibly heard in vox pops and focus groups as a rationale for voting Conservative.
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