| Abstract: | This essay explores the theme of the rise of the ‘modern campaign'—the electoral focus on polling, targeted appeals, and the professional, managed use of the media—as the strategic response by parties to the exigencies of electioneering in an era of increasingly fluid, weakly partisan electorates. Given New Zealand Labour's unparalleled policy‐reversals since 1984, which rocked a political system noted for its stable, loyal partisan politics, it is argued the 1987 campaign constitutes a threshold election in which Labour's executive consciously embraced the modern campaign to deflect reactions to its unorthodox policies, and to allow appeals to newly heterogeneous bases of electoral support. Interviews with key figures in New Zealand's Labour and National parlies afford the chance to examine this strategic tactic as a considered response to electoral uncertainty. |
