Multiple audiences, multiple messages? An exploration of the dynamics between the party, the candidate and the various constituencies

Using both aggregate and individual-level data, the extent to which Scottish Labour manifestos and individual election communications for the 2001 and 2005 General Elections were responsive to various constituencies is examined. Findings suggest that while the Labour Party has been responsive to Scottish public opinion (particularly for those issues where party performance has been strongest), there has not been much targeting of individual candidate literature content at the constituency level. In particular, while regression analysis indicates that some socio-economic indicators of constituencies were more significant than marginality in explaining variance in the content of Labour candidate messages, effects were nonetheless fairly limited (albeit more noticeable for potential voter groups).