Parliamentary candidates and their campaign messages at the 2019 General Election

The 2019 General Election brought about a significant change in the parliamentary balance of power. There has already been much attention devoted to how parties and their leaders campaigned run up polling day. Using original leaflet data from OpenElections project, this study extends focus individual candidates by exploring nature local campaign communications. We find that make little effort promote personal traits, with personalisation leaflets remaining largely limited offering visual cues shape candidate photos. also while negative messages are common, they tend relate an opposing party more generally. Similarly, we highlighting tactical situation constituency remains rare practice. Our findings suggest there is still considerable room for tailor materials attributes electoral context.