Electoral Change, Inertia and Campaigns in New Zealand

Electoral change creates important and competing incentives for political parties, parliamentary elites and candidates to transform their campaign techniques in order to maximize votes under the new realities - a process constrained by continued reliance on familiar techniques. In this article I examine two significant moments of electoral change in New Zealand from partisan stability to dealignment in the late 1980s, and from an SMP/plurality system to Mixed Member Proportional (MMP) representation in 1996 - as a way of exploring inertia and change in the transformation of campaigns at the constituency level. Drawing on findings from in-depth interviews conducted with individuals responsible for the parties' campaigns in the 1987 and 1996 New Zealand general elections, I explore the extent to which political campaign elites, parliamentarians and candidates responded to incentives to adopt a fundamentally new election campaign logic - in these two cases, dictated by the new tactical centrality of marginal seats and geographically defined constituencies in the modern first-past-the-post (FPP) campaign, and then by the ascendancy in their place of the party list vote, issue constituencies and nationwide campaigns under MMP.