Joseph Trenaman and Denis McQuail

Was the 1959 UK General Election the first television election? Could television be used to create a Party 'image'? Television and the Political Image (1961) provides answers to both these questions.

1. Election Television - an Unknown Factor 2. Method 3. Political Images 4. The Nature of the Campaign 5. How the Campaign Reached the Electors 6. Television Electioneering - the Viewers' Response 7. Changes of Allegiance during the 1959 Campaign 8. Changes in Political Attitudes 9. The Electors' Knowledge of Party Policies and National Issues 10. The Effects of Television and Other Media 11. The Characteristics of the 'Changers' 12. Some Implications 13. Summary of the Findings