Peering through the SMOG: Adult literacy in the UK and its potential impact upon political marketing communication strategy and content
Lloyd, J. (2010) Peering through the SMOG: Adult literacy in the UK and its potential impact upon political marketing communication strategy and content. In: Political Studies Association Annual Conference 2010, Edinburgh, 29 March-1st April, 2010.
Full text not available from this repository
Publisher's URL: http://www.psa.ac.uk/2010/
With the prospect of a General Election looming over the next twelve months, it has been well documented that political parties in the UK face a major challenge when seeking to overcome cynicism on the part of the electorate, their lack of trust in politicians and a general lack of engagement with the political process as a whole. However, in order to achieve this they first need to overcome a further, less well documented challenge; the challenge of communicating their policies in a way that that is both accessible and easily comprehended by their ultimate audience: the electorate. Taking into account the findings of a recent Parliamentary Affairs Committee which identified that up to 12 million adults in the UK had a reading age of eleven years or less, this paper analyses the websites and policy literature generated by the main UK parties. Using the SMOG index, it gauges their accessibility and comprehensibility to this large section of the UK electorate and discusses the potential implications for political communications content and strategy