Party Leaders as Movers and Shakers in British Campaigns? Results from the 2010 Election

There is an increasing recognition of the importance of party leaders in British elections. The 2010 election only served to reinforce their perceived importance with the introduction of three leaders' debates. Thus, more than ever, an understanding of contemporary elections necessitates an understanding of the dimensions of leadership that matter most to voters. This contribution examines the influence of perceptions of the three major party leaders as responsive, trustworthy, and knowledgeable. It also examines how the debates and other events unfolding during the campaign served to structure these perceptions. There is evidence that voters' evaluations of party leaders can vary substantially over the course of the campaign and traits such as responsiveness weigh heavily in voters' assessments. There is also convincing evidence of media effects, suggesting that voters are receptive to events unfolding during the campaign