Labour’s 2017 General Election campaign, what sets Momentum apart from the leader and party page?

Tristan Hotham

Research output: Contribution to conferencePaper


A comparative examination of the Labour leader, party and Momentum Facebook pages. Examining 575 posts across 800 codes, the data shows what Momentum was used for during the campaign. What Labour had effectively generated was a 'traditional Facebook campaign' via the leader and party page. This approach saw the party use broad messages, open inclusive rhetoric and a clear vision based on core policy to campaign to the mass public on the platform. This traditional Facebook campaign was then supported by a 'new methods campaign', that saw Momentum use meme's, partisan content, leader adoration and divisive aggressive content to excite a younger more political crowd. This allowed Labour to engage in different strands of communications, speaking to different audiences in the most effective manner.
Original languageEnglish
Publication statusPublished - 31 Mar 2021
EventPolitical Studies Association Conference (PSA) 2021 - Belfast, UK United Kingdom
Duration: 26 Mar 202131 Mar 2021


ConferencePolitical Studies Association Conference (PSA) 2021
Abbreviated titlePSA 21
Country/TerritoryUK United Kingdom
Internet address


  • momentum
  • satellite campaigning
  • labour party 2017 campaign
  • facebook campaigning
  • facebook election
  • social media politics
  • social media campaigning
  • social media data analysis
  • quantitative content analysis
  • social media content analysis
  • digital campaign
  • facebook content
  • jeremy corbyn
  • momentum campaign


Dive into the research topics of 'Labour’s 2017 General Election campaign, what sets Momentum apart from the leader and party page?'. Together they form a unique fingerprint.

Cite this