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Although the Conservative party has won four consecutive general elections, British voters in the 1980s and 1990s have become more volatile and unpredictable, and this has led to major changes in the analysis and interpretation of voting behaviour. Scholars have recognized that short-term factors such as the mass media, party leaders, local campaigning and the state of the economy have become more influential, and they have developed new techniques for uncovering and quantifying these effects. This text brings together contributions to the subject.