Dr Margaret Scammell

Dr Margaret Scammell

Senior Visiting Lecturer

Department of Media and Communications

About me

Maggie Scammell returns to LSE teaching as a Senior Visiting Lecturer. She first joined the LSE staff in 1999 and was the founder of the MSc Politics and Communications programme and its director for several years. Before that she was for five years a lecturer at the School of Politics and Communications at the University of Liverpool, and a Research Fellow at Joan Shorenstein Center for Press/Politics, at the John F. Kennedy School of Government, Harvard University. She took her PhD at the LSE, investigating the Thatcher government's use of marketing and public relations. Before joining the academy, she worked as a journalist for newspapers, magazines and television, writing and researching on a variety of subjects including general elections, gay politics and sport. 


Maggie's research interests are in political communications, especially political campaigning, media and elections, governments and news management, political marketing, political journalism and the appropriate role of media in democratic countries. Current research projects include women in politics, focusing on the the recent rise of women to heads of governments around the world.



Consumer Democracy: The marketing of politics. Cambridge: Cambridge University Press 2014 

The Sage Handbook of Political Communication. London: Sage, 2012. Co-editor with Holli A. Semetko (557 pages)

Designer Politics: How Elections Are Won. Basingstoke: Macmillan, 1995 (342 pages)

On Message: Communicating the Campaign. London: Sage, 1999 (co-authored with Pippa Norris, John Curtice, David Sanders, and Holli A. Semetko) (218 pages)

Media Journalism and Democracy. Aldershot: Ashgate 2000 (co-editor with Holli A. Semetko, University of Amsterdam) (432 pages)


“Extraordinary election, political communication as usual’. In D. Jackson & Einer Thorsen (eds.)  UK Election Analysis 2015: Media, Voters and the Campaign 2015.

‘Politics and Image: the conceptual value of branding’. Journal of Political MarketingSpecial Edition on Political Brands (editors Gareth Smith & Catherine Needham).  Vol 14 (1-2): 7-18. 2015

‘Political marketing management and theories of democracy’ Marketing Theory Vol 9(2): 165–188 2009 (with Stephan Henneberg & Nicholas O’Shaughnessy)

‘Constructing health news: possibilities for a civic oriented journalism’ Health Vol 12 (1):43-66 2008 (with Darrin Hodgetts, Kerry Chamberlain, Rolinda Karapan & Linda Nikora)

‘Political brands and consumer citizens: the re-branding of Tony Blair’  The Annals of the Academy of American Political and Social Science Vol 611: 176-193 May, 2007

‘Political advertising: why is it so boring?’ Media, Culture and Society Vol 28 (5): 763-784, Sept 2006 (with Ana I. Langer)
[Reproduced in: Paul Baines (ed.) Political Marketing  Sage, 2011]

‘Four more years: how the UK press viewed the 2004 US Presidential Election’ Journalism Studies 2005 6(2): 203-216

‘Internet and Civic Engagement: The Age of the Citizen Consumer’ Political Communication Vol. 17(4) Oct-Dec 2000  pp351-355 

'Spinning Political Communication'  Parliamentary Affairs April 2000 Vol 53 No.2 pp381-38

‘Political marketing: lessons for political science’ Political Studies 47(4): 718-739 1999
[Reproduced in: R.Negrine & J.Stanyer (eds.) The Political Communication Reader Routledge 2007]

‘The model professionals? Political marketing in the United States and the Prospects of Americanisation of global Campaigning’ in  Journal of Euro-Marketing 7(2):67-89. 1999 Reproduced as book chapter. See below.

‘The Wisdom of the War Room: US Campaigning and Americanization’  Media, Culture and Society  Vol. 20:2 pp251-75, March, 1998.
[Reproduced in: Paul Baines (ed.)  Political Marketing  Sage 2011]
[Reproduced in: R.Negrine & J.Stanyer (eds.) The Political Communication Reader Routledge 2007]

Contributions to Books

‘Election campaign communication’. In Mazzoleni, Gianpietro, Kevin G. Barnhurst, Ken′ichi Ikeda, Rousiley C. M. Maia, and Hartmut Wessler, eds. The International Encyclopedia of Political Communication. 1 edition. Chichester, UK ; Malden, MA: John Wiley & Sons, 2015.

‘Introduction: The Expanding Field of Political Communication in the Era of Continuous Connectivity’ (with H.Semetko) In H.Semetko & M.Scammell (eds) The Sage Handbook of Political Communication Sage, 2012, pp1-6.

‘Leaders on the Campaign Trail: The Impact of Television News on Perceptions of Party Leaders in British General Elections’. In H.Semetko & M.Scammell (eds) The Sage Handbook of Political Communication Sage, 2012 pp378-86. (Co-authored with H.Semetko & A. Kerner)

‘The Press: Labour no more’ in D. Kavanagh & P.Cowley The British General Election of 2010 Palgrave Macmillan pp280-305. 2010 (with Charlie Beckett)

‘Brand Blair: Marketing Politics in the Consumer Age’ in Darren G. Lilleker, Mark Passera & Richard Scullion (eds.) Voters or Consumers: imagining the contemporary electorate Cambridge: Cambridge Scholars Publishing 2008 pp97-113

‘Election coverage in the UK’ in Jesper Sromback & Lynda Lee  Kaid (eds) The Handbook of Election News Coverage around the World Routledge 2008 pp73-89 (with Holli A. Semetko)

‘’Political advertising in the UK’ in L.L.Kaid and C.Holz-Bacha The Handbook of International Advertising London: Sage 2006 pp 65-82

“Party election broadcasts” in in L.L.Kaid and C.Holz-Bacha The Encyclopedia of Political Communication London: Sage 2008 pp533-4

‘The press: for Labour despite Blair’ in D.Kavanagh and D.Butler The British General Election of 2005 Basingstoke: Palgrave (with Martin Harrop) pp119-145 2005 

‘Cosa isegna il marketing all scienza politica’  in Angelo Mellone & Bruce Newman L’apparenza e l’appartenenza : terie del marketing politico Rubbettino, Italy 2004 pp17-72 

‘Citizen Consumers: towards a new marketing of politics?’ in J.Corner and D.Pels (eds.) Media and The Re-styling of Politics London: Sage 2003 pp117-136

‘The Press Disarmed’ in D.Butler and D.Kavanagh The British General Election of 2001 Basingstoke: Palgrave 2002 pp156-181 (with Martin Harrop, Uni of Newcastle)

‘The Media and Media Management’ in Anthony Seldon (ed.) The Blair Effect: The Blair Government 1997-2001 London: Little Brown 2001 pp509-534

‘New Media, New Politics’ in Patrick Dunleavy, A. Gamble, G. Peele and I. Holliday, Developments in British Politics 6, Basingstoke, Macmillan 2000 pp 169-184 

‘Democracy and the Media’ in M. Scammell and H.Semetko (eds.) The Media Journalism and Democracy Aldershot: Ashgate 2000  ppxx-xlix

‘Introduction: media and democracy’ in M.Scammell and H.Semetko (eds.) The Media Journalism and Democracy Aldershot: Ashgate 2000  ppxi-xix (with H.Semetko)

‘The Press’ in David Butler and Dennis Kavanagh The British General Election of 1997 Basingstoke: Macmillan, 1997 pp156-185 (co-authored with M.Harrop)

'Television and Contemporary History' in Brian Brivati and Anthony Seldon (eds) Contemporary History: At the End of the Century Oxford: Blackwell  1996 pp408-422

'Old Values Versus News Values' (co-authored with T.J. Nossiter and Holli A. Semetko in Ivor Crewe and Brian Gosschalk Political Communications: The General Election of 1992 Cambridge University Press, 1995, pp85-103.

'Political Advertising on Television: the British Experience' co-authored with Holli A. Semetko in Lynda Lee Kaid and Christina Holtz-Bacha Political Advertising in Western Democracies Sage (1995) pp19-43.

'The Media's Coverage of the Campaign' co-authored with Holli A. Semetko and T.J.Nossiter in Anthony Heath, Roger Jowell and John Curtice (eds) Labour's Last Chance? the 1992 Election and Beyond Aldershot: Dartmouth 1994, pp25-41.

'A Tabloid War' (co-authored with Martin Harrop) in David Butler and Dennis Kavanagh The British General Election of 1992 (1992) Basingstoke: Macmillan, pp180-210.

Other publications

‘War, God and gays: the UK press and the 2004 US Presidential Election’ EDS-LSE Innovation Research Programme, Media and Communications Theme, London School of Economics and Political Science

‘Citizen consumers: towards a new marketing of politics’. Online paper at: Global Citizen Project, Center for Communication and Civic Engagement, University of Washington, Seattle, Washington (2003). http://depts.washington.edu/gcp/pdf/citizenconsumers.pdf

‘The Wisdom of the Waroom’ Research Paper R-17. Joan Shorenstein Center, John F. Kennedy School of Government, Harvard University, April 1997.