Dr Maggie Scammell

Dr Maggie Scammell

Visiting Staff

Department of Media and Communications

Key Expertise
Political communications

About me

Maggie Scammell was a Senior Lecturer in the Department of Media and Communications at the LSE for 11 until 2010, and has continued to be associated with the department since then as a visitor. Before coming to the LSE she was 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.

Research interests

Maggie's research interests are in political communications, especially political campaigning, media and elections, governments and news management, political marketing and political journalism.  Current research projects include populist political communication and its impact on mainstream party communication; and women in politics, focusing on the rise of women to heads of governments around the world.


“Theresa May for Britain”: a personal brand in search of personality in UK Election Analysis 2017: Media, Voters and the Campaign Ed: Thorsen, E., Dan Jackson, Darren Lilleker. PSA 2017

‘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 Marketing Special Edition on Political Brands Vol 14 (1-2): 7-18. 2015

Consumer Democracy: The marketing of politics Cambridge: Cambridge University Press 2015

‘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.

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)

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

‘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]

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

‘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]

‘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

‘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

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

'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.

'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.