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Essay from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1.0, Sheffield Hallam University, course: MA Public Relations, language: English, abstract: The 2010 UK general election was dubbed the 'internet election', and political party communications chiefs deployed a whole range of new weaponry in the bid to win the 'hearts and minds' of voters. This paper critically evaluates this statement using reference to current and recent high profile campaigns, plus reference to wider academic research and analysis.