Parties and Campaign Professionals in a Digital Age: Political Consultants in the United States and Their Counterparts Overseas

This article assesses the role of campaign professionals in election campaigns in the Digital Age, with particular reference to their relationship with political parties. In the first section, the authors develop a typology of political consultants and assess the role they play in U.S. elections. This review of the evidence suggests a healthier relationship than has previously been assumed between U.S. parties and consultants. The second section examines comparative trends in Western Europe—which has seen some significant adaptation by the established parties—as well as in new democracies generally. In both cases campaign professionals have become increasingly prominent, indicating a convergence on the U.S. campaign model. Overall, the evidence supports the thesis that election campaigns have outgrown the institutional limitations of political parties, requiring a role for campaign professionals to fill this increasing gap.