Abstract
Nathan Ritchie examines the origins and work of Topham Guerin, the ‘Digi Kiwis’ brought in to oversee the Conservatives’ online campaign. The chapter identifies the key aspects of the strategy they devised, including its idiosyncratic features and how it was implemented. Consideration is also given to attempts by rival parties and other campaigners to harness and use social media for their own electoral purposes.
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Ritchie, N. (2022). ‘Water Dripping on a Stone’: Topham Guerin and the Tory Digital Strategy. In: Wring, D., Mortimore, R., Atkinson, S. (eds) Political Communication in Britain. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-81406-9_8
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