What do modern election campaigns look like? According to the most recent accounts, they are data-driven operations in which extensive data are collected and targeted messages are deployed in efforts to maximize support. Whilst highlighting important new developments, in this article we argue that a focus on novel practices offers a distorted picture of modern campaigns. Presenting a unique analysis of over 22,720 separate items of expenditure made by political parties at the 2019 UK general election, we demonstrate that whilst there is some evidence of a ‘fourth’ era of campaigning, these novel practices do not define campaigns. Taking a more holistic approach that examines how campaign activities are blended and entwined, we offer unprecedented insight into the nature of modern campaigns, revealing variation in parties' campaign strategies. We also introduce a new dataset for those interested in party campaigns and call for others to pursue a more holistic analysis.
