This paper examines how, to truly
understand the role of election
campaigns have in the final election results, it is essential
to
understand that two views exist. On one hand, it is argued that the voters decide on their candidate before campaigning commences, while the other view argues that it through this activity that the voters reach their decision. It argues that, in order to be able to comprehend the true nexus between the campaign and voter's minds, the first step is to appreciate that
campaigns are as dynamic and multifaceted in character as they are in their effects.