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I do think Kate Dommett underestimates the change that has happened. The importance of the Conservative Brexit Referendum commitment was enormous in the 2015 election. Social media was a novel and highly effective way of communicating a simplistic solution (Brexit) to long term problems in the UK in both in that election and the subsequent referendum. Lack of effective financial regulation has also permitted a culture change in spending in UK elections. Now, spend on individualised targeting has changed UK politics to be more like the US model where large amounts of money can make a huge difference, for example, in heightening a candidate's profile very quickly.

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