The party leaders clashed over Brexit, Northern Ireland and the NHS.
Newspapers and broadcasters have been more likely to focus on issues the Conservatives want people to talk about.
Tactical voting and shifting party allegiances mean the final week could change everything.
Instagram has become a major battleground for the attention of young voters.
Investors in the private companies that Labour plans to nationalise are likely to seek compensation for their losses.
The voting public is being forced to wade through a fog of disinformation thanks to some cynical ploys.
The effect is the transfer of wealth away from the poorest workers.
Even if the Labour Party doesn't win in 2019, it is aiming for a longer term shift.
Corbyn can't get enough of Scotland while Johnson is playing it safe with strategic stop offs.
Both party leaders seem to elicit stronger negative responses than positive.
Conversation academic experts get behind the soundbites and campaign claims.
After years on the fence, Labour now has a position on the biggest topic of the day.
A close look at the way the parties are using video in the campaign can tell you a lot about their approach.
Things could have been quite different if Jeremy Corbyn swung more decisively to Remain or if Jo Swinson hadn't been in such a rush to the polls.
With Labour in danger of coming fourth in Scotland, they could have done without fresh independence trouble.
The Australian Labor Party's failure to turn climate change into a winning campaign issue holds lessons for the UK Labour Party.
Both main campaigns are focusing on the enemy, not the plan, in part, because the British political system hasn't caught up with societal changes.
Broadcasters snubbing the likes of Nicola Sturgeon and Jo Swinson in favour of head-to-head debates with the two big party leaders just serves to stoke political tensions.
'Why are we having this election?' is a question that undermines Johnson's 'get Brexit done' narrative.
Which messages and formats are cutting through the most?