1979 GE long and short term factors Flashcards
What are long-term factors in voting behaviour?
Long-term factors are stable influences that shape how people vote over time, such as class alignment, party loyalty, region, gender, age, ethnicity, and socialization.
What are short-term factors in voting behaviour?
Short-term factors are immediate influences on voting at the time of an election, such as party leadership, election campaigns, key issues, media coverage, and recent political events.
Which long-term factor was most important in the 1979 UK General Election?
Class alignment — especially the traditional working-class loyalty to Labour and middle-class support for the Conservatives — was still a major factor, although signs of class dealignment were starting to show.
Which short-term factors influenced the 1979 UK General Election result?
Leadership image (Margaret Thatcher’s strong media presence vs. James Callaghan’s ‘crisis’ leadership during the Winter of Discontent), the state of the economy, and trade union unrest all heavily influenced voters.
How did the ‘Winter of Discontent’ impact the 1979 election?
The Winter of Discontent caused widespread strikes and economic disruption, damaging Labour’s reputation for economic competence and contributing to the Conservatives’ victory.
What was the turnout in the 1979 General Election?
Turnout was 76%, relatively high compared to other post-war elections, showing strong public engagement, likely driven by economic crises and the desire for change.
Why did turnout remain high in the 1979 election?
Economic instability, frustration with Labour’s handling of the Winter of Discontent, and the clear ideological contrast between Labour and Thatcher’s Conservatives motivated voters.
What voting behaviour trend did the 1979 election reveal about class?
The election highlighted the beginning of class dealignment, as some working-class voters switched to the Conservatives, attracted by Thatcher’s promises on law, order, and controlling the unions.
How did gender influence voting behaviour in the 1979 General Election?
Women were slightly more likely to vote Conservative. Thatcher, as the UK’s first female party leader, appealed to housewives and middle-class women, focusing on family values, stability, and lower inflation.
How did region influence voting in the 1979 General Election?
The Conservatives dominated in the South of England, the Midlands, and rural areas, while Labour retained strength in Northern England, Scotland, Wales, and inner-city areas. The North-South divide was clear.
How did age affect voting in the 1979 General Election?
Older voters (55+) leaned Conservative, valuing stability and law & order. Younger voters were more divided, though some were drawn to Labour’s social justice policies. The age gap wasn’t as wide as in more recent elections.
How did education influence voting in the 1979 General Election?
Voters with higher education qualifications were slightly more likely to vote Labour, while those with fewer qualifications leaned Conservative, reflecting class-based divisions in education at the time.
What was the role of class in the 1979 General Election?
Class alignment was still strong: Working-class (C2, D, E) voters mostly supported Labour, although many switched to the Conservatives due to disillusionment with strikes and economic problems. Middle-class (A, B, C1) voters solidly backed the Conservatives.
What term describes the class shifts seen in the 1979 election?
Class dealignment — voters, especially the skilled working-class, began to vote less predictably along class lines, with some shifting to the Conservatives due to Labour’s perceived economic mismanagement.
How did the 1979 election show signs of a ‘gender gap’ in voting?
Thatcher’s leadership softened the Conservative image for female voters, helping close the gender gap and slightly increasing female support for the Tories compared to past elections.
Why was regional voting so divided in 1979?
Economic geography: The North had more industrial jobs, higher union membership, and more working-class voters — favouring Labour. The South had more suburban, middle-class, and self-employed voters — favouring Conservatives.
How did the media shape public opinion in the 1979 General Election?
The media reinforced public anger over Labour’s handling of the Winter of Discontent, portraying the country as chaotic and out of control, which damaged Labour’s image and boosted support for the Conservatives.
Which newspapers supported the Conservatives in 1979?
Major tabloids like The Sun, The Daily Mail, and The Daily Express backed Margaret Thatcher and the Conservative Party, influencing millions of working-class and middle-class readers.
How did TV influence the 1979 election?
Television was the main source of election information for most voters. Coverage of striking workers, uncollected rubbish, and Callaghan’s calm but passive response during the Winter of Discontent damaged Labour’s credibility.
How did Margaret Thatcher use the media to her advantage?
Thatcher carefully managed her image, using the media to present herself as strong, competent, and ready for change. TV appearances and photo ops softened her image while projecting authority.
What was ‘Crisis? What Crisis?’ and why was it significant?
The headline ‘Crisis? What Crisis?’ appeared in The Sun after Callaghan returned from a summit during the Winter of Discontent, suggesting he was out of touch with UK voters’ struggles — this became a symbol of Labour’s failure.
Why was press influence particularly strong in the 1979 election?
Newspapers had a huge daily readership and were largely Conservative-leaning, shaping public discussion around Labour’s failures and Thatcher’s promises of strong leadership.
What was the ‘Labour Isn’t Working’ campaign?
It was a famous Conservative Party advertising campaign designed by Saatchi & Saatchi for the 1979 election, featuring an image of a long unemployment queue and the slogan: ‘Labour Isn’t Working.’
Why was the ‘Labour Isn’t Working’ campaign so effective?
It created a powerful, simple visual message that directly linked Labour to rising unemployment and economic failure, reinforcing public frustration during the Winter of Discontent.
