1979 General Election

Question 1

Describe the governing competence

Answer 1

James Callaghan’s Labour govt faced strikes by public sector workers in the winter of discontent
The press reported on this and it damaged Labour’s reputation and strengthened the Conservative message that they were a party of national unity that could reign in the power of the Trade Unions

Question 2

What was Callaghan’s leadership like?

Answer 2

Failed to recognise the severity of the situation
Returned from Gaudalope and refused to acknowledge the crisis making him seem out of touch

Question 3

What was Thatcher’s leadership like?

Answer 3

Presented as a sensible and forthright housewife who was not prepared to tolerate excessive trade union power

Question 4

How did the Tories conduct their campaign?

Answer 4

Used Saatchi and Saatchi ad agency to create the campaign slogan “Labour isn’t working”

Question 5

How did the media support Thatcher?

Answer 5

Reinforced messaging that Marg Thatcher would offer fresh approach
The Sun ran an anti Callaghan edition with the headline Crisis? What crisis? Rail, lorry, jobs, chaos and Jim blames the Press
Claimed that Callaghan’s handling of the winter of discontent showed he was out of touch with public concerns

Question 6

How did they appeal to issue based voting?

Answer 6

The electorate waas dissatisfied with high inflation rates and the power of trade unions
Conservatives promised to tackle these issues
Labour Party seen as being unable to address the issues leading to their defeat

Question 7

How did the decline of the Lib vote impact the election?

Answer 7

The Libs lost voters as they supported Callghan’s govt
There was a scandal involving the leader of the Lib Jeremy Thorpe involving a conspiracy to murder his former lover
He resigned in 1976
He ws acquitted but the scandal damaged the Lib rep

Question 8

What was the result of the 1979 gen election for the Cons?

Answer 8

339 seats
43.9% of the vote
Increase of 62 seats
Posotive swing of 8.1

Question 9

What was the result of the 1979 gen election for Labour?

Answer 9

269 seats
36.9% of the vote
lost 50 seats
2.3 negative swing

Question 10

What was the result of the election for Libs?

Answer 10

11 seats
13.8% of the vote
loss of 2 seats
neg swing of 4.5

Question 11

What was the voting pattern?

Answer 11

Shift wy from Labour among the C2DE social group with the cons gaining 11% of the vote from them
Cons party gained a &% swing of female voters
Many young voters switched from Lib to Tory. 18 - 24 year olds more likely to vote con than in previous elections
The high turn out of 76% helped the Cons more than Labour