1997 Election -Factors Affecting Flashcards
1
Q
AGE
A
- Many more younger voters supported labour = 49% 18-24 yr olds supporting them
- 65+ = 41% labour & 36% cons
2
Q
SOCIAL CLASS
A
- Labour = 50% skilled working class [C2] +59% of unskilled working class [D E] votes –> cons = 27% skilled w class + 21% of unskilled
- upper class voters [A B] = 31% labour + 41% cons –> {shows class dealignment occurred B4 1997 cons had consistently lead with the middle classes over 30%, but now only had a lead of 5% }
3
Q
GENDER
A
- More women supported labour (44%) + men continued to support them (45%)
4
Q
CAMPAIGN
A
- Blair used the media to look likable, but cons used it to make labour look bad.
- EG –> cons made messages attacking labour [‘new labour, new taxes’ ‘new labour, new danger’]
- this also included the ‘demon eyes’ advert = unpopular with public + had to be withdrawn after complains that it portrayed Blair as ‘Dishonest and sinister’
- Labour = 20% ahead in the opinion polls
5
Q
VALENCE ISSUES
A
- Cons had been bombarded with scandals involving sex & financial discretion in first 2 weeks of campaign.
- -> ‘sleaze’ dominated the campaign + caused Major embarrassment bc members of party = exposed for having extramarital affairs, despite the fact that the party campaigned to return to traditional family & community values = called ‘Back to Basics’
