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Question 1

Political context of the 1997 GE

Answer 1

• The Conservatives managed to achieve reelection in 1992 depite the early 1990s recession
• Despite the recession ending in 1993, Black Wednesday had tarnished Conservative economic credibility
• Labour had elected John Smith as its party leader in 1992, but his death from a heart attack in 1994 paved the way for Tony Blair to become Labour leader
• Their manifesto ‘New Labour, New Life for Britain’ was released in 1996 and outlined five key pledges

Question 2

When did John Major call the election and why was it so long

Answer 2

• Major called the election on Monday 17 March 1997
• This ensured the formal campaign would be unusually long, at six weeks
• Conservatives argued that a long campaign would expose Labour and allow the Conservative message to be heard.

Question 3

Challenges faced by Conservative campaign 1997

Answer 3

• Rise of James Goldsmith’s Referendum Party advocating for an EU membership referendum, threatened Conservative voter base.
• Approximately 200 candidates opposed British membership of the single European currency, deviating from official Conservative policy.
• Cabinet Division: Chancellor Kenneth Clarke criticized Home Secretary Michael Howard’s European views as “paranoid and xenophobic nonsense.”

Question 4

Conservative Party objective, central statement, and stategy in 1997

Answer 4

• Objective: Major aimed for a prolonged campaign to expose Labour’s alleged “hollowness.”
• Emphasis on Stability: Conservative campaign focused on stability, reflected in manifesto title ‘You can only be sure with the Conservatives.’
• Campaign Strategy: Use of the “New Labour, New Danger” poster depicting Tony Blair with demon eyes as a confrontational tactic

Question 5

Labour campaign 1997

Answer 5

• emphasised the splits within the Conservative government and argued that the country needed a more centrist administration.
• reminiscent of those of Bill Clinton in 1992 and 96, focusing on centrist themes as well as adopting policies more commonly associated with the right, such as cracking down on crime and fiscal responsibility
• adopted the theme Things Can Only Get Better in their campaign and advertising
• Endorsements: ‘New Labour’ were endorsed by The Sun (front page “The Sun Backs Blair”) News of the World, The Times, as well as the Daily Mirror, The Independent and The Guardian.

Question 6

Labour’s victory in 1997

Answer 6

• Largest parliamentary majority (179) to date.
• Described as akin to “an asteroid hitting the planet” by Professor Anthony King.
• Labour convinced electorate of ushering in a new age of prosperity with policies, organization, and optimistic tone.

The election was on the 1st May 1997

Question 7

Factors Contributing to Labour 1997 Victory

Answer 7

• Charisma of Tony Blair.
• PR machine managed by Alastair Campbell and Peter Mandelson.
• Modernization of the party, including scrapping Clause IV.
• Seized middle ground of political spectrum, attracting voters further to the right.

Question 8

Consequences for Conservative Party of 1997:

Answer 8

• Lowest percentage share of popular vote since 1832.
• party’s worst defeat since 1906
• Wiped out in Scotland and Wales.
• 17 MPs north of the Midlands, and with less than 20% of MPs in London
• Prominent Conservative MPs lost seats, including Michael Portillo, Malcolm Rifkind, and others.
• the unseating of seven Conservative Cabinet Ministers
• John Major resigned stating “When the curtain falls, it is time to get off the stage.”
• Party began its longest continuous period in opposition (13 years & less than 200 MPs)
• However, Conservative newcomers included Theresa May, Philip Hammond, Andrew Lansley and John Bercow

Question 9

Liberal Democrats’ Performance 1997

Answer 9

• Doubled number of seats from 20 to 46.
• Utilized tactical voting against Conservatives
• won the highest number of seats by any third party since 1929

Question 10

The Referendum Party 1997

Answer 10

Came fourth in terms of votes with 800,000 votes mainly from former Conservative voters, but won no seats in parliament.

The Party sought a referendum on the UK’s relationship with the EU

Question 11

1997 GE Impact on Women Representation:

Answer 11

• Doubled number of women in parliament from 60 to 120.
• Labour had 101 female MPs, controversially described as “Blair Babes.”
• Seen as a watershed moment for women representation in the UK.

Question 12

Notable Electoral Incidents of 1997 GE

Answer 12

• In Tatton, Labour and Liberal Democrats didn’t field candidates to support independent Martin Bell against Neil Hamilton (facing charges due to cash for questions).
• Winchester saw a contested result due to errors by election officials, leading to a by-election.

Question 13

Infighting in the Conservative party after 1997

Answer 13

• One Nation group, Tory Reform Group, and Maastricht Rebels blamed each other for the defeat.
• Party chairman Brian Mawhinney attributed defeat to disillusionment with 18 years of Conservative rule.
• William Hague replaced Major, beating Kenneth Clarke and Michael Howard
• Hague steered the Conservatives to a successful result at the European parliamentary elections in June 1999, where the Conservatives gained 36 MEPs ahead of Labour’s 29.
• His Authority was challenged by appointment of Michael Portillo as Shadow Chancellor in 2000
• Bitter battle between factions supporting Hague and Portillo. Internecine war significantly contributed to Conservative Party’s subsequent election defeats in 2001 and beyond.

Question 14

What were the five main pledges in Labour manifesto New Labour, New Life for Britain

Answer 14

• Class sizes to be cut to 30 or under for 5-, 6- and 7-year-olds by using money from the assisted places scheme.
• Fast track punishment for persistent young offenders, by halving the time from arrest to sentencing.
• Cut NHS waiting lists by treating an extra 100,000 patients as a first step by releasing £100 million saved from NHS red tape.
• Get 250,000 under-25-year-olds off benefit and into work by using money from a windfall levy on the privatised utilities.
• No rise in income tax rates, cut VAT on heating to 5%, and keeping inflation and interest rates as low as possible.

Question 15

Notable Labour newcomers in 1997 GE

Answer 15

Hazel Blears, Ben Bradshaw, Yvette Cooper, Caroline Flint, Barry Gardiner, Alan Johnson, Ruth Kelly, John McDonnell, Stephen Twigg and Rosie Winterton, as well as future Scottish Labour Leader Jim Murphy and Lindsay Hoyle.

Question 16

How was the Conservative majority eroded between 1992 - 1997

Answer 16

Following the 1992 GE, the Conservatives remained in government with 336 of the 651 House of Commons seats. Through a series of defections and by-election defeats, the government gradually lost its absolute majority in the House of Commons. By 1997, the Conservatives held only 324 House of Commons seats (and had not won a by-election since Richmond in 1989).

Question 17

Stealing Tory clothes

Answer 17

• phrase used to describe ideological convergence since 1997.
• In 1997 GE, the attack line broke down, as if Labour was copying the Tories, why then were they dangerous (New labour New danger)

Question 18

Labour’s focus on marginal seats

Answer 18

Ninety key marginal seats were chosen by party strategists to receive the focus of Labour’s attention. These were all seats which would fall to Labour on an 8% swing from the Tories. If Labour convinced enough voters to switch in these target seats, it would be handed a safe working majority.

Voters in these mainly ‘middle-English’ seats were bombarded with direct mail, canvassers (both in person and by phone), and some were even sent Labour videos in which Tony Blair set out his vision for a new Britain.

Labour’s plan was to win over those who are known as “switchers” - previous Tory voters who were disillusioned with the Government, but who were still unsure whether they could trust New Labour.

Question 19

What did Tony Blair say on Day One of his campaign 1997

Answer 19

“I prefer to promise a limited number of things and get them done rather than promise the earth and not deliver,”

In Gloucester, one of the key seats

Setting out the reasons for his cautious approach

Question 20

John Prescott’s role in 1997 campaign

Answer 20

dubbed Labour’s “Mr Motivator” by Tony Blair, was sent out on the ‘Prescott Express’, a huge coach that doubled as a campaign headquarters. During the campaign the deputy leader was set to cover 10,000 miles and visit 65 key marginals.

Question 21

Tony Blair chicken John major

Answer 21

Tony Blair’s seeming unwillingness to engage in a head to head debate with John Major saw him labelled a “chicken” by the prime minister. To press the message, Tory Central Office employed a man in a chicken suit to follow Mr Blair.

The Tory chicken unleashed a menagerie of publicity stunts the like of which the British electorate had never seen before. By the end of this brief interlude, headless chickens, foxes, teddy bears and even a rhinoceros had all made a brief appearance on the political stage. Although exactly what causes they were trying to promote still remains unclear.

Question 22

Tony Blair quotes Election night, May 2 1997

Answer 22

• “A new dawn has broken. Isn’t it wonderful? We always said that if we had the courage to change we could do it and we did it. The British people have put their trust in us. It is a moving and humbling experience.”
• “We have been elected as New Labour and we will govern as New Labour.”

Question 23

Tony Blair Introduction to 1997 manifesto

Answer 23

“I have no time for the politics of envy.”

Question 24

No. of seats won by parties in 1997

Answer 24

Labour won 418 seats
Conservatives won 165 seats
Lib Dems won 46 seats
SNP won 6 seats
UUP won 10 seats

Question 25

Percentage of vote won by parties in 1997

Answer 25

Labour = 43.2%
Conservative = 30.7%
Lib Dems = 16.8%
SNP = 2.0%
UUP = 0.8%

Question 26

Intresting 1997 General Election Demographics

Answer 26

• 71% voter turnout
• The Conservatives gained the highest proportion of votes in the South East at 41%
• 70% of non-white voters voted Labour

Question 27

Big reasons why Conservatives lost

Answer 27

Thatcherism
- her policies divided the party
Europe
- pro-Europeans v. Eurosceptics
Economic decline
- recession at beginning of 80s & 90s. High unemployment, high inflation
Tory ‘sleaze
- sex & corruption scandals

Question 28

John Major personality

Answer 28

• likeable, but bland and uninspiring
  Pleasant contrast with Thatcher
• theoretically well placed to act as a conciliatory and relatively uncontroversial leader
• despite agreement that he was an honest and decent man, he was also perceived as a weak and ineffectual figure
• approval ratings for most of his time in office were low

Question 29

What did Paddy Ashdown say about Major

Answer 29

• Major was “one of the most honest, brave and sincere men to ever be Prime Minister”

Question 30

Peter Osborne in 2017 on John Major

Answer 30

Oborne regretted his earlier negative reporting on Major, acknowledging that the press, including himself, were “grossly unfair to Major”, partly due to snobbery. He later praised Major’s achievements, especially in Northern Ireland and the economy.

Question 31

Mark Stuart, Academic in 2017 on John Major

Answer 31

stated that Major is “the best ex-Prime Minister we have ever had”, praising him for initiating the Northern Ireland peace process, peacefully handing Hong Kong back to China, creating the National Lottery and leaving a sound economy to Labour in 1997.

Question 32

Dennis Kavanagh on John Major

Answer 32

Kavanagh praised Major’s handling of Conservative divisions over Europe, economic growth, public sector reforms, and his influence on shifting British politics to the center ground.

Question 33

Anthony Seldon on John Major

Answer 33

Seldon lauded Major’s efforts in combating discrimination, maintaining Britain’s global influence, and navigating difficult circumstances, concluding that his premiership was important despite challenges.

Question 34

Mixed or critical views on John Major

Answer 34

• Mark Easton, BBC’s Home Editor (2011): Easton argued that “Majorism” had little lasting impact.
• Dick Leonard, Political Historian (2004): Leonard criticized Major’s limited abilities as Prime Minister, suggesting that he fell short despite decent instincts.

Question 35

Media representation of John Major

Answer 35

• Enoch Powell stated “I simply find myself asking – does he really exist?”
• Alastair Campbell dismissed him as a “piece of lettuce that passes for prime minister”
• Steve Bell used the allegation by Alastair Campbell that he had observed Major tucking his shirt into his underpants to caricature him wearing his pants outside his trousers, as a pale grey echo of both Superman and Supermac
• In Spitting Image, Major’s puppet was changed from a circus performer to that of a literally grey man who ate dinner with his wife in silence, occasionally saying “nice peas, dear”, while at the same time nursing an unrequited crush on his colleague Virginia Bottomley – an invention, but an ironic one in view of his affair with Edwina Currie, which was not then a matter of public knowledge.
• Tony Banks said in 1994 that, “He was a fairly competent Chairman of Housing on Lambeth Council. Every time he gets up now I keep thinking, ‘What on earth is Councillor Major doing?’ I can’t believe he’s here and sometimes I think he can’t either.”

Question 36

Use of Spin doctors

Answer 36

A key element of Blair’s campaign was his use of spin doctors - their job was to judge the public mood and present government policies to the public in a favourable light - essentially ‘spinning’ a story.

Spin doctors were controversial. At their best, they were simply a form of public relations, but at their worst, they were a method of lying to the public.

In 2002 Anthony Giddens named spin as the biggest failure of the New Labour Government because its damage to the party’s image was difficult to rebound from.

Question 37

Tony Blair on the Third Way in 1998

Answer 37

The Third Way stands for a modernised social democracy, passionate in its commitment to social justice and the goals of the centre-left. … But it is a third way because it moves decisively beyond an Old Left preoccupied by state control, high taxation and producer interests; and a New Right treating public investment, and often the very notions of “society” and collective endeavour, as evils to be undone.[

Question 38

How was the 1997 GE an example of Not ‘the economy stupid’

Answer 38

The election was also a notable exception to the ‘rule’ that the key determinant of electoral success is the government’s economic performance. In this case, despite the fact that the economy had been growing strongly since about 1993, with unemployment falling steadily, the Conservatives lost 178 seats, the party’s vote having fallen to 30.7 per cent on the basis of a 10.2 per cent swing to Labour.

Question 39

Rapid rebuttal unit

Answer 39

• special unit set up in Labour HQ to rebut any misinformation put out by the Tories
• Soon this unit had a database of everything the Tories had ever said. It was used to compile ‘attack’ dossiers.
• inspired by the success of Bill Clinton’s policy of responding quickly to any accusation made against him in the 1992 US presidential election campaign.

Question 40

Peter Mandelson role in 1997 election

Answer 40

For Labour, the man in charge at the party’s offices at London’s Millbank Tower was Peter Mandelson, a 43-year-old MP. Sardonic and sharp, Mandelson had run Labour’s campaigns since 1985 (the Labour Party’s director of communications), dedicating himself to building a Labour Party that was modern not just in its politics but in its campaigning.
- In government, Mandelson was appointed minister without portfolio until 1998

Question 41

Both Old and New Labour believe:

Answer 41

• in fundamental social justice; that excessive inequality in society is unacceptable
• that the welfare state is a key element in creating and maintaining social justice
• that there should be widespread equality of opportunity
• that there should be equal rights and no artificial discrimination against any sections of society
• In a capitalist society private enterprises need to be regulated to ensure they do not act against the public interest

Question 42

Key economic distinctions and similarities between Old and New Labour

Answer 42

• Old Labour sought to modify and regulate capitalism, creating a mixed economy of both public and private sector. New Labour accepts free-market capitalism and encourages it.
• ## Old Labour sought to promote economic and social equality, whereas New Labour sees inequality as natural and something that can be tolerated as long as there is equality of opportunity and opportunities are enhanced.

Question 43

Key social distinctions and similarities between Old and New Labour

Answer 43

• New Labour stresses individualism, whereas Old Labour stresses collectivism.
• Old Labour saw society in terms of class conflict, whereas New Labour thinks class is insignificant and that individual interests are more important than class interests.
• Old Labour saw the state as a key means by which society can be improved. New Labour sees the role of the state as merely enabling individuals to prosper.

Question 44

Tim Allan

Answer 44

• PR consultant
• advisor to Blair from 92 to 98
• deputy director of communications at Downing Street
• founder of Portland Communications
• The Guardian: “Tim Allan, Mandelson’s spin-doctoring protégé and former deputy to Blair’s official spokesman, Alastair Campbell”
• left Downing Street to head Sky’s internal PR department.

Question 45

Decline of the Third Way

Answer 45

Scholars have linked the decline of social democratic parties to the declining number of industrial workers, greater economic prosperity of voters and a tendency for these parties to shift closer to the centre-right on economic issues, alienating their former base of supporters and voters. This decline has been matched by increased support for more left-wing and populist parties as well as Left and Green social-democratic parties that rejected neoliberal and Third Way policies.
- Third Way economic policies began to be challenged following the Great Recession, and the rise of right-wing populism has put the ideology into question. Many on the left have become more vocal in opposition to the Third Way; Corbyn, AOC, Bernie Sanders

Question 46

What did BBC Social Affairs Editor Niall Dickson say about the Third Way in 1999

Answer 46

“the Third way is no more than a crude attempt to construct a bogus coalition between the haves and the have nots - bogus because it entices that haves by assuring them that the economy will be sound and their interests are not threatened, while promising the have nots a world free from poverty and injustice.”

Question 47

Embourgeoisement

Answer 47

A process by which a working-class person adopts middle-class values via increased wealth and/or a change in occupation. As the name implies, embourgeoisement represents the spread of bourgeoisie values within society. It can be thought of as the opposite of class consciousness.

Question 48

Mondeo man

Answer 48

• Popularised by Blair and the targte voter in 1997
• In his 30s, married, owned his home (semi-detached), lived in the South East and drove a Ford Mondeo.
• He was aspirational. He saw himself socially advancing
• Was interested in political policies that would help and reward that, rather than those that sought to redistribute money

Question 49

C1s

Answer 49

• The aspirational lower middle class.
• Identified as swing voters & oftening living in marginal seats
• Labour targeted them in 1997

Question 50

Exit poll data for 1997

Answer 50

• 41% of ABs voted Conservative
• 50% of C2s and 59% of DEs voted Labour, compared with 27% and 21% respectively for the Tories
• Among ABs, the Conservative’s vote had gone down by 15 percentage points, and Labour’s had gone up by 12
• Even though in 1992 the “A” group mostly voted for the Conservatives, by 1997, a lot of them started voting for Labour instead. But the change wasn’t as big for the “C” and “D” groups; they were already more likely to vote for Labour.
• Shift from Tory to Labour more significant among wealthier

Plenty of evidence of class-based voting

Question 50

Triangulation

Answer 50

The politician presents a position as being above or between the left and right sides (or “wings”) of a democratic political spectrum. It involves adopting for oneself some of the ideas of one’s political opponent. The logic behind it is that it both takes credit for the opponent’s ideas, and insulates the triangulator from attacks on that particular issue
- Used by Clinton and Dick Morris in 1996 reelection

Question 51

Radical centrism

Answer 51

• One radical centrist text defines radical centrism as “idealism without illusions”(JFK)
• endorsing evidence, rather than ideology

Question 52

Political consensus on foreign policy 1940s - 1980s

Answer 52

Abroad, the parties agreed on: the transition of the empire to the British Commonwealth, an association of independent states; British membership of the North Atlantic Treaty Organisation (Nato); nuclear weapons, (regarded as a mark of being a major power); and, on balance, that Britain should join the European Community.

Question 53

Whats the problem with characterising the political “consensus” of mid 20th century

Answer 53

Consensus is not an ideal term because it may be read as suggesting that there were no differences between the parties. In fact, the above ideas and policies were often challenged by the left of the Labour party and by the free market or right wing of the Conservatives. But much of the political elite – the media, civil service and the leaderships of the parties, particularly when they were in government - shared many of these ideas.

Question 54

Tony Blair: St Albion Parish News satire

Answer 54

• Blair’s religious beliefs and style of public speaking saw him characterised as a trendy yet sanctimonious CoE vicar
• Members of his Gov were parish officials, e.g. Brown as the grumpy parish treasurer, Hazel Blears as the bicycling deliverer of the parish newsletter, and Mandelson as the church warden, in charge of running the parish’s Millennium Tent on the village green.
• Blair often received updates from his transatlantic confidant, George Bush, from the “Church of the Latter-Day Morons”. During Clinton pres., the correspondence was described as coming from “The Church of the 7th Day Fornicators”

Question 55

Yo, Blair

Answer 55

“Yo, Blair, what are you doing?” was an informal greeting reportedly made by George W. Bush to Tony Blair during the summit of the G8 in St Petersburg on 17 July 2006
- The line was popularly quoted in the media.

Question 56

Brownism v. Blairism

Answer 56

• the political ideology of Gordon Brown and those that follow him, known as Brownites.
• Brownism shows less enthusiasm for market-driven reforms like tuition fees and foundation hospitals compared to Blairism.
• It emphasizes the role of the state and is less critical of Labour’s connections to trade unions.
• Places greater emphasis on constitutional reform.
• Advocates for a “new constitutional settlement.”
• Prioritizes redistributive politics to reduce poverty and expand the welfare state.

Question 57

Tony Blair 2010 autobiography, A Journey on Thatcher

Answer 57

In what caused much jarring and tutting within the party, I even decided to own up to supporting changes Margaret Thatcher had made. I knew the credibility of the whole New Labour project rested on accepting that much of what she wanted to do in the 1980s was inevitable, a consequence not of ideology but of social and economic change. The way she did it was often very ideological, sometimes unnecessarily so, but that didn’t alter the basic fact: Britain needed the industrial and economic reforms of the Thatcher period.

Question 58

Tony Blair Presidentiaism

Answer 58

Tony Blair deliberately chose to take a presidential approach to leadership. He famously quipped about his predecessor John Major that “I lead my party, he follows his”. He ensured that he personally was associated with the government’s image and decisions, making high-profile speeches on the various issues of the day, in a presidential way.

Question 59

prime ministerial dominance of the cabinet: tony blair over iraq

Answer 59

Potential dissidents were sidelined; others were sent out into the media spotlight to defend government policy (and from then on be publicly associated with it). Some, like John Prescott and Gordon Brown were careful to make few public statements about Iraq, although both remained in the cabinet and voted for the war.

It was clear that Blair would lose some ministers over Iraq, but he kept these to a minimum with only one senior cabinet casualty before the key vote in parliament (Robin Cook).

Question 60

Tony Blair Delivery Unit 2001 to 2005

Answer 60

• ## acted as a nexus of power between No.10 and Whitehall

Question 61

Blatcherism

Answer 61

• portmanteau
• refer to the thesis that a policy model of the Thatcher government, distinct from one-nation conservatism, was resurrected when Blair came to power.

Question 62

Criminal Justice Act 2003

Answer 62

Introduced to modernise many areas of the criminal justice system

Question 63

New Labour Emphasis on wealth creation rather than redistribution

Answer 63

The New Labour governments sought to reduce poverty but did not make the elimination of inequality a priority. For example, they introduced a national minimum wage, a long-standing ambition of the Labour Party, but at a less generous level (f3.60 an hour for adults) than the trade unions wanted. Blair in particular regarded individual aspiration to a better standard of life, achieved through a person’s efforts, as entirely natural.

Question 64

What did tony blair say about the middle class in 1999

Answer 64

“A middle class that will include millions of people who traditionally may see themselves as working class, but whose ambitions are far broader than those of their parents and grandparents”

Question 65

How did tony blair define the key tenents of the third way talking about markets, the welfare state and in 1999

Answer 65

• that human capital, people and their skills now matter more than money or equipment to economic success
• that markets work best, but are fallible and need regulation. They cannot provide health, education or welfare;
• that the foundation of a modern welfare state is work for those who can and security for those who cannot
• that strong civic society rests on responsibilities as well as rights
• that political power should be devolved to the lowest possible level, but pooled at international level to tackle shared problems

Question 66

What did the comittee say when awarding Germany’s prestigious Charlemagne Prize to Tony Blair in 1999

Answer 66

“The British premier has turned away from the self-imposed isolation of his country and sought a more active and constructive role in Europe,” the committee said. “Tony Blair has brought Great Britain closer once again to Europe and through his own personal efforts made a decisive contribution to the peace process in Northern Ireland.

“For the first time in many years a London government is determining the community’s direction in a decisive way.”

One of Europe’s most esteemed awards, it is given for services to European integration and unity. Previous winners include Lord Jenkins and Sir Edward Heath.

Question 67

Tony Blair on patriotism in 1995 Labour conference

Answer 67

‘Let us say with pride, we are patriots, this is the patriotic party. Because it is the people’s party. As the Tories wave their Union Jacks next week I know what so many people will be thinking: ‘It’s no good waving the fabric of our flag when you have spent 16 years tearing apart the fabric of our nation’.’