4.4.2 - Case Study of 1997 Election Flashcards
How long had the Conservatives been in government prior to the 1997 Election?
18 years.
Who was the leader of the Conservative government in the 1997 Election?
John Major.
Why were the Conservatives deemed to be incredibly weak in the run up to the 1997 Election?
The party was split over Europe and had become synonymous with sleaze and incompetence.
How far ahead were Labour in the 1997 Election polls?
20% ahead.
How big of a lead did John Major have at the 1992 Election?
Narrow victory.
How did Blair exploit Major as a leader?
Major’s reputation for weak leadership was brilliantly exploited by Blair who proved an exciting contrast to an increasingly unpopular PM.
What was the main reason that Major was unable to win?
Similarly to Callaghan in 1979, Major could not convince the electorate that his party was fit to govern.
What was a major setback for the Major government in the early stages?
In 1992, the government lost their reputation for economic competence when it abandoned the European Exchange Rate Mechanism on ‘Black Wednesday’.
What was the effect of Black Wednesday?
A dramatic rise in interest rates hitting mortgage owners hardest.
Even when the economy recovered, the Conservatives never regained the trust of the electorate.
What was the main division in the Conservative party?
The European Union.
Where was the main division of the Conservative party seen most clearly?
Major only just managed to get the Maastricht Bill through the Commons with fervent opposition from Eurosceptic backbenchers.
What was the Maastricht Bill?
A further increase of European unity.
Why did a number of ministers resign from the Major government?
Allegations of sleaze.
How was the Major government’s credibility further damaged?
Slow response to ‘mad cow’ disease.
Claims that ministers had colluded in the illegal sale of arms to Iraq.
Where did the attempt to make Labour more attractive to middle-class voters begin?
Neil Kinnock in the 1987 General Election.
Why was the appointment of Blair as Labour party leader done under duress?
The sudden death of Kinnock’s successor John Smith meant they had to appoint a new leader.
What were the main principles for Blair as Labour leader?
The idea of a ‘stakeholder society’.
How did Blair completely revamp the Labour party?
The amendment to Clause IV was amended so Labour no longer committed themselves to nationalisation.
Blair moved to the centre by promising not to increase income tax.
He challenged the traditional Conservative lead on law and order by promising to be ‘tough on crime, tough on the causes of crime’.
Who aided Blair’s campaign massively?
Alistair Campbell ran a tightly disciplined campaign that showcased Blair as a youthful and energetic leader who’s progressive centrist policies contrasted to Major.
What could one compare Blair’s campaign to?
A presidential campaign.
What did Labour campaign on in 1997?
A pledge card.
What did Labour’s pledge card look like in 1997?
Cut class sizes to <30 for 5, 6 and 7 year olds.
Halve the time between arrest and punishment for persistent young offenders.
Cut NHS waiting lists.
Take 250,000 young people off benefits and into work.
No income tax rise.
VAT on fuel to be cut to 5%.
Interest and inflation rates to be kept as low as possible.
How did Labour’s broadcasts come across in 1997?
Optimistic and inspiring, which reached far beyond their core vote.
How did Labour steal some Liberal Democrat seats in 1997?
A commitment to devolution and House of Lords reform.
