Case Studies for general elections

Question 1

1979- Overview

Answer 1

Held 3rd May, Thatcher was Tory leader and Callaghan was Labour leader
Election called due to Thatcher’s motion of no confidence in Callaghan’s Labour govt. which passed by just 1 vote, triggering general election

Question 2

1979- Results

Answer 2

Conservatives- 339 seats, gained 62 44% of vote
Labour- 269 seats, lost 50 37% of the vote
5.2% swing to the Conservatives which hadn’t happened since 1945

Question 3

1979- Social class analysis

Answer 3

AB 59% Conservative 24% Labour
C1 41% Conservative 41% Labour
C2 34% Conservative 49% Labour

Question 4

1979- Age analysis

Answer 4

18-24 42% Conservative 41% Labour
55+ 47% Conservative 38% Labour
Age wasn’t much of a factor in this election

Question 5

1979- Gender analysis

Answer 5

Saw highest % of women voting Tory in many years possibly down to Thatcher being the first potential British or European head of govt. and she borrowed the relatable housewife approach
Women- 47% Conservative 35% Labour
Men- 43% Conservative 32% Labour

Question 6

1979- Leadership analysis

Answer 6

After Winter of Discontent, Thatcher aimed for monetarism in economic, lower inflation and lower unemployment which appealed to the public
Also took many photos which was good publicity
Callaghan loosing vote of no confidence made Labour look incapable of controlling the economy, despite him being more experienced than Thatcher

Question 7

1979- Media Analysis

Answer 7

Thatcher had media makeover to seem like a likable and strong person who can save the country from economic problems, Tories used advertising company Saatchi and Saatchi who made iconic ‘Labour’s not working’
Lots of winter of discontent images spreading making Callaghan who was quite popular, look bad

Question 8

1979- Geographical analysis

Answer 8

Tory got above average swings in the south and below average in the north
Tories more in rural areas, Labour more in industrial areas

Question 9

1979- Pragmatic voting

Answer 9

Could vote Tory to solve issue of controlling unions, stop strikes and end winter of discontent which had worsened economy
After vote of no confidence ppl wanteda govt. that there’s confidence in

Question 10

1979- Rational voting

Answer 10

Many though Tory govt. would be in ppl’s best interest due to tax cuts as ppl would have more money to spend, Labour had promised tax cuts but hadn’t delivered
If return of public services e.g. bins collected then price of goods would be brought down so economy could be started again

Question 11

1979- Class dealignment

Answer 11

In C2, would’ve normally voted Labour but voted Tory because Thatcher promised an improvement in the economy which would benefit skilled working class so ppl start to spend more, helping businesses

Question 12

1979- Valence

Answer 12

3-day week during Winter of Discontent, ppl wanting country to be prosperous, ppl voting along economy lines as Labour hadn’t been successful

Question 13

1979- Conclusion of election

Answer 13

Dissatisfaction of ‘74 govt. Thatcher not necessarily popular, Tories just had lots of media behind them
Tories managed to get into power due to change of public opinion, an election that Labour was losing, not Tories winning

Question 14

1997- Overview

Answer 14

1st May, Labour leader was Blair and Tory leader Major, Labour secured a landslide victory, Tories had been in power since ‘79 often referred to as a change election

Question 15

1997- Results

Answer 15

Labour 418 seats, gained 145, 43% of vote

Conservatives 165 seats, lost 178, 31% of vote

Question 16

1997- Social class analysis

Answer 16

AB 41% Conservative 31% Labour
DE 21% Conservative 59% Labour
At this time people were becoming more middle class as decline in traditional manufacturing industries so no longer working class to support Labour
So Blair targeted C1 who were swing voters and did this effectively

Question 17

1997- Age ananlysis

Answer 17

18-24 27% Conservative 49% Labour
65+ 36% Conservative 41% Labour
In every age group more voted Labour than Tory, this gap decreased with age but was most prominent in the youths as Blair appealed to the youths

Question 18

1997- Gender analysis

Answer 18

Overall, little difference in final result
Larger increase of the vote was from women which increased by 10 points (men was 8) down to women supporting New Labour policies rather than Tories’
There were 101/120 female MPs that were Labour

Question 19

1997- Leadership analysis

Answer 19

Blair, younger, more energetic than Major, was good with media. New Labour was more united than Tories with strong potential cabinet
Major older and seemly unable to control his party after his forced backing of MPs that had personal affairs e.g. ‘Tory Sleaze’ scandal which was addressed by Blair
Labour had reduced socialist ideas so more support from swing classes

Question 20

1997- Media analysis

Answer 20

Blair’s press secretary changed Labour’s relationship the press and media and gained The Sun’s support which had been previously hostile to Labour
Labour excellent at dealing with the press and diffused bad news stories quickly after they appeared
Labour had campaign song ‘Things can only get better’
Tories had cash-for-questions scandal

Question 21

1997- Geographical analysis

Answer 21

Overall, stuck to traditional geographical voting trends

Biggest Tory loss was in London where they dropped 14 points and lost 13 points in the South-East

Question 22

1997- Pragmatic voting

Answer 22

As Major was struggling with ‘Sleaze’ whereas Blair was proposing more practical solutions such as NHS, education and devolution so people voted looking for something new

Question 23

1997-Rational voting

Answer 23

Blair had been strung as the man best to lead Britain, he was pro-business which middle classes would’ve liked
All female shortlist reflected third wave feminism of the 1990s

Question 24

1997- Valence

Answer 24

Black Wednesday
Rising unemployment and inflation at start of premiership
Split in Conservative party over Europe
‘Back to basics’ failed- sleaze of Major

Question 25

1997- Tactical voting

Answer 25

Widespread of tactical voting with Labour supporters voting Lib Dems (and vice versa) according to how the ant-Tory cote could be maximised