Case Studies for general elections Flashcards
1979- Overview
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
1979- Results
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
1979- Social class analysis
AB 59% Conservative 24% Labour
C1 41% Conservative 41% Labour
C2 34% Conservative 49% Labour
1979- Age analysis
18-24 42% Conservative 41% Labour
55+ 47% Conservative 38% Labour
Age wasn’t much of a factor in this election
1979- Gender analysis
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
1979- Leadership analysis
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
1979- Media Analysis
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
1979- Geographical analysis
Tory got above average swings in the south and below average in the north
Tories more in rural areas, Labour more in industrial areas
1979- Pragmatic voting
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
1979- Rational voting
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
1979- Class dealignment
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
1979- Valence
3-day week during Winter of Discontent, ppl wanting country to be prosperous, ppl voting along economy lines as Labour hadn’t been successful
1979- Conclusion of election
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
1997- Overview
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
1997- Results
Labour 418 seats, gained 145, 43% of vote
Conservatives 165 seats, lost 178, 31% of vote
1997- Social class analysis
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
1997- Age ananlysis
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
1997- Gender analysis
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
1997- Leadership analysis
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
1997- Media analysis
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
1997- Geographical analysis
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
1997- Pragmatic voting
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
1997-Rational voting
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
1997- Valence
Black Wednesday
Rising unemployment and inflation at start of premiership
Split in Conservative party over Europe
‘Back to basics’ failed- sleaze of Major
1997- Tactical voting
Widespread of tactical voting with Labour supporters voting Lib Dems (and vice versa) according to how the ant-Tory cote could be maximised
