Case study on the 2019 election (VB&M 4.1d) Flashcards
What did Johnson inherit in 2019, and what was his reasoning behind calling an election?
Boris Johnson inherited a minority government in 2019 and a Conservative Party which was completely divided on the issue of how to fulfil Brexit.
- Johnson wanted to win a large majority to ‘get Brexit done’, as well as obtaining a personal mandate, and so called an election in late 2019.
What was the key issue in the 2019 general election, and what was the Conservative and Labour message towards it?
Brexit
Conservative message was clear - “Get Brexit Done!”, pledging to leave the EU by January 2020 - this message was simple
Labour’s policy on the EU was more complicated, renegotiating the deal with the EU and offering a second referendum on the deal.
What did the Conservative manifesto avoid doing?
Keen to avoid the disaster of May’s 2017 manifesto which unveiled an unpopular policy on social care dubbed a “death tax” by Labour.
> The manifesto was incredibly cautious, even containing promises not to do things, like not bringing back fox-hunting. They also pledged no rise in VAT, income tax or national insurance, a new immigration policy and cracking down on benefit fraud.
What did the Conservative manifesto promise?
The Conservatives pledged more police officers and nurses.
The manifesto also pledged to invest £20 billion in the NHS, raise the national living wage, and boost policing and school funding.
Why were many Labour voters put off by the Labour party in 2019?
Many Labour voters were put off by the claims of anti-semitism in the Labour Party, and the fact that the Labour Party had been ‘overtaken by the far left’
What did Labour promise in their 2019 manifesto?
Labour also promised huge mass nationalisation (i.e. energy, water, railways, etc), abolition of tuition fees, increasing the NHS budget, and repealing anti-trade union legislation.
What, overall, was the contrast between the Conservative and Labour manifesto?
The Conservatives’ clear pledge on swift Brexit delivery reassured “leave” and centrist voters, while Labour’s expansive spending alarmed swing voters over tax and debt, and reminded voters of the “tax and spend” of Old Labour.
How did the Conservatives run their election campaign?
Cummings-inspired messaging, dominating online ads emphasising Brexit, running over one hundred social media ads amassing several millions of impressions.
What did both parties use in their election campaigns, and how did this specifically benefit the Conservatives?
Both parties used focus groups and micro-targeting, with the Conservatives successfully flipping multiple ‘Red Wall’ seats in the Midlands and North.
What were Corbyn’s personal ratings in 2019 like?
Corbyn’s personal ratings decreased; he was the least trusted party leader on Brexit and the economy compared to Johnson, Swinson and Farage;
Corbyn was viewed as divisive and lacking clarity, as well as struggling to convey competence on economic issues (low governing competency)
Was presidentialisation evident in the 2019 general election?
Certainly.
Presidentialisation of leadership selection was evident, with Johnson outpolling Corbyn on key leadership traits (trust, competence, relatability)
> Presented as a clear choice between the two leaders, rather than the parties.
What had tarnished the Conservative party in recent years, and how did Johnson solve this?
Brexit deadlock and fatigue; there had been multiple defeats for May’s Brexit deal, and Johnson’s promise of a decisive break contrasted with this indecisiveness.
- The 2018/19 ‘sleaze’ scandals damaged Conservative standing until Johnson’s leadership reset the narrative.
What were the most important valence issues?
Brexit was a significant valence issue - 48% of voters placed “delivering Brexit” as their top priority, far above health and the economy.
> Exit polls showed 58% believed Conservatives were best placed to manage the economy, against 28% for Labour
Why was the ‘remain’ vote split in 2019, and how did the ‘leave’ vote capitalise?
The remain vote was also split between Labour, the LibDems and the Greens, while Farage chose not to contest key seats with the Conservatives with his Brexit Party
How did Johnson’s party leadership and image improve the Conservative’s standings?
Johnson’s ‘take-charge’ persona and generally likeable character worked; capitalised on his media familiarity and populist appeal.
- The slogan simplicity of “get Brexit done” proved instantly memorable and easy to deploy; media stunts also contributed to his support.
How did Corbyn’s party leadership and image impact the Conservative’s standings?
Corbyn was consistently rated lower than Johnson on trustworthiness, even dropping to 30% below, and competence in handling the economy and Brexit; campaign atmosphere described as a “perpetual defence” on Brexit and antisemitism controversies, undermining positive policy messages.
In terms of class, what was the turnout like for 2019?
ABC1 = 45% for Conservatives, 30% for Labour
C2 = 47% for both Conservatives and 32% for Labour
DE = 41% for Conservatives, 39% for Labour
In terms of BAME, what was the turnout like for 2019?
BAME = 20% for Conservatives, 64% for Labour
In terms of gender, what was the turnout like for 2019?
Men = 46% for Conservatives, 31% for Labour
Women = 43% for Conservatives, 34% for Labour
In terms of age, what was the turnout like for 2019?
18-24 = 19% Conservatives, 62% Labour
65+ = 64% Conservatives, 17% Labour
What was the result of the 2019 general election?
Johnson secured a landslide majority of 80 seats on 43.6% vote share
- The campaign was dominated by Brexit and valence issues, with “Get Brexit Done!” proving pivotal in winning Red Wall seats.
- Turnout reached 67.3%
