Election statistics Flashcards
What were the techniques used in the Conservative 1979 manifesto?
- Included ‘broad strokes’ which focused generally on the economy and reducing the power of trade unions.
- Many points linked to ideas of a meritocracy and family life.
What were techniques used by Thatcher’s campaign in 1979?
- Saw a turn towards populism/ the appeal of the working class.
- Thatcher’s campaign revolved around cultivating a pristine image and highlighting the failures of Labour under Callaghan.
- The campaign was managed by her publicity director who employed the advertising agency Saatchi & Saatchi. They polished Thatcher’s public image by employing a voice coach to soften her speech. She was to appear friendly, the image of ‘the housewife’s friend’ which increased her chances with the electoral demographic of working and middle-class housewives.
- ‘Photo ops’ for the media were arranged, and Thatcher was seen tea-tasting and holding a calf.
- Saatchi & Saatchi’s ‘Labour isn’t working’ advertising campaign launched in 1978 to highlight the weaknesses of the Labour gov and its negative impact on the economy.
What was the media’s influence in 1979?
- The media made much of Callaghan’s apparent obliviousness to the Winter of Discontent, with The Sun newspaper publishing the famous headline ‘Crisis? What crisis?’.
- The campaign was managed by her publicity director and former TV producer Reece, who employed the advertising agency Saatchi & Saatchi.
- ‘Photo ops’ for the media were arranged, and Thatcher was seen tea-tasting and holding a calf.
- Saatchi & Saatchi’s ‘Labour isn’t working’ advertising campaign launched in 1978 to highlight the weaknesses of the Labour gov and its negative impact on the economy.
What was the wider political context of the 1979 general election?
- Labour won the 2nd election of 1974 with a majority of 3 seats.
- They formed a pact with the Liberal Party in 1977, known as the Lib-Lab pact. When this fell through in 1978, Labour turned to the support of the SNP.
- In March 1979, a ref was held on the 1978 Scotland Act to gauge whether there was sufficient public support for devolution. The results were inconclusive, leading the gov to repeal the Act.
- This fared badly with SNP, leading to a Vote of No Confidence.
- Both the Liberal Party and the SNP voted against him, and Callaghan lost the motion by one vote.
- He was forced to call an election, setting the date in May 1979. According to a Gallup poll, the Cons reached a 20% lead over Labour by the end of the Winter of Discontent in Feb 1979.
What was the Winter of Discontent?
In the winter of 1978–79, a wave of strikes erupted across Britain as workers rejected the Labour government’s attempt to impose wage limits in the face of rising inflation.
What was the turnout of the 1979 election?
76%
What was the % swing from Labour to Conservatives in 1979?
5%
What % of the vote did the liberal democrats get in 1979?
14%
What seat majority did Labour gain in 1997?
179, gained 145
What % of men and women voted Labour in 1997?
Women- 44%
Men- 45%
What points relate to age from the 1997 election?
- Labour gained more votes than the Conservatives in every age group.
- Those aged 55+ were most likely to vote Conservative.
Where did Labour gain the highest proportion of votes regionally in 1997?
The North (62%)
Where did the Conservatives gain the highest proportion of votes regionally in 1997?
Southeast (41%)
What % of non-white voters voted Labour in 1997?
70%
What was the wider political context of the 1997 election?
- The Conservatives had been in power for 18 years. People had become increasingly disillusioned with the party & began to distrust them, whilst Lab’s modernisation & reforms gained popularity.
- During 80s, the policies of Thatcher had divided the party.
- Also increasingly split into pro-Europeans & eurosceptics severely weakening the party.
- Britain experienced a recession at the beginning of both the 80s & 90s.
- Thatcher’s policies increased unemployment whilst tackling inflation.
- Economic hardship made the Cons unpopular.
What points were made on the 1997 Conservative manifesto, and why were they ineffective?
- Con campaign: ‘You can only be sure with the Conservatives.’ This was ineffectual against a background of Thatcherism, economic decline & scandals.
- Major promised a return to traditional values such as a tax break for married couples when one partner stayed at home. By 1997 these ideas were outdated.
- Promised to keep Europe at arm’s length but did not have much credibility due to division over Europe.
- Attacked Labour’s plans for devolution, warning that it would break up the union. This alienated potential voters in Scotland & Wales who supported devolution.
What were the elements of the 1997 labour campaign?
- ‘New Labour, New Life for Britain’ which promoted Labour’s new centrist approach.
- The campaign focused on middle & lower-middle classes, which had become a large majority, as well as maintaining traditional working-class support. Was very effective as the party gained more votes than the Cons in every age, gender, and ethnic group and most regions of the UK.
- Spin doctors which judged the public mood & present gov policies in a favourable light.
- Blair promised that there would be no income tax rises & VAT would be cut and explained how this would be achieved.
- Labour vowed to reduce the size of infant school classes & cut waiting times for the NHS.
- Labour promised to tackle crime rates, especially among young people. This helped to entice middle-class voters.
What was the impact of leaders in 1997?
- Major was a likeable, but bland & uninspiring.
- Blair had a great impression on the British public. He was younger, and captured the public’s attention.
