Explaining Voter Choice Flashcards
Evidence supporting the importance of the election campaign
-partisan dealignment. Voters are more volatile and campaigns target these voters
-parties need to gain support of floating voters who can sway the election
-In 2017, Jeremy Corbyn had optimistic rallies and a popular manifesto increasing Labours support from 30% to 40% . He vastly contrasted May. he gained significant support among younger voters.
-In 2019, Boris Johnson led a successful campaign- powerful PR ‘Get Brexit Done’. ‘Levelling Up’ policy. promised to improve industrial areas. led to Johnson winning red wall seats and a clear victory.
evidence against the importance of a campaign
-most voters have predetermined who they are voting for.
In the 1970s, Edward Heath’s campaign was dismissed as bland and uninspiring (his victory was unexpected)
- In 1997, John Major decided on a long campaign to reduce Blair’s huge lead in the polls. labour won and polls rarely changed.
-despite poor CP campaign in 2017 they still increased their share of the vote from 36.9% in 2015 to 42.4% in 2017
