Media and Voting Behaviour Flashcards
Social media facts on Labour and Conservative campaigns
of the 2017 general election.
The Labour campaign was largely positive and focused on motivating its core supporters and getting them out to their booths
WHEREAS
The Conservative strategy focused on negative adverts seeking to highlight the perceived dangers of a Labour victory.
- The Conservative party spent over £1 million on these ‘attack’ adverts on social media.
Newspapers also usually confirm people’s political views, and they read papers that broadly reflect their own outlook.
A stat of social media’s influence in the UK
More young people claim to get their main source of news from social media over television - 28% to 24%
Positives of social media
Can educate and inform people on issues.
Can hold the government accountable.
Negatives of social media
Not always reliable or true.
Makes the electorate even more unpredictable than in the past.
Social Class and its impact on voting behaviour in the 1950s and 60s
All working class (skilled, semi, unskilled) voted for Labour.
About 1/3 voted Conservative out of deference ( a belief in the elite).
Most middle class voted Conservative.
Deviant voting was rare-voting for the other side.
Partisanship in the 1950 and 60s
High levels of partisanship (the relationship between party and voter- so being for one side or the other was high).
This created a stable, long-term relationship of loyal voters.
Post 1960s partisanship
The relationship between class and particular party weakened considerably.
Partisan dealignment had also occurred-no emotional attachment to a party, meaning voters are more volatile.
Reasons for class dealignment
Social class distinctions had been eroded.
The old idea of the working class had changed.
Gender trends in voting behaviour
Post war women were always more likely to vote Conservative, and more likely to vote Conservative than men.
HOWEVER,
Since 1997, Labour has had a lead amongst women
-e.g 65% of 18-24 year old women voted Labour in 2019.
Age trends in voting behaviour
Under 35s have supported Labour in the last 3 general elections, even though it dropped in 2005.
Conservative support is ageing
-e.g for every 10 years older, you are 9 times more likely to vote Conservative.
Ethnicity trends in voting behaviour
Minorities make up under 8% of the population.
Labour has remained the most supported party among ethnic minority voters in both 2015 and 2017.
-e.g over 80% supportive of Labour in the 1980s and 1990s.
-e.g 77% of minority voters voted Labour in 2017.
Ethnic minority voters made up 1 in 5 of Labour voters, but only 1 in 20 of Conservative voters.
Regional/Geographical trends in voting behaviour
North of England and large urban areas tend to have a preference for voting Labour.
South of England and rural areas tend to vote Conservative.
This all essentially leads to safe seats.
The 1997 General Election
Ethnicity:
70% of all non-white voters voted Labour - 18% for Conservatives.
Class:
Labour’s win in 1997 election came from Blair’s ability to appeal to middle-class voters as well as to the working class.
Media:
The press largely turned against the Conservative party, most media backed Blair.
The Conservatives also faced financial and sexual scandals, whilst the Labour’s polished campaign focused on Blair.
The 2017 General Election
Class:
Class is no longer a good indicator of voting intention.
-Labour did best among semi and unskilled manual workers, unemployed and those DE in society.
Age:
Younger voters were less likely to vote- turnout was 57% for 18-19 year olds, BUT 84% for 70+
Insider Pressure Groups
Have direct access to ministers and policy makers (as a matter of routine).
Consulted by the government.
Incorporated-part of the policy process.
Groups can become part of policy networks
-this gives them huge influence, BUT means they must act responsibly (to not jeopardise their positions).
Aims of (insider) pressure groups
To provide representation to those in the public who cannot and who don’t have political or economic power.
They wield a lot of influence.
Examples of Insider groups
Law Society
BMA
RSPB
National Trust
Outsider Pressure Groups
No direct access to ministers or policy makers.
They are at a disadvantage but can still bring about large changes.
Mobilising public transport is their key weapon.
Aims of outsider pressure groups
To gain attention to overlooked issues in society outside of Parliament.
Examples of Outsider groups
Fathers4Justice
Extinction Rebellion
CND
Countryside Alliance
Strengths of pressure groups
Independent and not political-so can speak freely.
Brings focus to overlooked issues.
A wide range of groups for different issues-representative.
Disperses power and raises awareness.
Enhances participation in society.
Can’t be held accountable.
Encourage the government to be responsible, democratic and answerable.
Weaknesses of pressure groups
Not always reliable.
Known for taking drastic measures (especially outsider).
Each group tends to have a narrow focus.
Change can’t be made without political influence (outsider groups lack this).
Becoming involved with policy makers loses them credibility with the public (insider groups).
Examples of change
Celebrities can play a huge role in the publication of a campaign (e.g Jamie Oliver and his good food school meals).
Pressure groups keep government on its toes by limiting government power (e.g Extinction Rebellion and Fathers5Justice).
What is PRISE?
Participation
Representation
Influence policy
Scrutinise government
Educate the public
Sectional groups/ Interest groups
Promote the interests of an occupation or another group in society.
Membership is usually restricted- need specific requirements.
-e.g. The Law Society is open to solicitors in England and Wales.
Examples of sectional groups
Fathers4Justice
BLM (Black Lives Matter)
NFU (farmers)
NEU (teachers)
Promotional groups/cause groups
Achieving a particular goal or drawing attention to an issue/group.
Membership is usually open to anyone who sympathises with their aims.
Members don’t usually belong to this social group
-e.g Most Shelter members aren’t homeless themselves.
Examples of promotional groups
Extinction Rebellion
ASH (Anti-smoking)
RSPB/RSPCA
Countryside Alliance
