The Labour Party Under Tony Blair 1994-2007 Flashcards
Why succeeded smith after his death
-dangers of a divisive leadership contest was avoided by a deal between Blair and Brown
-deal involved Blair serving as leader for two terms and then Brown take over whether that be if win election or just leader of opposition
Who was Blair
-spent to Scottish private Schiller
-typical of ‘middle England’ he wanted to win over than lab loyalists
-had few hang ups about political ideology arguing what matters is what works
-fewer ties to lab history as joined after uni
Who was Brown
-elected MP of Dunfermline 1983
-a protege of smith
-key role modernising lab + planning for 1987 election
-chancellor when lab in power
-relations with Blair often tense but they made a powerful + effective team
-brown succeeded Blair as PM 2007
How did Blair further remodel the lab brand
-promoted ‘new labour’ intended to end the perception from 1980s that Lab was unelectable
-worked hard ensure Lab no longer perceived as party of ‘tax + spend’ econ policies
What did Brown want to convince society
-brown wanted convince society lab was party of prudence + econ competence
-promised lab in gov would follow cons spending plans making it difficult for cons to attack lab econ policies
What was Blair like in front of the public
-a skilful communicator
-effective in presenting air of moderation + winning over ‘middle England’
-attractive to women + younger voters
Why was New Labour popular with women
-lab had all-women shortlists leading to record number of female candidates
-made lab appear fresh + vibrant compared to cons which mired down in sleaze + scandal appearing tired + out of touch
How did lab campaign under Blair help them win 1997 election
-lab chose modern pop song ‘things can only get better’ for campaign theme 1997
-ran by discipline ‘spin machine’ which was very effective dealing with media + press — refuting cons attacks + selling lab policies
How did the press respond to new lab
-contrasting images reflected in press - past coms enjoyed support + praise from press with negative press coverage of Kinnock 1992 with sun headline on election day
-but Blair press sec + director of communications Campbell used his experience as former journalist to change lab relations with press + media — journalists + NP owners won over due to unenthusiastic for major + lab media success
How did Mandelson impact lab 1997 campaign
-lab spokespeople always ‘on messgage’ with up to date info
-Mandelson ran efficient machinery coordinating statements + keeping elements of party ‘on message’
