Voting behaviour and the media

Question 1

Key term:

What does partisan de-alignment mean?

Answer 1

This refers to when people no longer strongly identify with a particular political party. Instead of always voting for one party, they may switch parties or become independent, showing a decrease in party loyalty.

Question 2

Key term:

What does class-dealignment mean?

Answer 2

This is when people no longer vote based on their social or economic class (like working-class people voting for a particular party). Over time, voters might not feel tied to a party just because of their class background.

Question 3

Key term:

What does valence factor mean?

Answer 3

This refers to how well a political party or government is able to manage or run a country. It involves their ability to make decisions, solve problems, and implement policies effectively.

Question 4

Key term:

What does governing competency mean?

Answer 4

This term refers to qualities or characteristics of a political party or leader that are generally positive or widely accepted, such as being trustworthy or competent. Voters often support candidates or parties based on these qualities, even if they don’t agree with every policy.

Question 5

Key word:

What does manifesto mean?

Answer 5

A manifesto is a public declaration of the goals, policies, and intentions of a political party or candidate. It outlines what they plan to do if they are elected to office.

Question 6

Social factors that affect voting behaviour:

How does class-based voting and class/partisan dealignment affect voting? e.g. polarisation of political parties (use two examples)

Answer 6

2019 General Election - The Red Wall Shift:

In the 2019 General Election, constituencies like Hartlepool, Blyth Valley, and Workington, traditionally Labour strongholds, switched to the Conservative Party. These working-class areas, historically aligned with Labour due to its focus on workers’ rights, turned to the Conservatives after Brexit. Many working-class voters felt Labour under Jeremy Corbyn was too weak on Brexit, and Boris Johnson’s “Get Brexit Done” message resonated with them. This shift represents a significant polarization, breaking the long-standing class-based loyalty to Labour.

The Conservative Party’s Shift to Appeal to Working-Class Voters:

In Stoke-on-Trent and Telford, traditionally Labour areas, Conservative gains were notable in 2019 due to their strong pro-Brexit stance. Many working-class voters, who felt sidelined by Labour, saw the Conservatives as more aligned with their concerns on Brexit, immigration, and economic opportunity. The shift in these areas showed a breakdown of traditional class-based voting patterns. This change reflected a polarization, where working-class voters moved towards the right-wing Conservative Party.

Question 7

Social factors that affect voting behaviour:

How does class-based voting and class/partisan dealignment affect voting e.g. reinforcement of social divides (use two examples)

Answer 7

Brexit and the North-South Divide in 2016:

The 2016 Brexit referendum revealed a sharp divide between the North and South of England. Working-class Northern areas like Barnsley and Middlesbrough overwhelmingly voted to leave the EU, while wealthier Southern areas like London and Oxford voted to remain. This divide was driven by economic factors, with the North seeing Brexit as a chance to regain control over economic policies. It reinforced the existing class and regional divides, with the North feeling left behind by the political establishment.

Education and Class Divide in the 2019 General Election:

In the 2019 General Election, voters with higher education in places like Oxford and Cambridge tended to support Labour or the Liberal Democrats, while those with lower education levels in areas like Blackpool and Wigan favored the Conservative Party. The educational divide reflected a broader class divide, with more educated voters leaning left and less educated voters supporting right-wing parties. The Conservatives’ emphasis on Brexit and economic renewal resonated with working-class, less-educated voters. This divide deepened the social gap and reinforced class-based voting patterns.

Question 8

Social factors that affect voting behaviour:

How does class-based voting and class/partisan dealignment not affect voting e.g. party policies over class identity (use two examples)

Answer 8

The 2016 Brexit Referendum – Class and Vote on Brexit:

In the 2016 Brexit referendum, traditionally Labour-leaning, working-class areas like Kent voted overwhelmingly to leave the EU, despite their historical support for Labour. Concerns over immigration, sovereignty, and economic control shifted their priorities, moving away from party loyalty. These constituencies, historically loyal to Labour, chose to vote Leave because they felt it better represented their interests. The issue of Brexit became more significant than traditional party allegiance, showing how specific policy issues can shape voting behavior. This demonstrated that Brexit took precedence over the longstanding class-based voting patterns.

The 2017 General Election – Labour’s Economic Policies vs. Class Loyalty:

In the 2017 General Election, working-class constituencies like Bassetlaw and Dewsbury voted for Labour, despite these areas being strongholds for the Conservative Party in the past. Labour’s promises on free education, public services, and economic reforms targeted at the working class resonated more than class-based loyalty to the Conservatives. This shift indicated that voters were more focused on policy solutions than traditional party affiliation. The policies proposed by Jeremy Corbyn’s Labour became the deciding factor for many in these regions. This shows how policy preferences can eclipse historical class-based voting patterns.

Question 9

Social factors that affect voting behaviour:

How does class-based voting and class/partisan dealignment not affect voting? e.g. the rise of identity politics over class (use two examples)

Answer 9

2016 Brexit Referendum:

In areas like Middlesbrough and Doncaster, traditionally Labour-supporting working-class areas, voters chose to Leave the EU due to concerns about sovereignty and immigration. This shift away from traditional class-based loyalty to Labour highlights how identity politics around national identity and cultural concerns influenced the vote more than class-based factors. Voters prioritized Brexit over traditional economic policies, showing a preference for cultural and national issues. This example demonstrates how identity politics can override traditional party loyalties.

2019 UK General Election:

Young voters in urban areas like London supported Labour or the Liberal Democrats due to their commitment to climate change, social justice, and progressive values. These voters, often from middle-class backgrounds, were more motivated by their political identity and values than by traditional class-based loyalties. They supported policies on environmental sustainability and social equality, which aligned with their progressive views. This shows how identity politics—focused on issues like climate change—can drive voting behavior over class-based considerations.

Question 10

Social factors that affect voting behaviour:

How does gender affect voting? e.g. gender and party support (use two examples)

Answer 10

2019 UK General Election:

In the 2019 General Election, women were drawn to Labour due to its policies on social welfare, including NHS funding, free education, and childcare. Labour’s focus on public services and gender equality resonated with female voters, especially in urban and working-class areas. In contrast, men supported the Conservative Party, largely because of its Brexit stance and promises of economic stability. This demonstrates how gendered priorities—women focusing on public welfare and men on national security and economic growth—shape voting preferences.

2017 UK General Election:

During the 2017 General Election, women in areas like London and Manchester favoured Labour due to its policies on NHS funding, education, and housing. Men, particularly in areas like Essex and Yorkshire, supported the Conservative Party, driven by Brexit and concerns about economic security. While women prioritized social policies, men’s preferences were influenced by Brexit and economic stability, illustrating the gender divide in voter concerns

Question 11

Social factors that affect voting behaviour:

How does gender affect voting? e.g. gender and policy priorities (use two examples)

Answer 11

2019 UK General Election:

In cities like Bristol and Manchester, women supported Labour because of its policies on education, gender equality, and NHS funding. These policies aligned with women’s priorities, especially regarding childcare, healthcare, and equal pay. Labour’s focus on reducing gender inequalities appealed to women’s welfare needs, particularly among those in working-class backgrounds. This demonstrates how policy priorities regarding healthcare and equality influence women’s voting behavior.

2019 UK General Election:

Men in areas like Stoke-on-Trent and Blackpool were drawn to the Conservative Party, with its emphasis on Brexit, economic recovery, and immigration control. Men in these constituencies were more concerned with economic policies and job security than social services. Conservatives’ focus on national and economic issues appealed to them over Labour’s focus on welfare. This shows how economic concerns influence men’s voting choices more than social policies.

Question 12

Social factors that affect voting behaviour:

How does gender not affect voting? e.g. partisan loyalty and traditional voting patterns (use two examples)

Answer 12

2019 General Election in Redcar and Dewsbury:

In constituencies like Redcar (traditionally Labour) and Dewsbury (historically Conservative), voting behavior was strongly influenced by long-standing partisan loyalty, rather than gendered issues. In Redcar, both men and women voted for Labour because of its historical connection with industrial areas, while in Dewsbury, men and women remained loyal to the Conservative Party despite the rise of gender-focused issues in the campaign. The gender gap in these constituencies was less significant than the party loyalty, showing that voters stuck with their traditional party preferences regardless of gender-related policies.

2017 General Election in South Wales:

In constituencies like Merthyr Tydfil and Caerphilly, both men and women continued to support Labour due to the party’s longstanding connection to the working-class roots of these areas. Despite gendered campaigning around NHS funding and welfare policies, both genders were motivated by local economic issues and a deep-rooted loyalty to Labour. Here, partisan identification played a stronger role than gender in determining the vote.

Question 13

Social factors that affect voting behaviour:

How does gender not affect voting? e.g. focus on issue-based voting (use two examples)

Answer 13

2019 General Election in Sunderland and Middlesbrough:

In constituencies like Sunderland and Middlesbrough, Brexit dominated the election, with both men and women prioritizing the issue over gender-specific policies. Men and women in these areas voted for the Conservative Party because of its firm stance on delivering Brexit, despite the party’s policies on gender equality not resonating as strongly. The primary focus on Brexit and economic concerns like job security led to a shift in voting patterns that transcended gender lines.

2017 General Election in Essex and Kent:

In Essex and Kent, constituencies such as Thurrock and Canterbury showed that voters, regardless of gender, focused on economic issues and Brexit rather than gender-based policies. Both men and women prioritized economic stability and the Conservatives’ stance on Brexit rather than policies on equal pay or maternity leave. In these cases, the main driver of voting behaviour was a focus on national issues and economic stability, not gender concerns.

Question 14

Politics context affecting voting behaviour:

How does governing competence affect voting behaviour? e.g. economic competency (use two examples)

Answer 14

2019 UK General Election – Brexit and Economic Competence:

In the 2019 General Election, the Conservative Party was seen as more competent in managing Brexit and its economic consequences. Areas like Blyth Valley and Hartlepool, which had traditionally voted Labour, switched to the Conservatives because they believed Boris Johnson could deliver Brexit and restore economic stability. Johnson’s message, “Get Brexit Done,” reassured voters, particularly those in deindustrialized areas, that the Conservatives would bring certainty to trade and investment. Many felt that Jeremy Corbyn’s Labour Party lacked a clear economic strategy and was too divided on Brexit, which led voters to prioritize economic competence, favoring the Conservatives instead.

2015 UK General Election – Austerity and Economic Competence:

In the 2015 General Election, David Cameron’s Conservative Party was credited with leading the country through economic recovery following the 2008 financial crisis. Voters, particularly in middle-class areas like Surrey and Hampshire, trusted the Conservatives to continue managing the economy due to their track record of reducing the deficit and overseeing growth. The Conservative Party’s policies of austerity, despite their divisiveness, were seen as a necessary measure to restore fiscal stability and confidence. Voters worried that a Labour government, under Ed Miliband, would reverse austerity and jeopardize the progress made, leading them to support the Conservatives for economic stability.

Question 15

Politics context affecting voting behaviour:

How does governing competence affect voting behaviour? e.g. managing crises (use two examples)

Answer 15

2020 UK General Election – The COVID-19 Pandemic Response:

The UK’s response to the COVID-19 pandemic played a significant role in shaping voter behavior in the 2020 and 2021 elections. Initially, the Conservative government faced heavy criticism for delays in the lockdown and difficulties securing sufficient PPE for healthcare workers. However, the furlough scheme and rapid vaccine rollout in 2021 helped restore confidence in the government’s handling of the crisis. Particularly in areas hard-hit by economic downturns, such as the Red Wall constituencies, voters viewed these measures as a sign of effective crisis management, contributing to the Conservatives’ continued electoral success. The focus on economic relief and the vaccine program resonated with voters who prioritized recovery over early missteps.

2017 UK General Election – The Grenfell Tower Fire Crisis:

The Grenfell Tower fire in 2017 exposed significant flaws in the Conservative government’s handling of public safety and social housing, impacting their electoral prospects. Prime Minister Theresa May’s response was heavily criticized, especially her decision to avoid meeting survivors and victims’ families right away, which made her appear disconnected. In contrast, Labour, under Jeremy Corbyn, seized on the situation by promising an end to austerity and greater investment in public services like housing. This shift in voter sentiment, particularly in working-class areas that had been traditionally Labour or Conservative, boosted Labour’s popularity, demonstrating how perceptions of a government’s competence in managing crises can significantly alter voting behavior.

Question 16

Politics context affecting voting behaviour:

How does governing competence not affect voting behaviour? e.g. loyalty to political party over competency

Answer 16

2017 UK General Election – Labour’s Loyalty Despite
Economic Concerns:

In the 2017 UK General Election, many working-class voters remained loyal to the Labour Party despite concerns over the economic competence of the leadership. Labour, under Jeremy Corbyn, was seen by some as lacking a clear and effective plan to manage the economy, with critics highlighting its economic policies as unrealistic. However, these voters prioritized long-standing party loyalty over economic management, leading to continued support for Labour in areas traditionally dominated by the party, such as parts of Northern England. This shows that voters’ attachment to their party can sometimes outweigh concerns about competence, as the emotional and historical connection to a party can be a stronger motivator.

2015 UK General Election – Conservative Support Despite Austerity:

In the 2015 UK General Election, despite criticism of the Conservative Party’s austerity policies, many voters continued to support the party. The Conservative Party, led by David Cameron, was seen as having overseen the economic recovery after the 2008 financial crisis, but its austerity measures were divisive and cut public spending significantly. Despite concerns about the negative impact of these policies, Conservative supporters, particularly in wealthier constituencies, voted for the party due to a strong ideological commitment to fiscal conservatism and the belief that austerity was necessary for long-term recovery. This demonstrates that party loyalty can sometimes override concerns about governing competence, as voters prioritize ideological alignment over specific policy outcomes.

Question 17

Politics context affecting voting behaviour:

How does governing competence not affect voting behaviour? e.g. Influence of External Factors Over Competence (use two examples)

Answer 17

2016 Brexit Referendum – Vote Driven by Identity Rather Than Competence:

In the 2016 Brexit referendum, many voters made their decision based on identity politics and broader national issues, such as sovereignty and immigration, rather than the perceived competence of either side. Despite concerns about the economic impact of leaving the EU and the competence of the campaign leaders, the vote was driven more by identity and values—especially in working-class areas in the North of England. Leave voters prioritized regaining control over borders and laws, seeing it as a matter of national identity rather than trusting the economic competence of the leaders. This shows that voting behaviour can sometimes be shaped more by identity and values than by perceptions of how effectively a government manages the country.

2019 UK General Election – Party Identity Over Governance Concerns:

In the 2019 UK General Election, despite criticisms of the Conservative Party’s handling of Brexit, voters in traditional Labour strongholds still supported Boris Johnson’s Conservatives. Many former Labour voters in the Red Wall constituencies switched allegiance, prioritizing the Brexit issue and Johnson’s clear stance on “Get Brexit Done” over Labour’s internal divisions and economic policies. The focus on Brexit overshadowed concerns about competence, as voters were more influenced by national identity and ideological alignment than the government’s ability to manage crises effectively. This illustrates that external factors like Brexit can override considerations about the government’s competence in other areas.

Question 18

The influence of the media:

How does broadcast media influence voting behaviour? e.g. Impact of Televised Debates on Voter Perception

Answer 18

2019 UK General Election: Televised Debates:

In the 2019 UK General Election, the televised debates between Boris Johnson and Jeremy Corbyn were key moments in shaping voter perceptions. The debate highlighted Johnson’s confidence and strong stance on Brexit, with his slogan “Get Brexit Done” appealing to those who were frustrated by the uncertainty surrounding the process. Meanwhile, Corbyn struggled to convey a clear message on Brexit, and his indecision was evident to many voters. These debates helped reinforce Johnson’s leadership image and competency, especially among voters in key constituencies, contributing to the Conservative Party’s victory.

2010 UK General Election – First Televised Leaders’ Debate:

The first-ever televised leaders’ debate in 2010 saw Nick Clegg of the Liberal Democrats emerge as a strong contender. Before the debates, the Liberal Democrats were often considered a third party, but Clegg’s strong performance during the debate shifted public perceptions. His delivery was confident, and his emphasis on political reform, as well as his stance on issues like tuition fees and civil liberties, resonated with many voters. This televised exposure greatly boosted Clegg’s visibility and led to increased support for his party, especially among younger and more liberal voters.

Question 19

The influence of the media:

How does broadcast media influence voting behaviour? e.g. News Coverage and Political Messaging (use two examples)

Answer 19

BBC News Coverage during Brexit Campaign (2016):

During the 2016 Brexit referendum, the BBC played a central role in providing balanced and impartial coverage of the Leave and Remain campaigns. News coverage on key issues like trade deals, immigration, and economic sovereignty helped shape voters’ understanding of the arguments. The BBC’s decision to provide in-depth analysis on the economic impacts of leaving the EU gave voters the tools to make an informed choice. For many older voters who consumed news primarily through broadcast media, the BBC’s neutral tone helped them form their opinions on Brexit, illustrating how broadcast media can be influential in political decision-making.

Sky News Coverage during the 2019 General Election:

During the 2019 UK General Election, Sky News’ coverage provided live updates on the party leaders’ movements and policy discussions. By broadcasting interviews, live debates, and policy breakdowns, Sky News shaped how voters viewed the competing parties. In particular, the channel’s coverage of Boris Johnson’s strong stance on Brexit and his leadership style contrasted with Jeremy Corbyn’s less decisive and more fragmented approach. Sky News’ framing of these leaders helped the public interpret which party was more capable of delivering on key national issues, influencing their voting behavior.

Question 20

The influence of the media:

How does broadcast media not influence voting behaviour? e.g. Traditional Media’s Decline in Influence (use two examples)

Answer 20

2015 UK General Election – Younger Voters Shifting to Digital Media:

In the 2015 UK General Election, younger voters increasingly relied on social media like Twitter and Facebook for political news, moving away from traditional broadcast media. Over 60% of voters aged 18-34 preferred online platforms for election updates, which allowed them access to more diverse opinions and direct engagement with political figures. This shift meant many voters bypassed traditional media outlets like the BBC for more immediate and unfiltered information. This growing reliance on digital media showed how broadcast television was losing influence over younger generations. Social media provided a more interactive, real-time experience that traditional broadcast media couldn’t match.

2017 UK General Election – Rise of Online Campaigning:

In the 2017 UK General Election, the Labour Party capitalized on social media platforms, using Facebook and Twitter to directly engage with voters, especially younger demographics. By live-streaming events and posting real-time updates, Jeremy Corbyn’s campaign connected with voters in ways that broadcast media couldn’t. The traditional debates on BBC were no longer the primary focus for many, as Labour used online channels to push out more personalized messages. This trend showed how online platforms became more vital for political engagement than the traditional news media. Broadcast media struggled to capture the immediacy and personal connection offered by social media.

Question 21

The influence of the media:

How does broadcast media not influence voting behaviour? e.g. Limited Depth of Political Content in Broadcast Media (use two examples)

Answer 21

2019 UK General Election – Simplified Coverage of Brexit:

In the 2019 UK General Election, BBC News and other broadcast outlets oversimplified the Brexit debate into a binary choice, focusing on slogans like “Get Brexit Done” and failing to explore the complexities of the issue. This led many voters to seek out more nuanced discussions elsewhere, as broadcast media provided limited insight into the deeper implications of Brexit. Television debates and news segments mostly failed to address key aspects of Brexit, such as economic fallout or the Irish border. This lack of depth meant voters were often dissatisfied with the coverage provided by traditional media. As a result, voters turned to online content for more detailed perspectives.

2015 UK General Election – Mainstream Party Focus:

During the 2015 UK General Election, broadcast media focused heavily on the two main parties, Conservatives and Labour, while smaller parties like UKIP or the Green Party received minimal coverage. This imbalance in attention meant that many voters who were considering smaller parties felt underserved by the mainstream media. Television debates and news broadcasts gave limited air time to these alternative voices, reinforcing the dominance of the larger parties. Consequently, some voters sought out independent media or online platforms to learn more about smaller parties. This trend demonstrated how broadcast media’s narrow focus didn’t fully reflect the diversity of voter opinions.

Question 22

The influence of the media:

How does social media influence voting behaviour? e.g. Targeted Campaigning and Voter Mobilization (use two examples)

Answer 22

2016 Brexit Referendum – Social Media Ads In the 2016:

Brexit referendum, the Leave campaign’s use of social media platforms, particularly Facebook, was a strategic move. The campaign used targeted ads to reach specific demographics, focusing on issues such as immigration and national sovereignty. These ads often highlighted fears about uncontrolled immigration, resonating with voters in areas that had been economically left behind and were disillusioned with the EU’s influence. The Leave campaign’s ability to connect with voters through targeted, localized messages played a major role in swaying public opinion towards leaving the EU.

2019 UK General Election – Labour’s Use of Social Media:

During the 2019 UK General Election, Labour’s social media campaign used platforms like Twitter, Facebook, and Instagram to engage younger voters. The campaign focused on social justice and climate change, promoting policies like free education and Green New Deal proposals. Labour’s use of memes, viral videos, and hashtag campaigns helped rally young people, particularly in urban areas, to support their vision. Despite not winning, Labour’s ability to use social media for mobilization demonstrated the growing importance of digital platforms in reaching younger voters who were less engaged with traditional media sources.

Question 23

The influence of the media:

How does social media influence voting behaviour? e.g. Influence of Online Political Engagement and Real-Time Reactions (use two examples)

Answer 23

2019 UK General Election: Boris Johnson’s Social Media Strategy:

During the 2019 UK General Election, Boris Johnson and the Conservative Party effectively utilized Twitter and Facebook to shape real-time reactions to political events. Johnson’s active presence on social media, including his responses to criticisms and his proactive messaging, helped solidify his image as a decisive leader. For instance, Johnson’s rapid responses to negative press stories allowed him to control the narrative, especially regarding Brexit. Social media gave him a platform to engage directly with voters, bypassing traditional media channels and ensuring that his message reached the electorate in a personal, immediate way.

2017 UK General Election – Momentum and Online Support for Labour:

In the 2017 UK General Election, Momentum, the grassroots movement supporting Jeremy Corbyn, harnessed social media to engage and organize support. Momentum’s use of Facebook groups, Twitter threads, and Instagram posts allowed them to mobilize younger voters who felt disconnected from the political establishment. The online campaign not only promoted Corbyn’s policies but also organized events, volunteer activities, and rallies in real-time. This digital campaigning helped increase voter turnout in key areas and demonstrated how social media engagement could influence election outcomes by galvanizing a previously disengaged demographic.

Question 24

The influence of the media:

How does social media not influence voting behaviour? e.g. Echo Chambers and Confirmation Bias (use two examples)

Answer 24

2019 UK General Election – Confirmation Bias on Social Media:

During the 2019 UK General Election, many voters who supported either Labour or Conservatives primarily engaged with content that aligned with their pre-existing beliefs. Social media platforms like Facebook and Twitter provided tailored content through algorithms, which led users into echo chambers where they mostly saw messages reinforcing their own political preferences. While this fostered stronger support among existing party loyalists, it did not necessarily influence undecided voters or sway political opinions. In many cases, users avoided content from parties they opposed, effectively shielding themselves from alternative viewpoints. As a result, social media’s influence was more about amplifying existing political inclinations than changing minds.

2016 Brexit Referendum – Divide Between “Leave” and “Remain” Supporters:

In the 2016 Brexit referendum, social media was dominated by polarized content from both the Leave and Remain camps. Each side pushed tailored messaging to their supporters, reinforcing their views on topics such as national sovereignty and economic implications. While both sides used social media platforms to campaign vigorously, the platforms mostly served to deepen the divide rather than change anyone’s opinion. Voters were largely exposed to the same arguments that they already believed in, with little crossover between the two sides. This created more of a confirmation bias effect, where social media helped solidify existing positions rather than altering them.

Question 25

The influence of the media:

How does social media not influence voting behaviour? e.g. Misinformation (use two examples)

Answer 25

2016 Brexit Referendum: – Misinformation and Social Media:

During the 2016 Brexit referendum, social media was flooded with misinformation, such as false claims about the economic benefits of leaving the EU and exaggerated promises about national sovereignty. This led many voters to question the credibility of online content, which made them less likely to rely on social media for political information. Instead, some voters turned to traditional media, like TV and newspapers, for a more reliable source of information. As a result, the spread of fake news and misinformation on social media limited its influence on voter behaviour.

2019 UK General Election – Suspicions Over Fake News:

During the 2019 UK General Election, fake news circulated widely on platforms like Facebook and Twitter, with both sides of the political spectrum accusing each other of spreading lies. The Labour Party and the Conservative Party each tried to use social media to sway public opinion, but many voters grew increasingly distrustful of the information they saw online. In some cases, voters turned away from social media platforms to traditional news sources, seeing them as more credible and less prone to manipulation. The prevalence of fake news and the lack of regulation around social media meant that, instead of influencing voters, the platforms made them more skeptical of the information they received.

Question 26

Case study 1979 election:

How did governing competency help parties? e.g. Economic Management and Stability (use two examples)

Answer 26

Public Perception of Economic Mismanagement Under Labour:

By 1979, the UK under the Labour government was struggling with rampant inflation (over 20%) and high unemployment, which led to widespread discontent, especially among the working and middle classes. The Labour government was seen as unable to control these economic issues, leading to a loss of trust in their ability to manage the economy effectively. Margaret Thatcher capitalized on this by presenting herself as a decisive leader who would implement clear economic policies aimed at reducing inflation, cutting public spending, and promoting free-market principles. This message resonated with voters who were desperate for stability, and it helped her secure support, especially from those disillusioned by Labour’s handling of the economy.

The IMF Loan Crisis:

In 1976, the Labour government had to turn to the International Monetary Fund (IMF) for a bailout after years of economic mismanagement, which further tarnished Labour’s image. The bailout signified a failure to manage the UK’s finances and created an impression of the government’s incompetence in handling the nation’s debt. Thatcher seized this opportunity in the 1979 election, positioning the Conservative Party as fiscally responsible, promising to reduce government spending, and avoiding reliance on foreign loans. She contrasted Labour’s economic failures with her own vision of austerity measures and a market-driven recovery, helping her present herself as the leader capable of restoring economic stability.

Question 27

Case study 1979 election:

How did governing competency help parties? e.g. Industrial Relations and the Winter of Discontent (use two examples)

Answer 27

The Winter of Discontent and Strikes:

The Winter of Discontent in 1978-79 saw large-scale public sector strikes, with workers demanding higher wages to combat inflation. The Labour government, led by James Callaghan, was seen as ineffective in handling the strikes, which led to a public perception of incompetence. The strikes disrupted daily life and further damaged Labour’s standing. Thatcher capitalized on the situation by presenting the Conservative Party as the party of order, promising to curb the power of unions and restore economic stability. Her decisive stance on tackling union power played into her image as a competent leader, prepared to confront crises head-on and ensure the country’s recovery.

Conservative Stance on Union Reform:

Thatcher’s firm stance on reducing union power was a key part of her 1979 election campaign. She promised to implement strict laws to limit the power of trade unions, which had become a symbol of chaos and disruption due to the Winter of Discontent. Many voters were frustrated with the constant strikes and unrest under the Labour government, which had failed to negotiate effectively with the unions. By presenting herself as the leader who would restore control and stability, Thatcher’s clear, action-oriented policy helped her stand out as a competent alternative, reinforcing the perception that she would be able to govern effectively and avoid the industrial paralysis that plagued the country under Labour.

Question 28

Case study 1979 election:

How did governing incompetency hinder parties e.g. Economic Management and Austerity Measures (use two examples)

Answer 28

Rising Unemployment and Economic Hardship:

Thatcher’s austerity policies led to significant economic hardship during her early years in power, with unemployment soaring to 5.3% by 1979. The rise in unemployment, particularly in industrial areas, made many voters feel that the Conservative government was out of touch with working-class needs. While her long-term plan aimed at curbing inflation, the immediate pain caused by these policies led to dissatisfaction. Many felt the government lacked the competence to manage the economic recovery and address the suffering caused by rising job losses.

Public Sector Cuts and Decreased Services:

Thatcher’s cuts to public services such as education, healthcare, and housing sparked widespread concern. Public sector workers, in particular, felt the impact of the reduced services, contributing to dissatisfaction with the government’s economic management. The cuts made Thatcher appear indifferent to the needs of the public, deepening the view that her government wasn’t competent in ensuring quality public services. This perception was especially strong among those who relied on these services for their livelihoods.

Question 29

Case study 1979 election:

How did governing incompetency hinder parties e.g. Industrial Relations and the Winter of Discontent (use two examples)

Answer 29

Inability to Resolve Industrial Unrest:

The Winter of Discontent (1978-1979) saw widespread strikes and industrial unrest, which severely disrupted public services. The Labour government struggled to resolve the issue, and Thatcher’s Conservative Party was not yet seen as providing effective solutions. Many voters viewed the Conservative response as insufficient, as there was little tangible action to immediately resolve the disruptions affecting daily life. This left voters questioning Thatcher’s competence in handling such crises.

Unfulfilled Promises on Reducing Strikes:

Although Thatcher campaigned on reducing union power, her government struggled to handle the immediate industrial disputes during the Winter of Discontent. Strikes disrupted services such as trash collection, causing widespread frustration. The inability to quickly resolve these public sector disputes made the Conservative Party appear incapable of handling the country’s industrial challenges. Voters felt that the party lacked practical solutions to the ongoing crisis.

Question 30

Case study 1979 election:

How did campaigns help parties e.g.

Answer 30

Thatcher’s “Crisis, What Crisis?” Campaign:

During the 1979 general election, Margaret Thatcher capitalized on the discontent created by the Labour government’s handling of the economy, particularly the widespread strikes and inflation of the Winter of Discontent. Thatcher’s “Crisis, What Crisis?” slogan resonated with voters who were tired of the economic instability and Labour’s inability to address these issues effectively. She positioned herself as a leader who could bring stability, reduce inflation, and manage the economy more effectively, which appealed especially to working-class voters and those affected by rising costs. By framing the election as a battle between decisiveness and incompetence, Thatcher’s campaign message stood in stark contrast to the perceived failure of the Callaghan government, which helped secure her victory.

Labour’s Focus on Social Policy Rather Than Economic Crisis:

In contrast to Thatcher’s focused campaign on economic issues, Labour’s messaging in 1979 struggled to address the immediate concerns of voters. James Callaghan, who had been Prime Minister during the Winter of Discontent, attempted to shift the focus of Labour’s campaign to broader social policies, such as healthcare and welfare. However, this approach was disconnected from the economic reality many voters were facing. The electorate was largely concerned with the rising costs of living, unemployment, and economic instability, but Labour failed to present a coherent economic plan to address these concerns. As a result, their messaging was seen as out of touch with the pressing issues of the day, which further undermined their chances at the polls.

Question 31

Case study 1979 election:

How did campaigns help parties e.g. Use of Media and Public Perception (use two examples)

Answer 31

Thatcher’s Control of the Media Narrative:

Margaret Thatcher’s campaign was highly media-savvy, allowing her to dominate the public narrative in 1979. Her ability to present herself as a tough leader on TV debates and interviews allowed voters to directly see her assertive stance on issues like inflation and industrial action. The media coverage of her campaign, particularly her appearances on television, painted her as a leader with the strength and competence to handle the nation’s crises. Thatcher made excellent use of the media to reinforce her image as the antidote to Labour’s indecisiveness. This control over media coverage ensured that her message reached the public effectively, helping her secure broader support.

Labour’s Struggles with Negative Media Coverage:

Labour, however, struggled with negative media coverage during the 1979 election, especially around the Winter of Discontent. The media often portrayed Callaghan’s government as incapable of managing the ongoing strikes and economic challenges. The portrayal of Labour’s weakness in dealing with industrial action and economic instability significantly hurt their image, making it difficult to regain voter confidence. Callaghan’s inability to effectively counteract the media’s portrayal of Labour as incompetent contributed to the electorate’s perception that the party was out of touch with the needs of the country. Thatcher’s media dominance, by comparison, made Labour’s campaign seem irrelevant and weak.

Question 32

Case study 1979 election:

How did campaigns hinder parties e.g. campaign strategy and messaging (use two examples)

Answer 32

Labour’s Failure to Communicate a Unified Vision:

In the 1979 election, Labour’s campaign struggled due to its failure to communicate a strong, cohesive vision to voters. James Callaghan’s leadership was perceived as indecisive, and the Labour Party’s message lacked clarity, which left many voters uncertain about what Labour would do to resolve the country’s pressing issues. While the party attempted to focus on issues like public services and economic equality, the ongoing industrial strife and economic instability overshadowed these proposals. This confusion was compounded by divisions within the party, with factions disagreeing on policy, making Labour appear disorganized and unfit to govern. Voters, tired of the uncertainty, were drawn to Thatcher’s more direct and decisive campaign, which contributed to Labour’s loss.

Thatcher’s Negative Campaign Tactics:

While Margaret Thatcher’s campaign was strong overall, some aspects of her approach backfired. For example, her focus on portraying Labour as the cause of the country’s economic crisis and industrial action alienated some voters who felt her attacks were too harsh. While it solidified support among those already disillusioned with Labour, it also pushed away moderate voters who wanted a more positive, unifying vision. This negative campaigning may have backfired, leading some undecided voters to turn away from Thatcher, even though she ultimately won the election. A more inclusive and optimistic message could have broadened her appeal and helped to garner even greater support.

Question 33

Case study 1979 election:

How did campaigns hinder parties e.g. media and public perception (use two examples)

Answer 33

Labour’s Struggles with Media Portrayal:

Labour’s 1979 campaign was significantly hindered by the negative media coverage of the Winter of Discontent. With strikes disrupting public services and widespread dissatisfaction with the government, the media largely portrayed Labour as weak and ineffective in handling the situation. The media’s relentless focus on the government’s failure to resolve the strikes damaged Labour’s credibility and public trust. Despite efforts to focus on their policy proposals, Labour’s image as a party unable to deal with national crises became ingrained, and they struggled to recover from this negative perception. This unfavorable media portrayal significantly contributed to their poor performance in the election.

The Media’s Overemphasis on Thatcher’s Leadership:

Although Thatcher’s media coverage largely helped her, at times, it became an overemphasis on her leadership, which backfired in certain instances. The media often portrayed Thatcher as the “Iron Lady” who was uncompromising, and while this bolstered her image with some voters, it alienated others who viewed her style as too rigid and harsh. This portrayal of Thatcher as an authoritarian leader raised concerns about her ability to unite the country and address diverse issues in a balanced way. While her strong leadership resonated with many, the heavy media focus on her unyielding stance may have hindered her ability to appeal to voters seeking a more moderate, flexible approach to governance.

Question 34

Case study 1997 election:

How did governing competency help parties? e.g. Economic Competence and Recovery (use two examples)

Answer 34

Labour’s Economic Management Under Tony Blair:

Tony Blair’s Labour Party was able to present itself as the party that would continue the successful economic policies from the Conservative era. Blair promised to maintain economic stability, low inflation, and moderate interest rates while introducing progressive reforms, such as a national minimum wage. These policies reassured voters, particularly those from working- and middle-class backgrounds, that Labour would maintain economic growth while addressing social inequality. His economic strategy demonstrated competence in balancing the economy with social policies. As a result, Labour gained the trust of voters who wanted a stable yet more equitable future.

The Conservatives’ Economic Failures:

In contrast, the Conservative Party, led by John Major, faced a lack of confidence due to the economic failures of the early 1990s. The 1992 “Black Wednesday” crisis had seriously damaged the public’s perception of the Conservatives’ economic competence. High inflation, unemployment, and a weak pound were still prominent issues, and many voters felt the Conservatives had mishandled the economy. By 1997, Labour’s focus on economic competence and social justice seemed like a more appealing option to those dissatisfied with the Conservatives’ economic record.

Question 35

Case study 1997 election:

How did governing competency help parties? e.g. Public Services and Welfare (use two examples)

Answer 35

Labour’s Vision for Public Services:

One of Labour’s key selling points in 1997 was its commitment to revitalizing public services, particularly healthcare and education. Tony Blair emphasized increasing NHS funding, reducing waiting times, and improving the quality of public education, which resonated with voters who felt the effects of Conservative cuts to these services. Labour’s promise to restore investment in these areas showed a clear understanding of public needs and priorities, helping to establish the party as the competent choice for managing services that directly impacted people’s lives. The clarity and direction of this policy made a compelling argument for Labour’s competence in managing vital public services.

Conservative Cuts to Public Services:

The Conservative Party’s approach to public services was focused on austerity measures and privatization, which led to public dissatisfaction, particularly with the National Health Service. Reports of underfunding, long NHS waiting times, and the erosion of services left many voters feeling the Conservatives were incompetent at maintaining essential services. With Labour’s pledge to reverse these cuts and invest in public services, the Conservatives were seen as unable to meet the basic needs of the electorate. This loss of credibility in managing public services contributed to Labour’s widespread support in 1997.

Question 36

Case study 1997 election:

How did governing incompetency hinder parties? e.g. Economic Mismanagement and Financial Instability (use two examples)

Answer 36

Conservative Party’s Economic Crisis – Black Wednesday:

The Conservative Party’s mishandling of the economy, particularly during the 1992 “Black Wednesday” crisis, heavily damaged their reputation. The UK’s forced exit from the European Exchange Rate Mechanism (ERM) after failing to maintain the pound’s value made the Conservatives appear incompetent in managing economic stability. The aftermath saw inflation rise and public confidence in the government decline sharply. By 1997, many voters felt the Conservatives had failed to provide economic security. Labour capitalized on this by offering a platform of economic stability and growth, appealing to voters who had lost trust in the Conservatives’ economic stewardship.

Conservative Cuts and Public Service Failures:

The Conservative government’s emphasis on austerity and cuts to public services further hurt their standing. Under John Major, spending cuts to essential services like healthcare and education led to public dissatisfaction. Voters felt that the Conservatives were neglecting critical sectors, leading to poorer quality of life for many. This perception of mismanagement was key in Labour’s 1997 campaign, which focused on reinvesting in public services. The Conservatives’ perceived failure to prioritize public welfare contributed to their loss, as Labour presented itself as a party that could restore public service funding.

Question 37

Case study 1997 election:

How did governing incompetency hinder parties? e.g. Leadership and Internal Division (use two examples)

Answer 37

Maastricht Treaty and the Rise of Euroscepticism:

In the early 1990s, the Conservative Party was deeply divided over the Maastricht Treaty, which aimed to create a closer economic and political union within the European Union. John Major’s support for the treaty, which allowed for deeper European integration, led to intense internal divisions within the party. Eurosceptic MPs, including those from the right-wing of the party, fiercely opposed the treaty, creating an atmosphere of division that undermined Major’s leadership. This disagreement on Europe became a major focus during the 1997 election campaign, as the party’s failure to present a clear, united stance on Europe eroded voter confidence in their ability to govern effectively.

“The Tories Can’t Govern” – The Impact of Party Infighting on Public Perception:

The Conservative Party’s internal divisions over Europe in the 1997 election weakened their image as a competent governing party. John Major’s failure to unite pro-European and Eurosceptic factions led to constant public infighting, damaging their credibility. This disarray became a focal point of the election campaign, with Labour positioning themselves as the stable, unified alternative under Tony Blair. Voters seeking strong, clear leadership were drawn to Labour’s message, contributing to the Conservatives’ loss.

Question 38

Case study 1997 election:

How did campaigns help parties e.g. Strong and Unified Leadership (use two examples)

Answer 38

Tony Blair’s “New Labour” Rebranding:

Tony Blair’s rebranding of the Labour Party as “New Labour” was one of the key strategies that helped Labour in 1997. Blair emphasized modernizing the party’s traditional policies, making them more centrist, and appealing to middle-class voters who were previously skeptical about Labour’s economic management. The “New Labour” approach included a commitment to economic stability, a market-friendly economy, and social justice. Blair’s ability to communicate this shift and present himself as a charismatic, competent leader helped Labour shed its old image and resonate with voters who sought change.

“The People’s Party”:

Blair presented the Labour Party as a party that understood the concerns of everyday people, positioning it as “the people’s party.” He presented Labour as pragmatic, with policies focused on issues like education, health, and social justice while promising economic stability. This approach allowed Blair to gain widespread support, even from traditionally Conservative voters, who appreciated the fresh, forward-looking leadership style that Blair embodied. His ability to blend traditional Labour values with modern concerns made Labour appear as the most competent party to lead the country into a new era.

Question 39

Case study 1997 election:

How did campaigns help parties e.g. Clear and Focused Policy Message (use two examples)

Answer 39

Labour’s Focus on Economic Stability:

One of Labour’s most successful campaign strategies was its focus on maintaining economic stability, which was a key concern for voters in the 1990s. Blair and the Labour Party promised not to reverse the economic gains made under the Conservative government of the early 1990s, but instead to build on them by prioritizing investment in public services, particularly healthcare and education. This message was clear and resonated with a wide range of voters, particularly those who feared that Labour would return to the “old” Labour policies of nationalization and high public spending. By promising to be fiscally responsible while improving social services, Labour was able to appeal to both working-class and middle-class voters.

Tough on Crime, Tough on the Causes of Crime:

Another major component of Labour’s campaign was their stance on crime, encapsulated in their slogan “tough on crime, tough on the causes of crime.” This message focused on both law and order (strengthening policing) and addressing social issues like poverty and lack of opportunity that were seen as contributing to crime. It was effective because it appealed to voters concerned about rising crime rates, especially in urban areas, while also addressing deeper systemic issues. This balanced approach made Labour seem both tough and compassionate, which worked in their favour during the election.

Question 40

Case study 1997 election:

How did campaigns hinder parties e.g. Lack of Unity and Leadership Issues (use two examples)

Answer 40

Internal Conflict Over Europe:

The Conservative Party in the 1990s was deeply divided over the issue of Europe, particularly over the UK’s relationship with the European Union. There was a significant divide between the pro-European faction, led by John Major, and Eurosceptics who wanted a more distant relationship with Europe. This internal strife was a major distraction during the 1997 campaign. The constant infighting and inability to present a unified front over Europe made the Conservative Party appear divided, weak, and out of touch with voters, especially as the European issue was a highly contentious topic at the time.

Leadership Struggles Under John Major:

John Major, the Conservative leader, struggled to manage these divisions within his party, and this undermined his leadership throughout the election campaign. His attempts to strike a balance between Eurosceptics and pro-Europeans failed, and the rift within the party was visible to the public. This made the Conservative Party look like it was incapable of decisive leadership, especially as Major’s authority was challenged by many MPs in his party. In contrast, Labour’s Tony Blair appeared united and strong, which contributed to his appeal as a leader capable of offering stability and clear direction.

Question 41

Case study 1997 election:

How did campaigns hinder parties e.g. Missteps in Campaign Messaging (use two examples)

Answer 41

“Back to Basics” Campaign Gaffe:

One of the most damaging aspects of the Conservative campaign was the “Back to Basics” slogan, which was intended to appeal to traditional values and restore a sense of moral authority to the party. However, the campaign slogan became synonymous with a series of scandals involving Conservative MPs, many of whom were caught up in sex scandals. The public perception of hypocrisy undermined the credibility of the Conservative message. The “Back to Basics” slogan, which was meant to convey moral integrity, became a punchline for critics and was seen as a symbol of the Conservative Party’s failure to live up to its own values.

Negative Tone and Unsuccessful Attack Ads:

The Conservative campaign relied heavily on attacking Labour and particularly Tony Blair, attempting to paint him as inexperienced and untrustworthy. However, these attacks backfired as voters began to see them as negative, and they failed to resonate with the electorate. Instead of focusing on promoting their own achievements and vision for the future, the Conservative Party focused too much on discrediting Labour, which ultimately left voters feeling that the Conservatives lacked a positive and forward-thinking message. This strategy also made them appear more defensive than proactive, contributing to their poor performance in the election.

Question 42

Case study 2019 election:

How did governing competency help parties? e.g. Economic Management and Stability (use two examples)

Answer 42

Conservative Party’s Economic Management:

In the 2019 election, the Conservative Party under Boris Johnson positioned themselves as the party of economic recovery after years of uncertainty surrounding Brexit. Johnson’s message was clear: getting Brexit done would bring stability, allowing the UK to negotiate new trade deals and stimulate economic growth. Despite the ongoing challenges caused by Brexit, Johnson promised that the Conservatives would deliver the necessary economic reforms to boost business confidence and jobs. His promises resonated with voters, particularly those in Leave-voting constituencies, who saw Brexit as a key to the future of the economy.

Labour’s Economic Plan and Nationalization:

Labour under Jeremy Corbyn promised an ambitious economic agenda, focusing on public sector investment, nationalization of key industries like railways and utilities, and increasing public spending to reduce inequality. While these plans were aimed at addressing systemic inequalities, the party’s proposals raised concerns over the potential cost and economic sustainability. Critics argued that Labour’s approach would result in high taxes, excessive government borrowing, and potential economic instability. The lack of a clear and costed economic plan hindered Labour’s credibility on economic issues and did not reassure voters, particularly in economically sensitive regions.

Question 43

Case study 2019 election:

How did governing competency help parties? e.g. Management of National Crises (use two examples)

Answer 43

Conservative Leadership on Brexit:

Boris Johnson’s leadership in the Brexit process was central to the Conservative Party’s campaign. His promise to “Get Brexit Done” helped reassure voters frustrated by the prolonged uncertainty surrounding the UK’s withdrawal from the EU. The perception that Johnson could decisively manage the Brexit crisis and deliver on the referendum result helped the Conservatives appear more competent and ready to govern. Johnson’s leadership on this issue earned significant trust, especially from working-class and Leave-supporting constituencies, further strengthening his appeal as the right leader for a post-Brexit Britain.

Labour’s Unclear Brexit Stance:

In contrast, Labour’s response to Brexit lacked clarity and decisiveness. The party’s proposal for a second referendum, coupled with its inability to clearly state whether it would support Remain or Leave, left many voters confused. This lack of leadership on such a crucial national issue damaged Labour’s ability to present itself as a competent alternative. Voters, particularly those in constituencies affected by Brexit, were uncertain about Labour’s ability to handle the ongoing crisis, leading many to see the Conservatives as a safer choice for stability.

Question 44

Case study 2019 election:

How did governing incompetency hinder parties? e.g. Economic Mismanagement and Uncertainty (use two examples)

Answer 44

Conservative Party’s Handling of Brexit:

While the Conservative Party promised stability post-Brexit, the prolonged uncertainty caused by the political turmoil surrounding the UK’s departure from the EU was perceived as an economic failure. The negotiations over a Brexit deal were marred by delays, confusion, and a lack of consensus, leading to significant economic uncertainty. Businesses, investors, and workers faced a lack of clarity on the future, and the perceived failure of the Conservative government to bring about a clear solution left many voters questioning their economic competence. This instability was evident in the media and campaign coverage, which painted the Conservatives as ineffective in navigating the most significant national issue of the time.

Labour’s Economic Plan and Costs:

Labour’s economic policies, while designed to address social inequality, were viewed by some as economically irresponsible. Their proposals for large-scale public sector investments, including free broadband and nationalization, raised concerns about the costs and economic consequences. Critics of Labour feared that these measures would lead to high government borrowing, increased taxes, and an unstable economy. The economic uncertainty surrounding these policies, combined with the broader uncertainty of Brexit, left Labour struggling to present themselves as a competent governing party capable of managing the UK’s economy.

Question 45

Case study 2019 election:

How did governing incompetency hinder parties? e.g. Leadership and Internal Conflict (use two examples)

Answer 45

Conservative Party’s Leadership Struggles During Brexit:

Despite Boris Johnson’s leadership during the 2019 campaign, the Conservative Party’s long-standing divisions over Brexit were a major source of weakness. The leadership struggles and internal battles within the party over Europe had caused public confusion and undermined the government’s ability to govern effectively for several years. The period of infighting within the Conservative Party over Brexit, especially during Theresa May’s leadership, had left many voters questioning the party’s competence. The lasting impact of these divisions lingered during the election campaign, making it harder for the Conservatives to present themselves as a united force.

Labour’s Leadership Divisions:

Labour’s internal divisions also hindered their performance in the 2019 election. While Jeremy Corbyn was a popular leader for certain factions of the party, his leadership was often seen as divisive, especially when it came to issues like Brexit. Labour was deeply split over how to handle Brexit, with many MPs and members disagreeing on whether the party should support a second referendum or work toward leaving the EU with a different deal. These divisions within Labour, coupled with Corbyn’s polarizing leadership, undermined the party’s ability to present itself as a unified and competent alternative to the Conservatives.

Question 46

Case study 2019 election:

How did campaigns help parties e.g. Effective Campaign Strategies (use two examples)

Answer 46

Conservative Party’s “Get Brexit Done” Campaign:

Boris Johnson’s “Get Brexit Done” slogan was a key element of the Conservative campaign, capitalizing on widespread frustration with the stalled Brexit process. Johnson’s message was simple, direct, and resonated with voters who were tired of the political deadlock and wanted closure on Brexit. The Conservatives’ clear focus on delivering Brexit and promising stability after years of uncertainty helped them rally support from key demographics, especially in Leave-voting constituencies. This message effectively framed the election as a choice between decisive leadership under Johnson or more delays under Labour, which ultimately worked in the Conservatives’ favor.

Labour’s “For the Many, Not the Few” Campaign:

Labour’s campaign, centered around Jeremy Corbyn’s slogan “For the Many, Not the Few,” aimed to promote a vision of a fairer, more equal society through radical public sector investment and the nationalization of key industries. This message resonated with younger voters and those disillusioned with austerity. However, while the message was clear in its social justice focus, it failed to directly address the core concerns of many voters, particularly regarding Brexit and economic stability. Despite Labour’s ambitious policies, the messaging was not sufficient to overcome the doubts about their competence to handle economic issues, leaving some voters unconvinced.

Question 47

Case study 2019 election:

How did campaigns help parties e.g. Campaign Tactics and Media Strategy (use two examples)

Answer 47

Conservative Party’s Use of Social Media and Traditional Media:

The Conservative Party’s effective use of social media was a significant factor in their successful campaign. They utilized targeted Facebook ads and other online platforms to reach specific voter groups with tailored messages, particularly in key battleground constituencies. The media strategy was also augmented by widespread coverage of Boris Johnson’s persona, which helped him appear as a decisive and relatable leader. The Conservative Party’s strategic communication, along with a strong presence in both traditional and social media, allowed them to dominate the narrative and present their message effectively to voters across different media platforms.

Labour’s Struggles with Negative Media Coverage:

In contrast, Labour faced substantial negative media coverage during the 2019 campaign. The party was frequently criticized in the mainstream press, which created a perception that Corbyn’s leadership was weak and unelectable. Labour’s campaign also struggled with countering criticism over their handling of anti-Semitism allegations within the party. The media’s portrayal of Corbyn, combined with his lack of a coherent media strategy, limited the effectiveness of Labour’s campaign and hindered their ability to convince the electorate that they were the right party to lead the country.

Question 48

Case study 2019 election:

How did campaigns hinder parties e.g. Weak Campaign Messaging (use two examples)

Answer 48

Labour’s Mixed Stance on Brexit:

One of the major weaknesses of Labour’s campaign was its ambiguous position on Brexit. While Corbyn’s leadership wanted to maintain neutrality on the issue by promising a second referendum, the party was deeply divided on the issue. This lack of a strong, clear stance alienated both Leave and Remain voters, leaving them unsure about what a Labour government would actually do on Brexit. Many voters saw the party as indecisive, which contributed to the perception that Labour was not capable of managing one of the most important national issues of the time.

Conservative Party’s Internal Divisions over Policy:

While the Conservatives were united on Brexit, their campaign lacked clarity on other policy issues, such as public services and social policies. The party was often seen as focused mainly on delivering Brexit, which made it hard for them to present a comprehensive vision for the future beyond that. Although their slogan was clear, the absence of substantial discussion on other issues, such as healthcare or education, left some voters feeling uncertain about the broader implications of a Conservative government. This gap in their campaign messaging made it difficult for them to address the full spectrum of voter concerns.

Question 49

Case study 2019 election:

How did campaigns hinder parties e.g. Conservative Party’s Internal Divisions over Policy (use two examples)

Answer 49

Labour’s Insufficient Outreach to Key Voter Groups:

Labour’s campaign struggled to connect with certain voter groups, particularly in the “Red Wall” constituencies that were traditionally Labour but had shifted towards supporting Brexit and the Conservatives. The party failed to properly address the economic concerns of these constituencies, especially in relation to their post-Brexit future. Labour’s inability to tailor their message to these crucial voters, particularly those in working-class areas who had supported Brexit, contributed to their poor performance in these regions. Their campaign was seen as focused more on radical domestic policies, which didn’t resonate as strongly with those concerned about Brexit and economic stability.

Conservative Party’s Overemphasis on Brexit:

While Brexit was a key issue in the 2019 election, the Conservative Party’s heavy emphasis on it led to criticism that they were neglecting other vital issues such as healthcare, education, and social welfare. This overemphasis on one issue made their campaign appear somewhat one-dimensional and reduced the party’s ability to connect with voters who were more concerned with day-to-day policies. By focusing predominantly on Brexit, the Conservatives allowed Labour and other parties to frame the debate around domestic policy issues, which created an opportunity for critique regarding their handling of public services.