Voting Behaviour & Media

Question 1

Label the classes and their voting predictions

Answer 1

AB —> primarily Conservatives - if not, Lib Dem
C1/C2 —> not as predictable/floater voters
DE —> primarily Labour - if not, Conservative

Question 2

1997 ELECTION ‼️

Answer 2

Turnout: 71%
Labour: 45% - TONY BLAIR
Conservative: 31% - John Major

REGION 🗺 —> voted predictably
North East/West - Labour
South East - Conservative
But…
In every single region Labour’s votes increased ⬆️ and Conservative’s decreased ⏬

VALENCE THEORY
—> voting based on the competence of the leader
—> John Major of CONS was not popular

CLASS
Voted predictably
—> lots of women by now had moved from gender defined roles to 🆙 level jobs
—> eg. From nursery/housewife (DE) to teaching (C1)

AGE
Voted predictably

GENDER
—> CHANGED ❗️
Women were more likely to vote Labour
- less traditional
- most women were in working DE & C classes
- more likely to be part of trade unions
- alined with Labour values