TSee: Factors in Elections
Case Study
| Election | Patterns of Voting Behaviour | Influence of Media | Impact of Party Policies/Manifesto | Impact of Campaigns & Leadership |
|---|---|---|---|---|
| 1983 | Thatcher very popular; Labour split; SDP - Liberal Alliance siphoned votes from both main parties | Print press endorsements, editorial bias, media image projection | Labour’s manifesto seen as extreme and unappealing; Conservatives stressed stability, economy | Thatcher’s strong personal image (e.g. Falklands), Labour’s internal divisions |
| 1997 | Youth, ethnic minorities, Wales, Scotland strongly Labour; swing from Conservative to Labour (~10.5%) | Positive media portrayal of Blair/“New Labour”; media support for change | Blair’s centrist “New Labour” policies appealed broadly; reform promises | Blair’s charisma and campaign professionalism; voters desired change after long Conservative rule |
| 2010 | Labours losses; rise in tactical voting; increased volatility; hung parliament | First televised leader debates; media focus on economic record and crisis | Focus on deficit reduction, austerity, tax & public spending promises | Cameron/Clegg/Brown leadership styles mattered; “Clegg bounce”; campaign organization and messaging |
| 2017 | - | - | Theresa May - lost a majority for a minority. Other They formed a minority government with the DUP on a confidence and supply basis. | - |
| 2019 | Brexit divide dominated: Leave vs Remain voters; collapse of Labour in “Red Wall”; older & rural swung Conservative | Intense social media/digital campaigning; traditional press reinforcing narratives | Conservative “Get Brexit Done” slogan central; Labour’s second referendum pitch unpopular | Johnson’s strong Brexit branding vs Corbyn’s unpopularity; disciplined Tory message vs Labour’s confusion |
| 2024 | Labour won big with modest vote share; turnout under 60%; Reform UK took many votes in some seats Young and some urban groups less supportive of Conservatives; volatile electorate | Labour got far more TV coverage than Conservatives (46% vs 30%) Print press visually framed Starmer as winner, Sunak as underdog | Labour’s “Change” manifesto emphasised economic stability, health, energy (public ownership), crime, education Conservative “Clear Plan. Bold Action. Secure Future.” included tax cuts, more nurses/doctors, crime measures Reform manifesto was tax cuts, abolishing some duties | Starmer’s steady, disciplined leadership contrasted with Sunak’s weaker campaign image Media framing boosted Starmer’s front-runner aura Leadership credibility and campaign control were decisive |
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Unfinished Case Study (original lesson work)
| Election | Patterns of Voting Behaviour | Influence of Media | Impact of Party Policies/Manifesto | Impact of Campaigns & Leadership |
|---|---|---|---|---|
| 1983 | Conservative: 42%, 397 seats Labour: 28%, 209 seats Alliance: 25% 23 seats Over 100 seat majority (landslide) | Thatcher was seen as telegenic (looks good on television). Foot was older (70s) and less media-aware. ”Crisis? What crisis?” | Trade union power: Conservatives - reduce power, make strikes harder Labour - withdraw from the EEC (EU), nuclear disarmament Labour had unpopular policies ”Longest suicide note “in history” - Denis Healy (on the policies), ex-Labour Chancellor for Exchequer Economy: high unemployment (3M+) Thatcher argued for less government intervention, Labour argued for more. | Thatcher: seen as charismatic, firm, “Iron Lady” - strong leader Falklands War - sent over battleships, air force, etc. Conscious of image. Michael Foot: seen as old and out-of-touch |
| 1997 | Conservative: Labour: (landslide) | Labour had overwhelming media support - Sun supported Labour for the first time in 20 years. Labour claimed that they represent change - “Things Can Only Get Better" "New Labour” campaign | Tony Blair: John Major: | |
| 2010 | ||||
| 2019 | ||||
| 2024 | ||||
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