Voting Behaviour and the Media
1979: Party policies and manifestos:
Both were moderate. High priority to bringing inflation down. Thatcher’s manifesto didn’t
suggest she intended to move her party to the right. Callaghan came from Labour’s centre-
right.
1979: The campaign:
Gordon Reece and Tim Bell- Saatchi & Saatchi, publicity experts for the Conservatives.
Thatcher took lots of photo opportunities. Although the Conservatives were ahead in the
opinion polls, people preferred Callaghan personally. Thatcher turned down a televised
debate that would have highlighted their differences.
1979: The context:
Had been a minority Labour government that constructed deals with other parties.
Callaghan mistimed the election so it came after the “winter of discontent”- early months of
‘79, tried to impose 5% limit on pay increase, led to strikes. Couldn’t control trade unions
which played into Thatcher’s hands. “The Sun” were on her side.
1979: The outcome:
339 seats for Conservatives, 43.9% of the popular vote. Labour lost 50. 76% turnout.
1979: The most important factor:
The wider political context.
1997: Party policies and manifestos:
Blair pushed a policy of modernisation, revoked Clause 4, much more centrist. He had a
tough approach to law and order. Won the endorsement of “The Sun”. No stark difference
between Labour and the Conservatives.
1997: The campaign:
New Labour: vote-winning machine. Employed PR experts. Targeted marginal seats, not
safe seats. Share of the vote increased by 12.5% in target seats but by 13.4% in neglected
seats. Labour’s lead in the opinion polls decreased throughout the campaign.
1997: The context:
The Conservatives were blamed for “Black Wednesday” though there had been minor
economic recovery. Continued poor image due to financial and sexual scandals and a divide
over Europe.
1997: The outcome:
Labour won 418 seats, Conservatives lost 178. Labour won 43.2% of the popular vote,
though a turnout of 71.4% meant that this was less than 31%. Worst result for
Conservatives since 1832.
1997: The most important factor:
Party policies and manifestos.
2010: Party policies and manifestos:
1979: Party policies and manifestos:
Both were moderate. High priority to bringing inflation down. Thatcher’s manifesto didn’t
suggest she intended to move her party to the right. Callaghan came from Labour’s centre-
right.
1979: The campaign:
Gordon Reece and Tim Bell- Saatchi & Saatchi, publicity experts for the Conservatives.
Thatcher took lots of photo opportunities. Although the Conservatives were ahead in the
opinion polls, people preferred Callaghan personally. Thatcher turned down a televised
debate that would have highlighted their differences.
1979: The context:
Had been a minority Labour government that constructed deals with other parties.
Callaghan mistimed the election so it came after the “winter of discontent”- early months of
‘79, tried to impose 5% limit on pay increase, led to strikes. Couldn’t control trade unions
which played into Thatcher’s hands. “The Sun” were on her side.
1979: The outcome:
339 seats for Conservatives, 43.9% of the popular vote. Labour lost 50. 76% turnout.
1979: The most important factor:
The wider political context.
1997: Party policies and manifestos:
Blair pushed a policy of modernisation, revoked Clause 4, much more centrist. He had a
tough approach to law and order. Won the endorsement of “The Sun”. No stark difference
between Labour and the Conservatives.
1997: The campaign:
New Labour: vote-winning machine. Employed PR experts. Targeted marginal seats, not
safe seats. Share of the vote increased by 12.5% in target seats but by 13.4% in neglected
seats. Labour’s lead in the opinion polls decreased throughout the campaign.
1997: The context:
The Conservatives were blamed for “Black Wednesday” though there had been minor
economic recovery. Continued poor image due to financial and sexual scandals and a divide
over Europe.
1997: The outcome:
Labour won 418 seats, Conservatives lost 178. Labour won 43.2% of the popular vote,
though a turnout of 71.4% meant that this was less than 31%. Worst result for
Conservatives since 1832.
1997: The most important factor:
Party policies and manifestos.
2010: Party policies and manifestos:
