General Elections Case Studies 4.5

Question 1

1979

Answer 1

turnout = 76%
Conservative government lead by Margaret Thatcher
cons = 44% vote, 339 seats
labs = 37% vote, 269 seats
libs = 14% vote, 11 seats`

Question 2

1979 Media Influence

Answer 2

supported by The Sun - ‘Crisis? What Crisis’ aimed at Callaghan
Thatcher didn’t partake in TV debates
Thatcher advertised by Saatchi & Saatchi Advertising to make her more soft (dubbed Iron Lady), eg tank picture, lamb picture (first time advertising used like this)

Question 3

1979 Campaign

Answer 3

Conservative slogan = ‘Labour isn’t Working’, manifesto focused on economic balance & reduction of union powers

Labour slogan = ‘the Labour Way is the Better Way’, manifesto focus on improving industrial relations and inflation.
Labour implied Thatcher was unfit to govern because she was a woman.

Question 4

1979 Party Leaders

Answer 4

Thatcher called on Labour voters, saying that their party was ‘extreme’
Callaghan was seen as oblivious to the industrial unrest
Steele led the Liberals

Question 5

1979 Issues

Answer 5

40-year high of unemployment, 1.5million in 1978.
Winter of Discontent, 1978-79
all 3 parties led by new leaders
strikes all around the country
1979 Scottish Devolution defeated, leading to a vote of no confidence - resulted in 1979 election

Question 6

1997

Answer 6

turnout = 71%
Labour government led by Tony Blair
cons = 31% vote, 165 seats
labs = 43% vote, 418 seats
libs = 17% vote, 46 seats

Question 7

1997 Media Influence

Answer 7

supported by The Sun - ‘The Sun Backs Blair’
BBC created BBC Politics 97 Service to document election - this was highly broadcast

Question 8

1997 Campaign

Answer 8

Blair re-branded ‘New Labour’, got rid of Clause IV, endorsed free market economics - this ‘third way’ appealed to range of voters, spin doctor Alistair Campbell.
Conservatives - ‘New Labour, New Danger’ slogan - campaigning was aggressive (devil Blair), manifesto focus on stability.

Question 9

1997 Party Leaders

Answer 9

Blair was 43, young, family man, charismatic
John Major - seen as dull, eg Spitting Image’s impression of him was a grey character. Affair accounted to unpopularity.
Liberal Democrats led by Paddy Ashdown.

Question 10

1997 Issues

Answer 10

Conservatives in power for 18 years, scandals and not good change.
UK forced out of ERM (European Exchange Rate Mechanism) 1992, lead to Black Wednesday
questions over conservative credibility
the Referendum Party pushed for ref on EU membership (drew Conservative votes)

Question 11

2019

Answer 11

turnout = 68%
Conservative government led by Boris Johnson
cons = 44% vote, 365 seats
labs = 32% vote, 202 seats
libs = 12% vote, 11 seats

Question 12

2019 Media Influence

Answer 12

social media advertising used
online newspapers reported on the election, only 33% were impartial
most newspapers supported Conservative
when BoJo refused Channel 4 debate, an ice sculpture stayed in his place

Question 13

2019 Campaign

Answer 13

Conservatives campaigned under ‘Get Brexit Done’.
controversy over an edited clip of Starmer on a lack of Labour Brexit plans
Number of parties campaigned on grounds of a second EU referendum.
Labour set up a campaigner’s app, ‘My Campaign Map’ to see where was the best places to campaign.

Question 14

2019 Party Leaders

Answer 14

you.gov survey saw BoJo as strong and decisive, but untrustworthy, whereas Corbyn was authentic but weak and incompetent.
LibDems led by Jo Swinson

Question 15

2019 Issues

Answer 15

Brexit and the formation of a Brexit Party
Scottish Independence
climate crisis
Labour under investigation for anti-semitism
BoJo removed the whip from 21 MPs for voting against his Brexit Plans