my 1997 Flashcards
(13 cards)
p results
labour won with landslide majority of 179
turnout at 71%
lib dems emerged as a real political force for the first time
1997 context p
- 1992 election won by a small majority
- administration struggled under the pressure of recession following black wednesday catastrophe. by 97 economy was recovering but was not accredited to the tories as it was not felt to be a recovery to the public
- poor tory image in 90s, SLEAZE
- little party cohesion, legacy of thatcher and divisions over the EU provided challenges
perception of leaders 1997 p
john major - the grey man, unexciting and weak
tony blair - young, modern and with a vision. plays electric guitar, plays football, knows noel gallagher.
increase in personality politics
1997 campaign x8
- labour launched modern campaign using media consultants Alastair Campbell a former tabloid newspaper journalist, and Peter Mandelson, a former television current affairs producer
- “New labour, new britain” + rebrand to the red rose => change and a vision for improved britain
- targeted marginal seats
- sought support of big business and key newspapers- in 97, the Sun and The Times switched allegiance.
- by abandoning traditional labour policies, their campaign won over the middle class - “middle england”
- tory campaign felt tired and dreary, failed to convince the public thye would spend money on services and modernise britain
- mandelson and campbell employed focus groups before big speeches - novel idea
- Get out the vote, they offer to help take people to vote. big optics and gets votes.
= employing tactics used in the USA
1997 p policies
Blair continued Kinnock and Smith’s work in reforming hte labour party.
shifted to the centre ground and key changes eg abandoning clause 4 (nationalisation) and tax increases
encourages connections with big business and a tough approach to law and order
aimed at the middle class, the core of voters they needed to win over
97 WPC x1, x3, x1
black wednesday 1992 - pound has to leave ERM as its value depreciated. debate to tory competence as they were known as the economic party. sun now moved to labour
SLEAZE - self interested and corrupt, media emphasise this.
Mohammed Al-Fayed gives Neil Hamilton money to ask the commons about his British Citizenship.
David Meller’s adultery exposed
Johnathan Aitken - defence department, Alan Clarke illegally selling arms to saudi and to saddam hussein.
division within the party as Major wants to take the UK further into the EU, others dont. divisions make the tories look weak.
what is sea change
Callaghan says sometimes the tide will come in and out, where people are tired of the government eg 2024 there’d been a tory govt for 14 years.
1997 tory manifesto
- Labour’s manifesto, New Labour, New Life for Britain, offered clear, voter-friendly pledges (e.g., cutting class sizes, reducing NHS waiting lists). Conservative manifesto lacked memorable, voter-focused commitments, making it harder to compete with Labour’s polished campaign.
- proposed privatizing the London Underground and the Air Traffic Service. After 18 years in power, voters sought change, and the manifesto’s focus on maintaining the status quo failed to inspire
- claimed the Conservatives had been “guardians of the NHS” for most of its existence, promising continued support. by 1997 waits of more than 18 months were not uncommon, but in labour now no-one waits longer than six months in England. NHS data reveals in 1997-98 median average waits stood at 41 days,
1997 manifesto - economu
commitment to maintaining economic stability resonated with voters who were tired of the economic turmoil of 80s/90s.
- fairer economy by introducing a nat minimum wage (initial target of 3.5-4 p/h, benefitting approx 2 million low paid workers) and better regulations appealed to the working class who felt left behind by tories.
keep inflation below 2.5%,
windfall tax on excess profits of privatised utilities (water, leccy) to raise £5 billion for welfare-to-work programs, targeting 250k young unemployed
taxation - 85% taxation for the highest earners was old labour, TB committed to low taxation
1997 manifesto const changes
promise to devolve power demonstrated commitment to decentralisation and empowering local govts.
greater regional autonomy. hold a ref in 1st year to estab a scot + welsh parl. NI peace progress. HOL Reform, removing hereditary peers
1997 manifesto law and order and defence
crime and justice - emphasis on tackling crime and improving community safety. tougher sentencing and recruiting more police officers (2000 and 4000 special constables) resonated.
also Youth Crime Prevention (Youth Offenders Teams to halve time from arrest to sentencing)
nuclear weapons - unilateral disarmament was old labour, TB was for keeping and upgrading them.
1997 manifesto - edu and healthcare
education and healthcare - investing in both, addressing key concerns. reducing class sizes to 30 or fewer, raise edu spending £2 bil annually, hire 10k+ teachers.
increase NHS funding by £1.2 bil and reduce waiting lists.
1997 manifesto welfare
pledge to modernise the WS, intr of a tax credit system appealed to voters who were concerned about poverty and inequality.
committed to social justice and addressing the needs of the most vulnerable in society. Welfare-to-Work Program - £5 billion from windfall tax to fund a New Deal for the unemployed, 250k young ppl got jobs/training.
Working Families Tax Credit - guaranteeing a minimum income of 180£ per week for families with a full time earner, supporting 500k low income households
