Political Parties And Political Successes Flashcards
(30 cards)
1: evaluate the view that leadership is the most important factor in determining the success of political parties in the UK
Introduction
Leadership is often described as the most decisive factor in determining the electoral fortunes of political parties. In the UK, where the political system is increasingly characterised by centralised leadership, media personalisation and presidential-style campaigns, party leaders serve as the primary public face of their organisations. Their perceived competence, charisma, trustworthiness and ability to unify their parties can significantly influence voter behaviour. However, this argument risks oversimplifying the complex and multi-causal nature of political success. Party unity, electoral strategy, media framing and wider political or economic contexts can often override or magnify the effects of leadership. This essay will argue that while leadership is undoubtedly influential, other structural and contextual factors- particularly internal party unity, electoral strategy and media representation- are often more decisive in shaping the success or failure of political parties in the UK
1: evaluate the view that leadership is the most important factor in determining the success of political parties in the UK
1: Leadership vs Party Unity
Point
It could be argued that leadership is the most important factor because an effective leader can project unity, inspire public trust and centralise campaign messaging in an era of personalised politics.
1: evaluate the view that leadership is the most important factor in determining the success of political parties in the UK
1: Leadership vs Party Unity
Points and analyses (AGAINST)
-Tony Blair is a clear example of this phenomenon. His transformation of Labour into “New Labour” in the 1990s helped detoxify the party’s image after years in opposition, repositioning it as a centrist, modern force.
-Blair’s charisma, communicative clarity, and strategic positioning- such as rewriting Clause 4 to abandon the party’s commitment to public ownership- directly contributed to Labour’s 1997b landslide victory, and his personal popularity helped sustain Labour through three consecutive election victories.
-Likewise Boris Johnson’s success in 2019 is often attributed to his personal appeal and his ability to connect with both traditional Conservative voters and working-class Brexiteers. His campaign revolved around the simple and direct message of “Get Brexit Done” with Johnson himself symbolising clarity, optimism and a populist challenge to the gridlocked political establishment.
1: evaluate the view that leadership is the most important factor in determining the success of political parties in the UK
1: Leadership vs Party Unity
Volta
However a more convincing argument is that party unity is more critical than leadership alone, as a leader’s effectiveness depends on their ability to lead a disciplined, ideologically aligned and strategically coherent party. When internal divisions erupt into public view, they undermine any positive perceptions of leadership and convey confusion and incompetence to the electorate.
1: evaluate the view that leadership is the most important factor in determining the success of political parties in the UK
1: Leadership vs Party Unity
Points and analyses (FOR)
-Jeremy Corbyn’s 2017 performance provides a nuanced case: although he gained seats and energised a younger base, Labour failed to win outright partly due to its internal divides.
-the parliamentary Labour Party remained deeply hostile to Corbyn with multiple shadow cabinet resignations, conflicting messages on Brexit and ongoing media reports of factional infighting.
-In 2017, Labour experienced a wave of shadow cabinet resignations and internal conflict, with high-profile figures like Jo Stevens resigning over the party’s decision to support triggering Article 50. Owen Smith was later sacked for publicly opposing the leadership’s Brexit stance, further exposing deep fractures within the party. These events highlighted the growing rift between Corbyn’s left-wing leadership and the party’s centrist and pro-Remain factions, undermining unity and electoral clarity.
-by 2019, the lack of internal unity over Brexit policy and the leadership’s handling of antisemitism allegations had severely damaged Labour’s electoral standing.
-the leadership may have had passionate grassroots support, but the perception of a party at war with itself undermined public confidence in its ability to govern.
-the contrast with the Conservatives in 2019 is stark. Johnson achieved internal unity not only through personal leadership but through the strategic decision to expel 21 MPs who opposed his Brexit strategy, including prominent moderates like Ken Clarke and Dominic Grieve. This controversial move enabled the party to present a unified front, with a clear and consistent message.
-unity around Brexit- the most salient issue of the time- gave the impression of discipline, clarity and deliverability. Voters responded to this coherence as much as they did to Johnson’s leadership persona
1: evaluate the view that leadership is the most important factor in determining the success of political parties in the UK
1: Leadership vs Party Unity
Evaluation
This shows that while strong leadership can drive a campaign, it is only truly effective when embedded within a united party machine. Disunity magnifies leadership weaknesses and neutralises strengths. Therefore, party unity can be considered a more structurally foundational factor than leadership alone
1: evaluate the view that leadership is the most important factor in determining the success of political parties in the UK
2: leadership vs electoral strategy
Point
It could be argued that leadership is the most important factor because the leader is typically responsible for setting the party’s electoral tone, strategic direction and overarching campaign vision.
1: evaluate the view that leadership is the most important factor in determining the success of political parties in the UK
2: leadership vs electoral strategy
Points and analyses (AGAINST)
- Antisemitism Crackdown:
Starmer suspended Jeremy Corbyn from the party whip in 2020 after Corbyn downplayed the EHRC report on antisemitism, sending a clear message of zero tolerance. He also implemented internal reforms recommended by the EHRC and oversaw a marked decline in related complaints—restoring trust with Jewish communities and distancing Labour from past controversies. - Restoring Discipline and Message Control:
He reshuffled the shadow cabinet to promote centrist, technocratic figures like Rachel Reeves and Wes Streeting, sidelining the left-wing Momentum faction. This centralised authority and created a more cohesive, professional image. - Patriotic and Pro-Business Rebranding:
Starmer emphasised patriotism and fiscal responsibility—attending armed forces events, wrapping policy in the language of “service,” and committing to not raising income tax or undoing Brexit. These shifts aimed to reassure working- and middle-class voters alienated by Corbyn’s perceived radicalism. - Policy Moderation:
He abandoned or watered down Corbyn-era policies like nationalising utilities and scrapping tuition fees, replacing them with costed, investment-focused alternatives. This helped detoxify Labour’s economic image in the eyes of business leaders and swing voters.
- Antisemitism Crackdown:
In sum, Starmer has led with strategic moderation, discipline, and symbolic gestures to reframe Labour as a party of competence over ideology, sharply breaking from the image of Corbynism.
- Legalising Same-Sex Marriage (2013):
Cameron championed the Marriage (Same Sex Couples) Act, passing it with cross-party support despite strong opposition from within his own party. He framed the reform as a conservative commitment to equality and stable families, signalling a break from traditional Tory social conservatism.- Modernising Party Image:
As part of his “Compassionate Conservatism” brand, Cameron focused on social justice, environmentalism, and diversity—hugging hoodies, riding a bike to work, and promoting ethnic minority candidates. These optics helped detoxify the Tory brand, which had been seen as harsh or out of touch, especially under the “nasty party” label. - Support for the NHS and Civil Liberties:
He pledged to “protect the NHS” and distanced himself from authoritarian New Labour policies on ID cards and surveillance, aligning with liberal values on personal freedom and public welfare.
- Modernising Party Image:
In summary, Cameron’s leadership blended economic conservatism with socially liberal reforms to reposition the Conservatives as a modern, inclusive party—not abandoning core Tory principles, but adapting them for a changing society.
1: evaluate the view that leadership is the most important factor in determining the success of political parties in the UK
2: leadership vs electoral strategy
Volta
However, a more convincing argument is that it is the electoral strategy itself- beyond leadership- that determines success. Leadership may help communicate a strategy, but it is the underlying targeting, voter segmentation and policy focus that wins elections.
1: evaluate the view that leadership is the most important factor in determining the success of political parties in the UK
2: leadership vs electoral strategy
Points and analyses (FOR)
-in 2019, the Conservative Party adopted a focused, data-driven strategy to win Red Wall seats in the North and Midlands- many of which had been labour strongholds for generations. This strategy was based on polling data that showed Labour’s Brexit ambiguity was alienating working-class Leave voters.
-Johnson’s simple messaging “get brexit done” combined with targeted promises of levelling-up investment, allowed the party to redraw the electoral map. These strategic decisions were not entirely Johnson’s; they were the product of a professionalised campaign team led by Dominic Cummings, using sophisticated voter modelling and digital targeting
-contrast this with the Liberal Democrats in 2019, who had a credible leader in Jo Swinson but a flawed electoral strategy. By campaigning to revoke Article 50 without a second referendum, the party alienated moderate Remain voters who viewed the position as anti-democratic. Despite Swinson’s experience and media presence, the party lost seats and failed to break through. Leadership was not enough to compensate for strategic misjudgement.
-furthermore, Labour’s near-win in 2017 under Corbyn was in large due to a shrewd manifesto strategy that focused on popular polices- such as scrapping tuition fees and renationalising rail- while energising youth voters through a social media-led campaign.
-corbyn’s leadership was important, but it was the grassroots mobilisation- much of it driven by Momentum and external digital strategists- that delivered the vote surge
1: evaluate the view that leadership is the most important factor in determining the success of political parties in the UK
2: leadership vs electoral strategy
Evaluation
Thus, electoral strategy is arguably more fundamental than leadership because it determines how messages reach voters, which constituencies are prioritised and how policies are framed. Leadership is the face of the strategy, but not always the architect- and certainly not always the reason for its success or failure
1: evaluate the view that leadership is the most important factor in determining the success of political parties in the UK
3: leadership vs media representation
Point
It could be argued that leadership is the most important factor because leaders dominate media coverage, especially during general election campaigns. In the era of 24 hour news and social media, and their personalities can becomes symbolic of their party’s values and competence
1: evaluate the view that leadership is the most important factor in determining the success of political parties in the UK
3: leadership vs media representation
Points and analyses (AGAINST)
-Ed Miliband suffered from a weak media portrayal, exemplified by headlines dubbing him “Red Ed” and images like the 2014 Daily Mail front page of him awkwardly eating a bacon sandwich, which became a symbol of his perceived lack of leadership polish. His approval ratings slumped after a 2013 YouGov poll found that only 11% of the public thought he looked like a prime minister in waiting, reinforcing doubts about his authority.
Nicola Sturgeon, in contrast, was praised for her clear and consistent communication during the COVID-19 crisis, with Ipsos MORI polls in 2020 showing approval ratings above 70% for her handling of the pandemic. Her firm stance on independence and calm, media-savvy leadership style strengthened her image as a dominant political figure in Scotland, helping the SNP win 64 seats in the 2021 Holyrood election—just one short of an outright majority.
Boris Johnson benefited from a strong media portrayal that emphasised his charisma, optimism, and relatable persona, especially during the 2019 general election campaign. His catchphrases like “Get Brexit Done” dominated headlines, and outlets such as The Telegraph and The Sun consistently framed him as a decisive leader breaking parliamentary deadlock—helping the Conservatives win an 80-seat majority.
By contrast, Theresa May suffered from a weak media image, frequently mocked for robotic delivery and U-turns, especially after the “strong and stable” slogan backfired during the 2017 general election. Her faltering debate performances and repeated failures to pass her Brexit deal led to headlines portraying her as embattled and ineffective, contributing to the loss of the Tory majority and her eventual resignation.
1: evaluate the view that leadership is the most important factor in determining the success of political parties in the UK
3: leadership vs media representation
Volta
However a more convincing argument is that media representation as a structural force can either amplify or undermine leadership, often independent of the leader’s actual performance or competence. The UK media landscape is ideologically polarised, with a strong right-wing press presence.
1: evaluate the view that leadership is the most important factor in determining the success of political parties in the UK
3: leadership vs media representation
Points and analyses (FOR)
-Jeremy Corbyn, for instance, was subjected to one of the most sustained negative media campaigns in modern British history, Multiple academic studies- such as those by the Media Reform Coalition- have shown that Corbyn received overwhelmingly negative coverage, with disproportionate emphasis on alleged extremism, antisemitism and leadership incompetence.
-this media framing made it difficult for him to present his policy platform to the electorate, despite growing support in the 2017 campaign
-conversely, Boris Johnson- despite numerous personal scandals, offensive remarks and policy failures- was often portrayed in a favourable light by sympathetic outlets such as the telegraph, the sun and the daily mail.
-his persona as a humorous, energetic “man of the people” was reinforced by media framing, allowing him to maintain popularity even in the face of controversies such as the proroguing of Parliament and the Downing Street parties during Covid-19
-moreover, the media plays a crucial role in defining election narratives. In 1992, the sun’s infamous “its the sun wot won it: headline reflects the belieg that Rupert Murdoch’s press can sway public opinion. In this sense, leadership is mediated through editorial bias and press agendas- meaning success may rely less on a leader’s intrinsic qualities and more on how they are framed and received by media gatekeepers.
1: evaluate the view that leadership is the most important factor in determining the success of political parties in the UK
3: leadership vs media representation
Evaluation
Therefore, media representation can enhance or sabotage leadership regardless of competence, making it a powerful structural determinant of political success.
T
Introduction
The success of political parties in UK general elections is determined by an interplay of leadership, policy, strategy, context- and crucially, the relationship between ideology and unity. Some argue that ideological clarity is vital because it provides moral authority, motivates the base, and distinguishes a party from its opponents. Others contend that internal unity is more important, as it enables coherent messaging, avoids damaging public disputes and reassures voters of competence and stability. This debate ostensibly particularly significant in the adversarial, majoritarian FPTP, which often punishes division and rewards cohesion. While ideology undoubtedly helps define a party’s identity, this essay will argue that unity is ultimately more decisive in determining electoral success, as disunity breeds distrust, undermines leadership and fractures electoral coalitions
2: evaluate the view that unity is more important than ideology in determining the electoral success of political parties
1:Labour under Corbyn and Starmer- unity is more electorally decisive than ideology
Point
It could be argued that ideology is the most important factor, since it offers voters a clear vision and galvanises support through a values-based appeal.
2: evaluate the view that unity is more important than ideology in determining the electoral success of political parties
1:Labour under Corbyn and Starmer- unity is more electorally decisive than ideology
Points and analyses (AGAINST)
-Jeremy Corbyn’s leadership between 2015 and 2029 revitalised a dominant strand of democratic socialism within the Labour Party. His 2017 manifesto. For the many not for the few, included re-nationalisation of rails and utilities, free university education, rent controls, and a substantial increase in public investment funded by progressive taxation.
-these policies were framed as a moral and economic rejection of austerity and they resonated with millions- particularly the youth. Corbyn’s ideology helped drive Labour to a 9.6% increase in vote share (the largest post-war swing to Labour) added 30 seats and led to the first hung parliament in nearly a decade.
-This defied widespread media hostility and elite scepticism.
-Likewise, Thatcher’s ideological clarity in the 1980s- rooted in economic liberalism and social authoritarianism- helped redefine the post-consensus landscape, attracting aspirational working-class voters and reshaping the party’s electoral coalition.
Margaret Thatcher pursued aggressive privatisation of state-owned industries such as British Telecom (1984) and British Gas (1986), believing that private ownership would drive efficiency and reduce the role of the state. This reflected New Right economic principles favouring free markets, competition, and individual ownership over collectivist public control.
2: evaluate the view that unity is more important than ideology in determining the electoral success of political parties
1:Labour under Corbyn and Starmer- unity is more electorally decisive than ideology
Volta
However a more convincing argument is that unity is more critical as demonstrated by Labour’s collapse in 2019
2: evaluate the view that unity is more important than ideology in determining the electoral success of political parties
1:Labour under Corbyn and Starmer- unity is more electorally decisive than ideology
Points and analyses (FOR)
-despite the ideological ambition of its manifesto- which expanded on 2017’s pledges to include free broadband, a four day week, and rapid decarbonisation- Labour suffered its worst electoral defeat since 1935, losing 60 seats and much of it Red Wall stronghold. This failure was not due solely to unpopular ideas, but to intense internal disunity
-Senior figures- including many former Blairites- openly undermined Corbyn, and Labour’s position on Brexit became fatally confused.
-internal splits between “People’s vote” campaigners and pro-Leave MPs led to a convoluted promise of a second referendum negotiated by Labour, with Corbyn remaining neutral- a stance that alienated both sides of the Brexit divide. Combined with public accusations of antisemitism, leadership unfitness and shadow cabinet infighting, voters perceived Labour as chaotic and internally broken
-in contrast, Keir Starmer’s leadership has de-prioritised ideological radicalism in favour of strategic unity and message discipline. Starmer has restored party control by purging far-left factions, suspending Jeremy Corbyn from the PLP, consolidating policy around “pragmatic patriotism: and presenting a united front. He has focused Labour messaging on three pillars: economic stability, competent government and national security. Through his policy is far more centrist than Corbyn’s, Labour under Starmer consistently maintains a double-digit polling lead, particularly after the chaos of Truss’s mini-budget in 2022.
2: evaluate the view that unity is more important than ideology in determining the electoral success of political parties
1:Labour under Corbyn and Starmer- unity is more electorally decisive than ideology
Evaluation
This suggests that electoral success is more closely tied to organisational coherence and public trust than ideological ambition. Unity creates credibility- a vital currency in UK elections
2: evaluate the view that unity is more important than ideology in determining the electoral success of political parties
2: the conservative party- electoral dominance through discipline, not ideology
Point
It could be argued that ideology is the most important factor because it underpins a party’s strategic appeal and helps craft long-term electoral narratives.
2: evaluate the view that unity is more important than ideology in determining the electoral success of political parties
2: the conservative party- electoral dominance through discipline, not ideology
Points and analyses (AGAINST)
-the conservative party’s 2019 election success was widely seen as an ideological realignment: a shift from neoliberal globalism to post-brexit nationalism and economic interventionism.
-Johnson’s platform fused support for Brexit, “levelling up” investment, immigration control and opposition to cultural liberalism. This ideological repositioning allowed the party to attract both traditional middle-class conservatives and working-class labour leavers- achieving a decisive majority of 80 seats, including a capture of dozens of Red Wall constituencies. This ideological narrative of “global britain” and “taking back control” was simple, emotionally powerful and electorally effective
