valence factors most important

Question 1

what is a valence issue?

Answer 1

when there aren’t significant disagreement between parties and so voters choose based off which party they think is going to be the most effective in govt

Question 2

what 2 things are key to valence factors ?

Answer 2

leadership and competence

Question 3

what is rational choice theory ?

Answer 3

voters behave like consumers by looking at the available options and evaluating which is the most beneficial for them.

Question 4

debate 1- (VF) leadership (LOA) VS rational/ issue based voting

Answer 4

leadership -
public image leaders more important due to SM= personalities important. – Presidentialisation since 1979
- photo opps to show human touch and leadership skills - Clegg 2010 leaders debate boosted support LDs
- Cameron vs brown
- leaders win swing voters = BJ personal pop= win Red Wall
- unpopular = deter voters = Corbyn- worst lab election result since 1935
- SUNAK NET FAV OF -51% - PARTYGATE/D-DAY/SMUG

CA——>
People care more about policies > leaders
- vote for who benefit them most economically e.g. homeowners more likely to vote Cons, renters = Lab (40% in 2024 due to Lab premises to improve rental conditions)
- younger = Corbyn as abolish uni tuition fees

issue - 2019 GE- 74% leave = tories = only when stark diff between parties

Question 5

debate 2 - competence (LOA) vs campaign

Answer 5

competence - key in how ppl vote
- 1979 = Lab voted out due to perceived economic incompetence - WofD (5%limit) - cons “Labour isn’t working”
- 1997 = elec remember ‘Black Weds’ 1992 - Cons lost reputation as competent managers of economy
- labour landslide arguably due to Cons incompetence since 2019
> cons vote share 2019- 43% but 23.7% in 2024
> covid reg - Partygate
> Truss 49 days, mini budget 2022

CA—>
campaign - many voters only pay attention to politics during elections campaigns
- 2010 Browns election campaign - called a Rochdale voter a ‘bigoted woman’ after she asked him a hostile question about immigration- media ran with this – unpopular
- 2024 REFORM=
> support increased from 10% in polls at start of campaign to 14% of vote; damaged the tory party.
- in campaign in June = Rishi damaged by leaving D-day event and emergence that CON PARTY CANDIDATES had placed nets on a July election days before it was announced, allegedly using insider information– confirmation of view that tories were corrupt

Question 6

debate 3 - valence vs social

Answer 6

social -
Since the 1970s and 1980s, ‘partisan dealignment’ has reduced the influence of ‘valence factors.’ After WWII, voters had strong party affiliations shaped by family, class, and community, but these attachments have weakened over time. This shift has led to more swing voters, willing to support any party, including minor ones. A notable example is the 2019 shift of Labour’s ‘red wall’ voters to the Conservatives. Class has become less important in voting decisions, and age is now a weaker factor. As a result, voters increasingly base their decisions on valence factors, such as leadership and perceived competence, rather than traditional party loyalty.

valence -
Since the 1970s and 1980s, ‘partisan dealignment’ has reduced the influence of ‘valence factors’ on voting behavior. Previously, voters had strong attachments to political parties due to family, class, and community, but these ties began to decline in the late 20th century. More swing voters emerged, willing to support any party, even minor ones, based on changing factors. A key example is the shift of many voters in the Labour ‘red wall’ to the Conservatives in 2019. Class now has little impact on voting, and age is also a weaker determinant. As a result, valence factors—such as leadership and perceived competence—have become central in shaping voters’ decisions.