Voting behaviour Flashcards
(64 cards)
What was the context to the 1979 general election?
A period of economic struggle, high inflation, and widespread strikes leading to national dissatisfaction with the Labour government.
Who led the Labour party at the time of the 1979 general election?
James Callaghan
What was the state of the economy in the build-up to the 1979 general election?
Stagnant growth, high inflation (26%), and unemployment had trebled due to global oil crisis and poor economic performance.
What caused the 1973 oil crisis?
Arab-controlled OPEC’s protest against Western support for Israel during the Yom Kippur War.
What was the ‘Winter of Discontent’?
A wave of strikes (1978-79) by lorry drivers, health workers, refuse collectors, and others over pay caps, creating national paralysis.
Why was the ‘Winter of Discontent’ significant?
It contradicted Labour’s image as the party for the working class and showed a loss of control over trade unions.
What damaged James Callaghan’s reputation before the 1979 election?
The Sun falsely attributed the phrase “Crisis? What crisis?” to him, portraying him as out of touch.
How did the media affect the 1979 general election?
It emphasised national crisis, strikes, and portrayed Callaghan as detached, boosting the Conservative narrative for change.
What happened in March 1979 that weakened Labour?
Labour lost a vote of no confidence after being abandoned by the Liberals.
Who was the opposition in the 1979 general election and their leader?
The Conservative Party, led by Margaret Thatcher.
What was the salient issue for the 1979 general election?
The economy
Why did Labour make the 1979 election campaign long?
To give Thatcher more time to potentially make mistakes.
What were Labour’s main policies in the 1979 general election?
Reduce inflation by 5% in 3 years, reduce prices, improve union relations, return to full employment, increase public spending, nationalise industries, leave EEC, end world poverty, strengthen peace.
What was Labour’s position on the European Economic Community?
They wanted to withdraw from the EEC and not be part of the common market.
What was the Conservative campaign strategy in the 1979 general election?
Focus on curbing inflation, reducing taxes, strong media use (ads, photos), present Thatcher as relatable, use professional ad agency (Saatchi & Saatchi).
What was the significance of the ‘Labour Isn’t Working’ poster?
It visually represented unemployment under Labour and was a powerful campaign tool for the Conservatives.
What was the presentation of Margaret Thatcher in the 1979 general election?
Presented as “Our Maggie” to appeal to housewives, discussed household economics to appear relatable, softened appearance and voice, “Iron Lady” image spun positively as strong leadership.
Why was Margaret Thatcher’s image important in the 1979 election?
It helped attract female voters and portrayed her as both relatable and a strong leader.
How did the Conservatives frame the “Iron Lady” label in 1979?
They turned it into a positive, portraying Thatcher as strong and capable.
What was a key demographic the Conservatives targeted with Thatcher’s image?
Housewives and female voters (especially swing voters).
What was the Conservative policy on inflation in the 1979 general election?
Control inflation through reduced government intervention and fiscal restraint.
How did the Conservatives plan to reduce government intervention in 1979?
By limiting the role of the National Enterprise Board and promoting privatisation.
What was the Conservative policy on trade unions in 1979?
Reform trade unions by limiting picketing rights and reducing strike frequency.
What did the Conservatives aim to do about income tax in 1979?
Cut income tax to incentivise hard work and enterprise.
