Voting Behaviour & the Media Flashcards
(9 cards)
Social Class
- Traditionally , was a strong determinant of voting behaviour.
- Lab party historically supported by the working class. ( e.g. manual labour , trade unions ).
- Con party historically supported by middle and upper class.
Examples :
- 1979 GE : Thatcher’s Cons appealed to the aspirational working class with policies like “Right to Buy”.
- Decline in class voting : 2019 GE , Lab lost many Red wall working class seats to Cons , highligthing class dealignment.
Age
- Older voters tend to support Con party while younger voters lean towards Lab or smaller parties like the Green Party.
Examples :
- 2019 GE.
- 62% of voters aged 18 - 24 voted Lab.
- 64% of voters aged 65+ voted Con.
Region
North - South Divide :
- Northern areas historically Lab - leaning but saw a shift in 2019 ( Red wall collapse ).
- Southern and rural areas tend to support Cons.
- Scotland dominated by SNP since 2015 , advocating for independence.
Ethnicity
- Ethnic minorities are more likely to vote Lab.
- In 2019 GE , 64% of ethnic minority voters supported Lab compared to 20% for Cons.
Gender
Historically , gender had minimal impact but recent trends show :
- Men are slightly more likely to vote Con.
- Women are slightly more likely to vote Lab
Examples :
- In 2019 GE , 46% of men voted Con compared to 44% of women.
Key Elections
1979 GE :
- Con win under Thatcher.
- During economic crisis and Winter of Discontent which hurt La’vs reputation.
- Class voting still significant but began to decline.
- TO : 76% , Con : 43.9% , 339 seats.
- Media : Press support for the Cons ( The Sun ).
1997 GE :
- Lab landslide under Blair.
- Appealed to middle class voters w/ “New Labour”.
- Disillusionment with 18 years of Con rule.
- TO : 71.3% , Lab : 43.2% , 418 seats.
- Media : The Sun switched support to Lab with headline “It’s The Sun Wot Won It”.
2019 GE :
- Con win under Johnson.
- Lab’s unclear Brexit stance and Corbyn’s unpopularity resulted in Lab loss.
- Collapse of the Red Wall.
- Brexit dominated campaign with Cons promising to “Get Brexit Done”.
- TO : 67.3% , Con : 43.6% , 365 seats.
- Media : Significant Con support from The Telegraph and The Times. Social media heavily used for campaigning.
Role of the Media
Traditional Media.
- Newspapers : The Sun often backs the winning party ( e.g. supported Cons in 2019 and Lab in 1997 ). Daily Mail is strongly Con. The Guardian traditionally supports Lab.
- Influence : Endorsements can sway public opinion ( e.g. The Sun’s switch to Lab in 1997 ).
- Television : Public broadcasters like BBC and ITV are required to remain impartial. Leaders’ debate influences voter perceptions ( e.g. Nick Clegg’s success in 2010 , “Cleggmania” ).
Digital Media.
- Social Media : Plays a growing role , particularly among younger voters. E.g. 1 - Con targeted Facebook ads in 2019 focused on Brexit and Johnson’s “Get Brexit Done” slogan. 2 - Momentum ( Labour - supporting group ) used social media effectively in 2017 , energising voters.
- Fake News & Misinformation : Concerns over misleading campaigns ( e.g. doctored videos of Keir Starmer during 2019 election ).
Long - Term vs Short - Term Factors
Long - Term :
- Social class , age , region , ethnicity and party loyalty / partisanship.
- E.g. older wealthier voters in rural areas are more likely to consistently vote Con.
Short - Term :
- Leaders , key issues and media coverage in particular elections.
- E.g. Johnson’s appeal and Brexit issue were decisive in 2019.
Media Influence on Elections
The Sun’s Influence :
- Often associated with swaying voters.
- 1997 : Switched support to Blair’s New Lab.
- 2019 : Support Johnson and Cons.
Televised Leaders’ Debates :
- 2010 : Clegg outperformed rivals , caused temporary surge for LibDems.
Social Media :
- Platforms like Twitter and Facebook now dominate campaigns.
- 2017 : Lab used social media to energise young voters.
- 2019 : Cons spent heavily on targeted digital ads.
