Please enable JavaScript.
Coggle requires JavaScript to display documents.
GENERAL ELECTIONS CASE STUDIES - Coggle Diagram
GENERAL ELECTIONS CASE STUDIES
2019
Politics
Leaders
Boris Johnson
: coherent and charismatic stance on Brexit resonated with the public (e.g. simple slogans to "get Brexit done" with an "oven ready deal")
Jeremy Corbyn
: his leadership was a major issue for many voters (e.g. inability to acknowledge of apologise for anti-semitism in the Lab party alienated many voters)
Jo Swinson
: appeared naive (e.g. her claims that she would be the next PM appeared unrealistic and reduced her credibility with the public)
Manifestos
Conservative
: Promised to 'get Brexit done' with an 'oven ready deal'
Labour
: promised a second EU referendum in which Corbyn would remain neutral - uninspiring for the public
Lib-dem
: Promised to completely reverse Brexit
Campaigns
Conservative campaign heavily disciplined (e.g. all tory candidates swore allegiance to PMs Brexit plan + BoJo refused to take on key interviews with Andrew Neil)
All campaigns were heavily focused on Brexit (e.g. each major party stood on a completely different strategy for tackling Brexit)
Class/Partisanship
Conservatives received vast majority of leave voters (e.g. 73% leavers voted tory compared with only 48% of retainers voting Labour)
Conservatives maintained more votes from 2017 than any other party (e.g. retained 88% of their voters)
Conservatives increased their vote among all classes (e.g. they smashed Lab in their traditional C2 and D voters by an average of 15%)
Gender/Age/Ethinicity
Age
: very divided (e.g. 18-39 favoured Labour compared with 40+ who significantly preferred conservative
Ethnicity
: Labour still maintained strong lead among BAME voters (e.g. they received 65% of their vote)
Gender
: Conservatives gained support of both genders (e.g. they had a 15% lead in men over labour and a 9% lead in women)
1997
Class/Partisanship
Labour defeated the tories among their traditional core C1 voters (E.g. lab received 14% swing since 1992 to lead by 2%)
Conservatives had their lead significantly reduced in the AB category (e.g. only led by 10% compared with 37% in 1992)
Lab dramatically increased share of vote among all classes (e.g. overall 8.8% swing to Labour)
Gender/Age/Ethnicity
Age
: Lab overturned 1992 deficit to lead conservatives among all voters over the age of 25 (e.g. won over 65 vote by 5% for the first time since 1979)
Ethnicity
: Labour resoundingly received support of BAME voters (e.g. 70% in 1997)
Gender
: Lab hugely increased support among both genders (e.g. Lead conservatives in men by 14% and women 5%
Politics
Leaders
John Major
: reputation for sleaze/incompetence/weak leadership (e.g. affairs/Maastricht Treaty ratification highlighted divisions over EU)
Tony Blair
: came across as modern, progressive, presidential with his third way central policies (e.g. modernisation of clause IV was sign of intent)
Manifestos
Labour's third way pledge card gave coherence and credibility so the electorate new exactly what they were voting for (e.g.pledge for no rise in income tax attracted traditional tory voters in the middle class)
Conservative campaign focused on economic competence, but this seemed hypocritical as they had lost their reputation on "Black Wednesday" and the expulsion from the ERM.
Campaign
Labour presented an optimistic/up-beat/presidential campaign (eg. "things can only get better" campaign song + Pledge card gave coherence & credibility)
Conservative campaign severely misjudged the nation's mood for change (e.g. Cons campaign focused on "new labour, new danger"
Conservative gov hampered by reputations of sleaze and corruption (e.g. Neil Hamilton: "Cash for Qs" scandal in 1994
1979
Class/Partisanship
Labour led their core C2 vote by 23% in 1974 but C2 voters equally as likely to vote conservative in 1979
Major class dealignment, Conservatives increased their vote among all classes
Gender/Age/Ethnicity
Gender
: Cons significantly increased female support (39% in 1974 compared with 47% in 1979)
Age
: Cons hugely increased youth vote (18-24s) from an 18% deficit to Lab in 1974 then 1% lead in 1979)
Politics
Leaders
James Callaghan
: Leading figure in all Lab govs since 1964 (struggled to convince electorate he stood for change) / Complacent and out of touch: "Crisis, what Crisis?"
Margaret Thatcher
: Sharp contrast with Callaghan (strong line on Trade Unions/novelty of first female PM)
Manifestos
Conservatives presented themselves as the party of national unity, promising to "reunite a divided and disillusioned people"
Both parties gave 'moderated' manifestos (e.g. Conservatives hid Thatcher's Neo-liberal/neo-conservative tendencies as not to frighten electorate)
Campaign
Conservative focus on "curbing" the Trade Unions + highlighting Labour's incompetence
Labour's naivety after Winter of Discontent 1979: "Crisis, What crisis?"
Productisation of Thatcher (voice coaching/clothing etc.)