Factors that impacted the election outcomes
Class-based voting
- Up to 1970 voters were strongly influenced by their social background with working-class people voting for
the Labour Party as the close link to the trade unions movement whereas the middle classes voted for the
conservative
- However, by the final third of the 20th century class dealignment began to occur – the process in which
people no longer identify themselves as belonging to a certain class and voting for a specific party
- Tony Blair’s 1997 victory had been partly achieved due to his ability to drop the historical commitment of
public ownership of key industries thus appealing to the middle-class voters
- However, the case remains that the higher classes are more likely to vote Conservative than Labour,
additionally, those who have more at stake financially are more inclined to vote – i.e. 2010 – 76% of the two
highest classes voted compared to the 57% of the two lowest classes
Partisan and voting attachment
- Partisan dealignment – the process in which individuals no longer identify themselves as being associated
with a certain political party – no longer safe seats instead swing voters are open to persuasion at every stage
- This can alternatively lead to apathy and disillusion – not voting due to a lack of enthusiasm or not voting as
discovering politics is not as good as it once seemed – In 1979 – 81% voted for Labour and Conservative, 1997
– this dropped to 74% and later 65% by 2010
Governing competency and voter choice
- Voters do not consider detailed policy decisions, instead, they look at what benefits them the most and the
fittest Prime Minister out of the party leaders – i.e. 1979 saw many skilled voters vote for conservatives for
the first time due to Thatcher’s populist style and grew tired of Labour after the ‘Winter of discontent’ then
later shifted to Labour after Major’s failure during Black Wednesday then later went to conservative in 2010
after the economic recession of 2008
- Voters pass on the governing competency of the main parties – how the governing party will manage the
affairs of the state – effectively or not? – voters tend to vote for parties that will help the economy and
manage affairs with a clear agenda
- Party leaders’ public image is also a significant factor – Bottler Brown after TV debates in 2010
Class-based voting
- Up to 1970 voters were strongly influenced by their social background with working-class people voting for
the Labour Party as the close link to the trade unions movement whereas the middle classes voted for the
conservative
- However, by the final third of the 20th century class dealignment began to occur – the process in which
people no longer identify themselves as belonging to a certain class and voting for a specific party
- Tony Blair’s 1997 victory had been partly achieved due to his ability to drop the historical commitment of
public ownership of key industries thus appealing to the middle-class voters
- However, the case remains that the higher classes are more likely to vote Conservative than Labour,
additionally, those who have more at stake financially are more inclined to vote – i.e. 2010 – 76% of the two
highest classes voted compared to the 57% of the two lowest classes
Partisan and voting attachment
- Partisan dealignment – the process in which individuals no longer identify themselves as being associated
with a certain political party – no longer safe seats instead swing voters are open to persuasion at every stage
- This can alternatively lead to apathy and disillusion – not voting due to a lack of enthusiasm or not voting as
discovering politics is not as good as it once seemed – In 1979 – 81% voted for Labour and Conservative, 1997
– this dropped to 74% and later 65% by 2010
Governing competency and voter choice
- Voters do not consider detailed policy decisions, instead, they look at what benefits them the most and the
fittest Prime Minister out of the party leaders – i.e. 1979 saw many skilled voters vote for conservatives for
the first time due to Thatcher’s populist style and grew tired of Labour after the ‘Winter of discontent’ then
later shifted to Labour after Major’s failure during Black Wednesday then later went to conservative in 2010
after the economic recession of 2008
- Voters pass on the governing competency of the main parties – how the governing party will manage the
affairs of the state – effectively or not? – voters tend to vote for parties that will help the economy and
manage affairs with a clear agenda
- Party leaders’ public image is also a significant factor – Bottler Brown after TV debates in 2010
