4 Voting Behaviour and the Media

Influence of class on behaviour

• Up to 80% of people vote the way their class indicates

• AB typically lean more Tory

• DE typically lean more Labour, and recently Reform

• However, in recent years class voting has declined, resulting in class dealignment

Influence of gender on behaviour

• In 2019, more women voted Labour than men

• Historically, women are more Lib-Dem than men

• In the 70s & 80s, Tories were advertised as ‘for the housewives’

• However, the trend is not very distinct or convincing

Influence of education on behaviour

• Education appears to have a ‘liberalising effect’

• This effect could be the reason for class dealignment

• More educated vote left, less educated vote right

Influence of age on behaviour

• Younger vote left

• In 2019, 56% of 18-24-year-olds voted Labour

• 57% of 65+ in 2019 voted Conservative

Influence of ethnicity on behaviour

• Ethnic minorities lean left

• In 2019 64% BAME voted Labour vs. 20% Tory

Influence of Region on behaviour

• North leans more labour, and South leans more Tory (apart from London)

• Scotland has the most obvious bias with SNP

What are the factors which influence voting choices?

• Policies outlined in the party’s manifesto

• Key issues presented in the campaign

• How the party has previously performed in office

• The leader’s suitability to be PM

• Tactical voting

• Image and reputation

Influence of the press

• Bound by law to be politically neutral

• Televised debates in the past have been crucial eg/. When Theresa May refused to participate in 2017

Influence of the press

• Right: Daily Mail, Daily Telegraph & The Times (though has started leaning more neutral)

• Left: Guardian, Daily Mirror, The Independent & The Financial Times

Influence of social media

• Rising in prevalence

• Used notably in Brexit, Reform’s rise and Covid

Influence of opinion polls

• People may follow the crowd or may use polls to vote tactically against parties they oppose

What was ‘Sleaze’ between 1992 and 1997

• The press investigated and reported on a number of scandals relating to conservative MPs

• Such as ‘cash for questions’ and numerous affairs

• Lead to a lack of popularity for the conservatives in the 1997 election

What was the expenses scandal in 2009?

• Daily Telegraph published details of expenses claimed by MPs and peers, many being wrongful and inappropriate

• Many resigned, with some even being subject to police investigations

What was partygate in 2021

• The government and conservative staff got caught having parties whilst the rest of the country was in lockdown

• Lead to Boris Johnson’s downfall and eventually his resignation as an MP