P1 Voting behaviour & the media

What is class dealignment?

Weakening relationship between social class and voting patterns since 1970s

What is partisan dealignment?

Decline in strong party identification and loyalty among voters

What is governing competency?

Voters' perception of which party is most capable of running the country effectively

What is disillusion and apathy?

Loss of faith in politics leading to reduced participation and engagement

What is a manifesto?

Document outlining party's policies and promises for election campaign

What is a mandate?

Authority to govern based on electoral victory and manifesto commitments

What election represents 1945-92 period?

1979 election - Thatcher's first victory, shift to New Right politics

What were key factors in 1979 election?

Winter of Discontent, economic crisis, Thatcher's leadership, Sun newspaper support

What was impact of 1979 election?

Conservative dominance until 1997, privatization, decline of trade unions

What were key factors in 1997 election?

New Labour modernization, Conservative sleaze, economic recession 1990-92, Blair's leadership

What was impact of 1997 election?

18 years Conservative rule ended, constitutional reform, minimum wage, devolution

What election represents post-1997 period?

2019 election - Johnson's "Get Brexit Done" campaign

What were key factors in 2019 election?

Brexit deadlock, Corbyn's unpopularity, Conservative unity vs Labour splits

What was impact of 2019 election?

Brexit delivered, "Red Wall" collapse, Conservative realignment toward working class

How has class-based voting changed?

Traditional working class-Labour, middle class-Conservative alignment weakened since 1970s

What factors now influence voting more than class?

Age, education, geography, values, Brexit position, cultural attitudes

How does gender affect voting patterns?

Women slightly more likely to vote Labour, gender gap varies by election

How does age affect voting patterns?

Younger voters more Labour, older voters more Conservative - gap increased recently

How does ethnicity affect voting patterns?

Ethnic minorities overwhelmingly vote Labour (70-80%), except some Hindu/Sikh Conservative support

How does region affect voting patterns?

North more Labour, South more Conservative, though Brexit has complicated this

What explains declining turnout trends?

Partisan dealignment, safe seats, negative campaigning, disillusionment with politics

What role do opinion polls play?

Shape campaign strategy, influence tactical voting, affect media coverage and momentum

Give argument FOR media influence on elections

Agenda setting, bias affects voters, endorsements matter, social media echo chambers

Give argument AGAINST strong media influence

Voters use multiple sources, reinforcement not conversion, declining newspaper readership

What example shows media bias?

Sun newspaper - supported Conservatives 1979-1992, switched to Blair 1997-2005

How has social media changed elections?

Direct politician-voter contact, micro-targeting, fake news concerns, younger voter engagement

What explains Conservative 2019 success?

Brexit message clarity, Corbyn unpopularity, effective social media campaign, working-class appeal

What explains Labour 1997 landslide?

Modernized party, economic competence, youthful leadership, media support

What campaign techniques are most effective?

Targeted advertising, ground campaigns in marginals, leader debates, social media engagement