1979 election voting behaviour

Gender voting

Men evenly split between the two parties. Women showed a slight preference for the conservatives

Age

Labour won among 18-24 but conservatives won across all other age groups

Class

Conservatives remained dominant among the A/B/C1 voters. Labour won the C2/D/E vote but Conservatives gained 9-11% swings across these groups

Region

All areas swung towards the conservatives, but the swing was more evident in south england

Demographic

People beginning to lose the label of working class and more people identified as middle class which helped the conservatives

Valence issues

Too much power of the TU’s and the ‘winter discontent’ Tories were more able to be seen to control the unions

Economy

Poor - high inflation, growing unemployment and poor growth

Leadership

Callaghan was seen as much more likeable than Thatcher who was seen as distant and posh. She was presented as a housewife and mother. At this point the Tories won in spite of their leader

Campaign

First time parties focused on using the media as a part of their campaign. All 3 parties held morning press conferences. Thatcher worked hard for photo opportunities, swinging her shopping basket, drinking tea in a factory or cuddling a newborn calf.