Paper 1: 1997 Tony Blair

Policies and manifesto

-Modernised Labour with “Third way” which ditched nationalisation, tax increases and strengthening Unions whilst tough on crime

-Promise smaller classes and hospital waiting lines

Campaign “Professional vote-winning” machine

-public relations experts to handle the media

-Focus groups to assess public opinion

-Systematically targeted marginal seats

Context

-Conservative self implosion post 1992 election

Associated with 90s recession

No credit for recovery as no trickle to taxes/public

lost trust of Economic stewardship due to financial and sexual scandals

31% voted Labour 30.7% voted tory

Factors influencing voting patterns

Class dealignment: Labour broaden the appeal of the party to middle-class voters, and traditional voter base by dropping key policies like nationalisation