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paper one
voting behaviour + the media
1997 election
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1997 key issues
politics a-level > paper one > voting behaviour + the media > 1997 election
8 cards
Cards (20)
the turnout was
71
%
in
1992
, the
Conservatives
won their
fourth
election in a row
in
1997
, the Conservatives had their
worst
defeat since
1906
and Labour had their largest victory, with
418
seats to Conservative's
165
John Major
was the leader of Cons, and was perceived to be
grey
, unexciting and weak
both campaigns focussed on the
leaders.
Lab = strict, well-organised,
pro-Blair
with media
soundbites
to
galvanise
public. Cons =
anti-Labour
campaign
the campaign had
little
effect on the outcome but began the move towards
American
campaigning e.g.
6
weeks long
Class - Labour
gained
votes across all class groups, e.g.
19%
in
C1
, but Cons still won
AB
votes
Ethnicity -
Labour
won white votes (
43
%) and
BAME
(
70
%)
Regional - Labour gained across
regions
Gender - Labour
closed
the gender gap
Age - Cons still won with +
65s
but Labour won
decisively
amongst other age groups
Tony Blair was the
leader
of
Lab
, and was thought to be
charismatic
,
attractive
and
in command
See all 20 cards