1979

• 1979 Case study Acronym C.H.A.M.P.S
• 1979 C for class dealignment

  • Traditionally Labour-supporting working-class voters started moving toward the Conservatives, reflecting a breakdown in predictable, class-based voting patterns. 11% C2s and 9% DEs
  • This shift was influenced by dissatisfaction with Labour’s economic performance and a growing appeal of Thatcher’s Conservatives among middle and working-class voters
• 1979 H - Handling of the Economy:

  • Economic issues, such as high inflation, unemployment, and strikes, significantly influenced voting behavior.
  • Labour was blamed for the “Winter of Discontent,” which undermined public confidence in Callaghan’s government, especially in handling strikes and economic crises.
• 1979 A —Appeal of Leadership:

  • Thatcher's strong, decisive image contrasted with Callaghan’s more relaxed and defensive approach.
  • Her leadership appealed to those looking for change, while Callaghan’s delay in calling an election and perceived complacency made him seem out of touch with the public mood.
  • Polling in early 1979 showed Callaghan's approval rating was 38% compared to Thatcher’s 45%.
• 1979 M - Media Influence: Media support was pivotal in the election. Newspapers like The Sun endorsed Thatcher, which amplified her message and reached a broader audience, framing her as a strong alternative to Labour's perceived failings. "Crisis, what crisis?"
• 1979 P - Party Unity:

  • Labour’s internal divisions were evident, with factional splits on how to respond to economic issues and union pressures.
  • This was particularly damaging as 73% of voters in a pre-election survey said they preferred a "strong and unified" government, which they saw more in the Conservatives than in Labour.
• 1979 S - Strike Impact (Winter of Discontent):

  • Stat: The "Winter of Discontent" saw 1.5 million public-sector workers go on strike in late 1978 and early 1979, leading to a public perception that Labour could not manage the unions.
  • Callaghan’s infamous “Crisis? What crisis?” remark made him appear disconnected, worsening Labour’s public image during a critical election year.