1997 General Election

• Background

  • Conservatives been in power since 1979 - plenty of scandals like Black Wednesday and Cash for Questions
  • Labour moved to a centralist policy
• Background 2

  • British economy had been in a recession since 1992
  • Blair abolished the social principle and altered clause IV
• Result

  • Labour landslide, best victory for them ever
  • 179 - seat majority
  • Turnout was 71% - start of the decline
• Trends of voting

  • Age - all ages groups were likely to vote labour besides 65+
  • Ethnicity - 70% of BAME voters chose labour
  • Gender - Both men and women were likely to support labour
  • Geography - South west of England dominated by conservatives and Lib Dems. London, West Midlands and the North by Labour
• Influence of the media

  • The sun switched the support from the conservatives to Labour
  • Tony Blair was proactive with the media and he had a Presidential approach, he was charismatic and was a fresh face
  • John major was known as old and boring
• Party policies

  • Labour had centrist economic policies and had Devolution plans like the Scottish and Wales referendum
  • John Major wanted to bridge the trust lost of all the scandals
  • Labour ; cut class sizes, fast track punishments of young offenders, cut NHS waiting lists, to get under 25's into work and don't raise income tax.
• Campaign and leadership

  • Campaigns focused on the leaders due to Tony Blair
  • Blair amended the Clause IV
  • His charisma and enthusiasm appealed to voters especially the dissatisfied conservative voters
  • Major seemed to struggle with his part as 200 MPs broke conservative policy to oppose British membership of the single European currency
• Impact of election on policy making

  • Blair's huge majority allowed him to allow the devolution policies to go through
  • Increase public spending and minimum wage
• Spin doctors

  • Political operatives who shape a politicians message to appeal to a wider audience - what Blair used
• Third way

  • Balance between centre - right economic policy and centre left social policy, which focuses in social justice rather than social reconstructing