The 1979 Election

The 1979 Election

1. Problems faced by Labour in the 1970s

   • They had won a majority of 3 in 1974 - made them vulnerable
     • This was lost in by-elections
       • By 1979 they were kept in power by the Liberals
         • They looked weak in the eyes of the voters
   • Economic problems
     • Couldn't solve world economic crisis
       • Inflation at 26%
         • Unemployment trebled
           • Bailed out in 1976 by IMF
       • Winter of discontent 1978-79
         • Many unions went on strike
           • Rubbish was piled up in the streets
     • The Conservatives attacked Labour over this in the campaign
       • Labour isn't working poster

2. Role of the Media

   • The Sun backed the Conservatives
     • Attacked Callaghan for not solving problems
       • 'Crisis what crisis' headline
         • Callaghan criticised for trying to downplay economic problems
   • Increased importance of TV
     • Campaign events timed so they could appear on TV news

3. Leaders

   • Thatcher was the first female leader
     • Success in capturing female vote
       • Won 47% of female vote to Labour's 35%
   • Callaghan considered more experienced
     • Thatcher was not considered to be a vote winner at this stage
       • Voters thought she wasn't in touch with ordinary people
         • Found her condescending and extreme

4. Social Factors

   • Class
     • Conservatives dominant in higher social groups
       • 59% of vote amongst ABC1
     • Labour strong in DE voters - 49%
     • C2 voters - 41% each for main parties
       • They would normally vote Lab so positive for the Cons
   • Geography
     • All regions saw a swing to the Conservatives
       • This was more pronounced in the South
   • Age
     • 18-24 year old was evenly split
       • Cons won all other age groups
         • Biggest drop in Labour support was 35-54 group