2015 Election analysis

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Outcome of May 2015 :

Tory majority of 12 seats~> but a hung parliament was expected

- Labour lost votes because of SNP rise- lost seats in Scotland

- Lib-Dems lost seats to Tory (mostly in midwest)

Model's

Labour needed:

Scotland (Lost)

Most of wales (Retained South Wales)

industrial midlands (Lost seats)

North of England (remained)

Short Term Factors:

Party Leaders: Cameron/ Sturgeon- seen as most competent. Miliband not seen as potential PM.

Media

Election Campaigns- Labour campaign regarded as unimpressive

Rational Choice model ~> when electorate look at the issues of the time, then vote on their policies for these issues

Sociological model ~> voting for the party which represents their class

MARGINALS= Seats that can swing either way

Lib-Dem:

- Vote collapsed because of coalition with tories- seen as ineffective

- Many that voted for them in 2010 resented the fact that they supported Tory austerity and Tuition fee rises

- Seen as a 'Human Shield'