CASE STUDY 1979 GENERAL ELECTION - THATCHER

A key reason for thatcher’s win election was the weak labour gov:

• lost a vote of no confidence in Parliament and had been regularly defeated in the House of Commons.

• Callaghan was also seen as unable to control trade unions, who had been striking following attempts to impose a 5% limit on pay increases in early 1979, and his government was seen to be unable to address the social breakdown across the UK.

• The country was recovering from the "Winter of Discontent", where there were mass strikes.

• Margaret Thatcher used publicity specialists Tim Bell and Gordon Reece in her campaign and had a number of photo opportunities she took advantage of.

• The Conservatives put pressure on Labour over the "Winter of Discontent" and their handling of the economy

• Jim Callaghan, the Labour Party leader, was higher than Thatcher in the opinion polls with voters approving of his political experience.

issues of trade union power within the Labour Party caused many problems.

The key battles between the parties put monetarism and privatisation of industries from the tories against the key Asian economic policy. That came under the Uk being in economic crisis with tories offering to change it.

The tories had a significant lead in the polls because of the lis lab pact. But Callaghan did very well during the campaign to reassure voters. Thatcher was not as popular as Callaghan in the polls and labour started to gain but at a late stage.

Regional differences were evident.

tories made gains in traditionally Labour-supporting regions eg. Midlands and the North England, where economic issues were particularly salient. Thatcher's promises of economic revival and job creation resonated with voters in these areas.

Many swing voters were attracted to Thatcher's message of change and her emphasis on individual responsibility and economic reform.

Older voters, particularly those who had experienced the economic difficulties of the 1970s, to lean towards the Conservative Party.

They were attracted to Thatcher's promises of economic stability and reduced government intervention. Younger voters more likely to be disillusioned with the establishment and may have been more inclined towards alternative parties or not voting.