Parties and Voting Behaviour (Edexcel A Level Politics): Revision Note

Issues, valence and governing competence

Issue voting

• Voters choose the party they trust most on the salient issue of the election

  • In 2017, many voters trusted the Conservative Party more to Get Brexit Done

Valence and governing competence

• A valence issue is one where all major parties agree on the goal

  • E.g. improving the NHS

• Voters therefore focus not on policy differences but on which party they trust to deliver that goal

  • Competence becomes a key factor in determining support

Economic performance

• Governments may be rewarded or punished for their economic record

  • John Major’s failure to prevent the collapse of the pound on Black Wednesday (1992) damaged the Conservatives’ reputation for economic competence

  • This contributed to Labour’s landslide victory in 1997

Leadership and party image

Leadership appeal and competence

• Charismatic or trusted leaders can significantly influence election outcomes

  • Tony Blair in 1997 and Boris Johnson in 2019 successfully presented strong, appealing leadership that delivered large majorities

Leadership failures and negative perceptions

• In 2017, Theresa May was criticised for calling an election after previously ruling one out, creating distrust

  • Her refusal to take part in TV debates reinforced negative perceptions

Media influence and campaign events

Media endorsements

• Newspaper endorsements have historically aligned with electoral outcomes

  • A well-known example is The Sun’s endorsement of Tony Blair in the 1997 general election

    • The Sun had previously supported the Conservatives but switched to Labour, running the headline “The Sun Backs Blair”

    • Labour went on to win a landslide victory, and the paper later claimed“It’s The Sun Wot Won It”

• However, as readership declines, social media platforms like Instagram, TikTok and Facebook allow parties to reach voters directly and challenge traditional media influence

Campaign events and messaging

• Parties’ campaign strategies shape voter perceptions of credibility and personality

  • The Liberal Democrats in 2024 used high-profile stunts to increase visibility and communicate their message

  • In 2019, Boris Johnson appeared to hide in a fridge to avoid reporters, damaging his image

  • In 2017, Theresa May’s attempt to avoid controversy, by claiming her naughtiest act was running through fields of wheat, led to widespread ridicule

Tactical voting and scandals

Tactical voting

• Tactical voting involves voters casting their ballot to block a disliked party rather than support their first preference

  • In 2024, nearly half of Labour voters said their motivation was to “get the Tories out”

  • Websites in 2019 and 2024 facilitated vote swapping to maximise the effect of tactical voting

Scandals affecting voter trust

• Scandals reduce confidence in politicians and can shift electoral outcomes.

  • The 2009 expenses scandal saw several MPs lose their seats

    • E.g. Jacqui Smith resigned after misusing Parliamentary allowances, including her husband claiming for adult films

• The Partygate scandal severely damaged Boris Johnson’s credibility

  • It led to his resignation in 2022, triggered further instability under Truss and Sunak, and contributed to the Conservatives’ heavy losses in 2024