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  • Reasons for Conservative Dominance 1951 to 1964
    • Culture had improved, causing Britain to become the cultural centre of the world by what would become known as the 'swinging sixties'
    • Post-war boom and an increase in affluence, which affected all groups in society positively
      • People were holidaying more, with 60,000 visiting Butlins each week. This was because people had both more paid time off work and higher wages, thus a greater disposable income, allowing for more leisure time.
      • Due to there being higher wages (an increase of 74%), especially as prices rose only by 45%, then people could endure a higher quality of life because they were able to afford consumer goods, along with the help of credit.
        • Between 1957 and 1959, the number of households owning a TV rose by 32%.
        • Car ownership increased by 25% between 1957 and 1959, creating greater demand for new roads to be built. This allowed for more jobs to be created, and it allowed people to move into the countryside (better mental health), due to them having transportation systems. However, this was usually the middle classes who could afford to move house.
      • A mixed economy allowed small businesses owners to develop, giving them increased prosperity, whist some still had the safety of nationalised jobs.
        • Full employment was achieved.
    • The Conservative Party reorganised prior to this period. While this was prior, it is key in explaining the knock-on effects.
      • After 18 months of recruiting for the Central Office, and 300 qualifying as agents, there were 3 million party members by 1950, an unprecedented number.
        • This huge campaign allowed them to spread their message clearly, and increased communication with potential voters. Once their image was set, they used the Fighting Fund to target the wealthy and influential for donations.
      • They capitalised on Labour's weaknesses, and turned slightly socialist.
    • Many of the problems faced in Britain in 1951 were solved by the conservatives
      • Macmillan, as housing minister, built 1.7 million homes by 1964, with 300,000 being built each year between 1951 and 1954.
      • Britians old road network was renewed, helped by the increase in car ownership.
        • Between 1957 and 1963, 1,200 miles of new road was completed. An example was the M1.
      • Rationing was ended in 1954, giving the electorate no need for change to take place as the Second World War could finally be moved on from, and the age of austerity forgotten, paving the way for a ew, brighter future.
      • The number of schools built reached 6,000, as well as 13 new universities.
    • The leadership of the Conservative Party, especially under Harold Macmillan, was very strong
      • Macmillan had an effective TV style, and was popular because of this, especially in comparison to Gaitskell.
      • Macmillan had showed to be capable of carrying out policies successfully, as when he was housing minister.
      • Macmillan did not mention the Suez crisis in the 1959 election manifesto.
        • Focused on the slogan 'life is good under the conservatives, don't let labour ruin it'.
        • Rsstored relations with the US, and broadcasted meeting between Macmillan and Eisenhower.
          • His trips to foreign countries (notably Russia) helped maintain the belief that under conservative rule, Britain could remain in the ‘big three’.
      • Unflappable 'Supermac'.
    • Labour disunity
      • The Labour Party failed to capitalise on the failure of the Suez crisis in the 1959 election.
      • The Labour Party made a campaigning error as they promised to raise pensions but not increase income tax in the 1959 general election, which was deemed impossible.
      • Failed to modernise the way the conservatives had, the Bevanites were seen as the 'clause four' socialists on the extreme left, paving way for communism.
      • This disunity split their supporters and reduced their ability to plan.
        • Labour's focus was on internal issues, rather than the election.
    • Following of the post-war consensus gained support of trade unions, unlike labour
  • Labour disunity
    • The Labour Party failed to capitalise on the failure of the Suez crisis in the 1959 election.
    • The Labour Party made a campaigning error as they promised to raise pensions but not increase income tax in the 1959 general election, which was deemed impossible.
    • Failed to modernise the way the conservatives had, the Bevanites were seen as the 'clause four' socialists on the extreme left, paving way for communism.
    • This disunity split their supporters and reduced their ability to plan.
      • Labour's focus was on internal issues, rather than the election.
  • The leadership of the Conservative Party, especially under Harold Macmillan, was very strong
    • Macmillan had an effective TV style, and was popular because of this, especially in comparison to Gaitskell.
    • Macmillan had showed to be capable of carrying out policies successfully, as when he was housing minister.
    • Macmillan did not mention the Suez crisis in the 1959 election manifesto.
      • Focused on the slogan 'life is good under the conservatives, don't let labour ruin it'.
      • Rsstored relations with the US, and broadcasted meeting between Macmillan and Eisenhower.
        • His trips to foreign countries (notably Russia) helped maintain the belief that under conservative rule, Britain could remain in the ‘big three’.
    • Unflappable 'Supermac'.

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