-Thatcher’s policies included(what we call now) neoliberalism, free market, controlling trade unions & enabling people to buy their own homes
-TV coverage dominated the campaign
-All three major parties(Conservatives, Labour, Liberals) did conferences specifically co-ordinated for the cameras
-Thatcher worked particularly hard to provide the media with photo opportunities; she was pictured doing everything, from drinking tea to holding a baby calf, perhaps this made her seem a little more ‘relatable’ & down-to-earth, whereas a lot of people may have viewed her as posh & out-of-touch
-Callaghan warned that the Tories were ‘too big a gamble for the country to take’
-It’s hard to measure how effective these campaigns actually were, as in the opinion polls the Conservatives were winning, however when asked who they thought would be a better Prime Minister, Jim Callaghan won by 20 points
-Thatcher also turned down a televised debate
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