In order to get into power, a governments needs to ensure a well functioning economy.
The economy is an issue where there is broad agreement within the electorate about the goals that government should pursue.
It was suggested that 1) Voters see the success of the economy in term of the level of mortgage interest and inflation and 2) People are more likely to re-elect a government which makes them 'feel good' about the state of the economy.
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Impact of Party Leaders
Due to the current media-age, people have become more interested in the personalities of those who aspire to lead them
Parties are conscious of the image of any candidate for the leadership
Peronable individuals who are likely to charm the voters and who appear relaxed on television are the ones most likley to be picked for leadership.
See Tony Blair's popularity co-incides with his election wins in 1997, 2001 and 2005.
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Impact of Party issues and images
Particular issues in a general election that cause controversy, like a poor set of employment statistics.
Sleazewas an issue in 1997
Mass coverage has increased public awareness and understanding of policies
Judgemental voting = Verdict is based on current issues, images, ideologies, leaders and government performance
Judgemental voting has increased the significance of party image.
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