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I was copying into a new window..but..you asked.
Discuss the view that in the UK & USA personality politics now dominate elections”
[30 Marks]
It can be said that in the UK General elections and USA Presidential elections personality politics dominate the way that the electorate will vote. This is done by the public’s interpretation of the candidate and the Medias coverage of him or her. Yet it cannot be said that the personality of one candidate, or the people supporting the candidate are the main or only reasons for his or her success, there a re other contributing factors, such as social class, policies and religion and race. All of these factors help to choose the eventual winner of any election.
The personality of a particular candidate can influence the way in which people vote or perceive his/her credentials as a Prime Minister or President. Personality plays a much bigger role in the American elections than it does here in the UK. In the recent Presidential Election, George W. Bush received a large amount of votes from the Catholic electorate; he actively campaigned for the vote of the 65 Million catholic voters (25% of the electorate) which he had lost in the previous election to vice President Gore by 3 percentage points. Terry Madonna, a pollster with Franklin and Marshall College in Lancaster, Pa said:
"If you win Pennsylvania Catholics, you win the state and probably the election,"
This is a clear indication that a Presidents personality is one of the main factors needed to help obtain the vote from certain areas of society. Yet in Britain this is not as straight forward, the personality of a candidate standing, or in office is not widely considered as a major influence on the electorate’s pattern of voting. For example it is not widely known that Iain Duncan Smith is Jewish, or that Tony Blair himself is considering becoming a Christian. This contrasts heavily with the American view as it does not seem to bother our voters.
There have also been a lot of publicity stunts over the years by various Presidents and candidates for Prime Minister. These have been to try and gain the support of the voters, by showing that they are “people” also, and that they can be described as being “with it” to the youth. President Clinton was seen playing his saxophone at one of his conferences, which he believed would appeal to the younger generations. Trying to appeal to the youth of the day was also William Hague’s idea when he decided to take a trip to Alton Towers; he donned his “Team Hague” sports hats and proceeded to get himself, and his backers, wet by repeated usage of the log flumes, which also got him wet reviews in the press in the following weeks. These out burst of trying to appeal to the youth show that many candidates, both in the UK and US believe that their personality must shine through for them to obtain success.
There are countless other acts of candidates trying to achieve higher votes by making themselves out to be better than their opposition, the recent example in the USA elections would be George W. Bush getting pop singer, and “actress” Britney Spears to back his policies, while John Kerry choose to go with Ben Affleck, a former supporter of Al Gore. A UK side can be shown when Tony Blair had a small gathering, which included music artists like Noel Gallagher, and Westlife. All these events, both in the UK and USA show that it is widely believed that the view of a candidates personality can effect the way the electorate votes. Other political parties have tried to adopt well known personalities to send them out into the public, the most recent being UKIP, who had Kilroysilk has their spokesman, before he left after an unsuccessful attempt to gain party leadership.
Yet, there are other contributing factors other than the personality of a candidate, the way the Media portray the person, or persons running for a position can affect the way the public will turn out. Back when Margaret Thatcher was in power, the Sun did a powerful story on her removal of the Milk from schools, the title being:
“Maggie Thatcher the Milk Snatcher”
Also, during William Hague’s Alton Towers visit, he was ridiculed for trying to appeal to a younger generation, when the Conservative stance was to appeal to the older generation, and keep Britain the same as it was and not adopting new radical changes.
The media plays a much large roll in the US than it does in the United Kingdom, live broadcasted Presidential debates are watched by over 80% of the public as seen in a recent Focus Group research article, this can really help a Presidents campaign as was seen in the debate when Kennedy was facing Nixon, Nixon had just been omitted from hospital, and was not looking at his best, the public saw this, Nixon, a pale, unshaven figure contrasted greatly with the tall muscular tanned Kennedy. These images can influence the way people may vote if they are undecided.
People’s class can also come into play when voting, with PJ Pulzer saying that:
“Class is the basis of all British party politics, all else is embellishment and detail”
In Britain the main class groups are dived into: - “A, B, C1, C2, D and E” – These represent the class break down of the United Kingdom. Labour has traditionally always been a working class party, with the Conservatives obtain their main vote from the social class groups of A, B and C1. Yet this has changed over the recent years, with New Labour turning into a catch all policies party, and moving into the Conservative voting area. Yet it can be shown that although class is a factor, it also has no real voting pattern, Tony Blair was quoted saying:-
“We’re all middle class now”
When the Conservatives won the General election in 1992 a significant number of the “higher” social classes voted Labour and a significant number of the “lower” social classes voted Conservative. This shows that although class is an issue, it is certainly not a dominant one. It has been said that fewer and fewer voters think of themselves as a class.
The policies a President or Prime Minister has can be said to be the main reason a voter might vote for his or her choice. During the recent Presidential campaign George W. Bush was quick to point out that the public knew his view on subjects, for example his anti abortion and gay marriage, and pro war campaign against terrorism. President Clinton was famously quoted saying:
“It’s the economy stupid”
After being asked what his main policy was.
Also in Britain Labours “New Deal” plan was widely backed by the public claiming it would help solve job problems and stop the demand deficient unemployment problem in Britain
Party Identification and Party Affiliation also play a roll in dominating elections. In the UK Party Identification suggests that voters identify with a party at a young age and remain loyal to it in voting terms throughout their lives. The voter might in exceptional circumstances vote for another party. The reason for the early identification with one party tends to be social and economic.
This is not as common as it is with Party Affiliation in the USA. In the 2000 Presidential election, 74% of voters identified with one of the two major parties: 39% called themselves Democrats; 35% called themselves Republicans. In the presidential elections between 1952 and 2000, the party with that managed to gain the highest level of support from its own identifiers won 11 out of 13 occasions.
Thus in conclusion although it can be said that personality politics now dominate elections in UK and USA it is not the only contributing factor. Although candidates may have social event or people backing them to aid their progress it is not the main reason they are successful. The most recent example being Arnold Schwarzenegger, his rise to current status of Governor of California was partly due to his fame as an actor, but also due to the public liking his personality, aims and ambitions, it cannot ever be claimed he is the governor of California due to his famous line “Ill be back” or his ability to kill 5 people with her left hand alone. This information makes it clear that there are other factors that still influence and dominate elections, such as those listed above, like the media and social class.