Voting Behaviour - Short-Term Factors

Image of Party Leader:

• Jeremy Corbyn: Labour Party leader in 2017 and 2019 elections, faced popularity challenges.
• Brexit Impact: Corbyn's stance on Brexit aimed to appeal to both Leave and Remain voters, influencing the 2019 election.
• Public Perception: Ipsos Mori highlighted Corbyn as the most unpopular opposition leader in their 45-year polling history.
• Leadership Impact: Lord Ashcroft Polls indicated only 31% believed Corbyn would make the best Prime Minister.

Positive Personal Image:

• Ruth Davidson: Former leader of the Scottish Conservatives, known for creating a positive personal image.
• Election Impact: Secured the second position in the 2016 Scottish election, attributed to Davidson's personal appeal.
• Media Performance: Strong TV debate performance during the Scottish Parliament elections and the EU referendum.
• Social Media Influence: Effective use of social media, maintaining a strong following even after stepping down as leader in August 2019.
• Post-Leadership Role: Continued influence as the party leader in Parliament from August 2020 until the 2021 election.

Single Issue Voting:

• Scottish National Party (SNP) Example: Voters seeking independence may support SNP, despite differing policies.
• Green Party: Environmental concerns can drive voters to support the Green Party.
• UKIP Influence: In 2015, UKIP gained support due to its anti-EU stance, influencing David Cameron to offer a Brexit referendum.
• Political Decision Impact: UK's decision to leave the EU resulted from the influence of single-issue parties like UKIP.

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Voting Behaviour - Short-Term Factors

Modern Studies

Conclusion:

• Short-term factors, including the image of party leaders, personal appeal, and single-issue voting, play a crucial role in influencing the voting behaviour of less committed or undecided voters during specific elections. These factors showcase the dynamic nature of political decisions and their impact on electoral outcomes.