General Election 2001 : Party Image
The changes in the image of the parties since last Autumn, as revealed in our poll published in The Times this morning, illustrate clearly why Labour seems to be winning this election so easily.
The changes in the image of the parties since last Autumn, as revealed in our poll published in The Times this morning, illustrate clearly why Labour seems to be winning this election so easily.
In October, Labour was had just hit rock bottom, and was struggling to retrieve its reputation after the petrol crisis. Although Labour's image was, even then, superior to that of the Tories on many of the aspects tested, it was by no means strong. Indeed, with an average of almost 30% saying that they thought each of the negative descriptions fitted Labour, while an average of only 15% picked the positive statements, the public was strongly critical.
| 160 | Conservative | Labour | Liberal Democrats | ||||||
|---|---|---|---|---|---|---|---|---|---|
| 160 | Oct | May | Change | Oct | May | Change | Oct | May | Change |
| 160 | % | % | % | % | % | % | % | % | +% |
| Positive | |||||||||
| Keeps its promises | 2 | 5 | +3 | 6 | 9 | +3 | 4 | 6 | +2 |
| Understands the problems facing Britain | 19 | 18 | -1 | 23 | 28 | +5 | 19 | 22 | +3 |
| Represents all classes | 10 | 8 | -2 | 18 | 24 | +6 | 23 | 21 | -2 |
| Looks after the interests of people like us | 10 | 11 | +1 | 11 | 21 | +10 | 9 | 11 | +2 |
| Moderate | 11 | 12 | +1 | 17 | 20 | +3 | 23 | 25 | +2 |
| Concerned about the people in real need in Britain | 12 | 9 | -3 | 19 | 21 | +2 | 20 | 19 | -1 |
| Has a good team of leaders | 7 | 7 | 0 | 13 | 25 | +12 | 11 | 8 | -3 |
| Has sensible policies | 14 | 15 | +1 | 17 | 27 | +10 | 24 | 27 | +3 |
| Professional in its approach | 11 | 13 | +2 | 11 | 19 | +8 | 11 | 14 | +3 |
| Average positive | 10.7 | 10.9 | 160 | 15.0 | 21.6 | 160 | 16.0 | 17.0 | 160 |
| 160 | |||||||||
| Negative | |||||||||
| Extreme | 14 | 12 | -2 | 6 | 3 | -3 | 2 | 2 | 0 |
| Will promise anything to win votes | 48 | 46 | -2 | 42 | 35 | -7 | 14 | 16 | +2 |
| Out of touch with ordinary people | 40 | 36 | -4 | 43 | 24 | -19 | 8 | 9 | +1 |
| Too dominated by its leader | 12 | 13 | +1 | 33 | 26 | -7 | 3 | 4 | +1 |
| Divided | 31 | 30 | -1 | 25 | 11 | -14 | 5 | 6 | +1 |
| Average negative | 29.0 | 27.4 | 160 | 29.8 | 19.8 | 160 | 6.4 | 7.4 | 160 |
| 160 | |||||||||
| No opinion | 13 | 10 | -3 | 8 | 7 | -1 | 38 | 30 | -8 |
| Net score (Av pos minus av neg) | -18.3 | -16.5 | 160 | -14.8 | +1.8 | 160 | +9.6 | +9.6 | 160 |
Look at the change now. Not only have Labour's averages improved, but on every single one of the fourteen criteria the party's image has moved in the right direction -- more people pick each of the nine positives, fewer pick each of the five negatives. Overall, the party now has a positive score. (So do the Liberal Democrats, but this is based on far fewer of the electors having an opinion either way.)
In October, Labour was vulnerable to its enemies, and the public were potentially prepared to consider criticisms of the party far more easily than praise. Now it has recovered its position, while that of the Conservatives is virtually as bad as ever.
On a different matter - a prize, perhaps, for the unusual sight of a politician quoting unfavourable opinion poll results without attempting to rubbish them? Charles Kennedy has apparently admitted during a BBC phone-in that the opinion polls indicated it is unlikely his party will win the election. (Source: Ananova)
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