Voting Behaviour At UK Elections Is Determined More By Issues Of Personality And Image Than On The Basis Of Policies Or Performance In Office 
‘Voting behaviour at UK elections is determined more by issues of personality and image than on the basis of policies or performance in office’. Discuss.
In recent times it may be argued that personality and image has played a huge part in the voting behaviour of the electorate in the UK. The personality and image may refer to the personality of the party leader and how they present themselves in their campaign. This is a short-term factor and in a time where long-term factors are not said to play a huge role, as there is party de-alignment and a change in the class structure, perceptions of party leadership can play a huge role in determining voting behaviour. It may always have been recognised as a factor but now its influence may have grown because of media coverage that now covers election campaigns. The media covers heavily on party leadership and this factor is now important in determining voting behaviour.
In the 2001 general election Tony Blair was deemed to be the most competent party leader and was believed to make the best Prime Minister. A poll voted Blair at 54% in a question asking ‘Who would make the best Prime Minister?’ and Hague only received 18% of the vote. Hague’s popularity rating rarely rose above 20% and Blair was the most popular party leader by a wide margin. Blair won this election and suggests that perceptions of party leadership may have an effect on voting behaviour.
Also, in the 2010 general election, televised TV debates with party leaders took place and these debates focused on the personality of the leaders and how they fared rather than the policies. Clegg was extremely popular in these debates and became much more recognised by the electorate. This helped the Liberal Democrats and may have been a contributing factor for their success at the general election where they formed a coalition government.
It is difficult to see whether personality and image is more important than policies and performance in office, as these play
In recent times it may be argued that personality and image has played a huge part in the voting behaviour of the electorate in the UK. The personality and image may refer to the personality of the party leader and how they present themselves in their campaign. This is a short-term factor and in a time where long-term factors are not said to play a huge role, as there is party de-alignment and a change in the class structure, perceptions of party leadership can play a huge role in determining voting behaviour. It may always have been recognised as a factor but now its influence may have grown because of media coverage that now covers election campaigns. The media covers heavily on party leadership and this factor is now important in determining voting behaviour.
In the 2001 general election Tony Blair was deemed to be the most competent party leader and was believed to make the best Prime Minister. A poll voted Blair at 54% in a question asking ‘Who would make the best Prime Minister?’ and Hague only received 18% of the vote. Hague’s popularity rating rarely rose above 20% and Blair was the most popular party leader by a wide margin. Blair won this election and suggests that perceptions of party leadership may have an effect on voting behaviour.
Also, in the 2010 general election, televised TV debates with party leaders took place and these debates focused on the personality of the leaders and how they fared rather than the policies. Clegg was extremely popular in these debates and became much more recognised by the electorate. This helped the Liberal Democrats and may have been a contributing factor for their success at the general election where they formed a coalition government.
It is difficult to see whether personality and image is more important than policies and performance in office, as these play