Appeal and Support
This chapter assesses the nature of the Conservative Party's appeal, and the language and methods by which this was communicated to the public. This includes the image projected by the party, the role of the press and media, political campaigning, and the use of propaganda. The second part of the chapter explores the patterns of Conservative electoral support, through a unique linkage of the constituency electoral results with economic and social data derived from the occupation tables of the 1931 census. It constructs an economic and social profile of the Conservative vote, and explores aspects such as plural voting, the middle class vote, support from women, the working class vote, and looks in detail at the results of the general elections from 1918 to 1945.
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