In the 1960s, as for a century past, the behaviour of the electorate was shaped by generalized attitudes and beliefs about the parties far more than by any specific policy issues. People respond to the parties to a large extent in terms of images they form from the characteristics and style of party leaders and from the party’s association, intended or not, with the things governments may achieve. The importance of such images has been recognized since Graham Wallas’ day, and the terminology of party images moved from academic to popular discussion in Britain in the later 1950s.1
KeywordsParty Leader Labour Party Semantic Differential Conservative Party Party Newness
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