Study title

Abstract copyright UK Data Service and data collection copyright owner.

The purpose of this study was to collect data about the first-time elector, whose attitudes towards, exposure to and response to the flow of campaign communications during the 1970 and the 1974 General Election were examined in the context of political outlook, role and social situation.

Main Topics:

Attitudinal/Behavioural Questions
Interest in the election campaign, final perceptions of the political parties and impression of the three main party leaders (according to 7 fixed scales). Attitudes towards the presentation of information during the election campaign and towards the issues that may face the new government. Knowledge of Conservative promises made during the campaign, general political knowledge, active participation in the election campaign and party identification. Assessment of the respondent's sense of political efficacy, respondent's reference groups. Opinions on: the citizen's duty to vote, Powellite views on immigration, the raising of the school leaving age to 16, whether the parties faced up to the real issues facing the country in the election, whether the parties offered the electorate a choice and whether lowering the voting age to 18 had made politicians pay more attention to the view of young people. Exposure to the campaign in many sources was particularly noted: in television (party broadcasts, news, other current affairs programmes); in the press; on the radio; and through conversations with others (friends, family members, etc.). Respondent's evaluation of media coverage of the election was also sought.
Background Variables
In addition to the background data gathered for 70015, class identification, type of home tenure and whether respondent voted (party voted for).