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The New Image Of The Tories

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Most importantly, this reform successfully built the new image of the Tories, which humanized Thatcherite ruthless policies and make the Tories electable for another term. The European issue was the most problematic issue throughout Major’s governance. Polarized opinions divided not only the country, the Tories, but the cabinet itself. Major failed to manage the government to run effectively on European issues as the government motion had been opposed in parliament (Bale,2011; Cowley and Garry,1998). Yet, he successfully shifted the attitude of United Kingdom towards Europe from Thatcherite ultra-sceptic perspective or Labour’s Europhile perspective to somewhere in-between - while keeping in the European Community in order to gain …show more content…

His premiership style, along with his ability on managing foreign affairs, were highly praised by American President George Bush, as his accountability and his stress on cabinet consensus (Hennessey,2001, pp.441-443). Without Major’s administration, Thatcher may have made the situation worse by chaotic organization and communication within relative personals. When Major first stepped in as the Prime Minister, the election is only 18 months ahead. Worse, his predecessor was hugely unpopular with the government, the morale of the Tories was low as losing a bunch of safe seat by-election and electorates were tired on another term of ruthless Thatcherite rule. To handle that, Major decided to run the electoral campaign in a different way. He built up a cabinet based on their ability, not ideological preference, which including Hurd and Heseltine, his competitors in leader election, hoping to unite the ‘certain’ Conservative voters (Bale,2011). At the same time, Lamont’s pre-election budget, which cutting the bottom of the income tax, tried to pull swing voters to the Conservatives (Marr,2007, pp.484-487). Moreover, he managed to run a negative campaign on Labour’s capability on the economy, while remembering electorates the old labour fantasy – high tax and spending with a socialist ambition. This successfully pushes swing voters from labour to conservatives. He also invested on campaigning in marginal seats

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