2007 Federal Election Case Study

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On the 24th November 2007, the Australian Labour Party (ALP) defeated the Liberals National Coalition to become the new national government. The Labour Party received a huge increase in support and ended a 11 year defeat for becoming the new government. Many factors resulted in this, including institutional factors, long term, medium term, short term and the media. Although after studying the 2007 Federal elections closely it becomes clear that medium term factors influence the outcome most. Election results in Australia always reflect the voting system. All elections are competitions between the two most dominant parties, Labour and Liberal. The use of single member electorates in the House of Representatives makes sure that major parties…show more content…
Howard’s leadership was based on ‘strong leadership,’ strong leaders claim that they can create national unity amongst other things. This is how Howard won the 2001 and 2004 elections. In 2007, John Howard lost the election because the voters failed to see him as the best leader. By March 2007, Rudd had the best poll results ever for an Opposition leader. This was because the government had problems with their policies and mandates, also because voters believed that John Howard had been Prime Minister for too long. The Labour Party also used negative campaigning by labeling Howard as a ‘clever politician,’ implying that he cannot be trusted. Rudd also represented new leadership and a change for the voters, he was also very careful to avoid policy controversies. In the 2007 Federal election, the whole year became a ‘phoney campaign’ meaning that the Labour government maintained a strong polling lead over the incumbent government. When John Howard called the election on 24th November which was the almost last possible date, the incumbent government was trailing 6-8% in the polls, Howard set a longer than average campaign of 39 days in hope of making up lost ground in the campaign…show more content…
The International Audit Office made clear that politicians were interfering in the government’s regional grants program which implied that there had been political corruption. Three days before polling day, Liberal campaigners in the seat of Lindsey were caught distributing fake pamphlets which lead voters to believe that the Islamic Radicals supported the Labour Party. The media was a significant part of the 2007 elections in two ways. The election highlighted that the impact of traditional media on elections was declining; this was clear on the fact that the newspapers predicted the complete opposite of the actual outcome of the election. It was clear that it had little to know impact. The 2007 election was the first election where the online media played a big role in the final results; this was in many forms, like, Politics blogs and forums, On-line media (YouTube), social network sites, candidate sites and more. The new media was more accurate with reflecting the voter’s thoughts and created a local perspective. On-line media such as YouTube and Facebook were used mostly by the Labour Party to promote leadership and its policies. Howards attempt at using these sites were a failure compared to Rudd, as Howard was impersonal with his websites etc. Through use of media like the internet, the younger generation enrolled more which became votes to the Australian Labour
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