There has been an increase in rational voting in the last few elections. This is where voters vote for a party according to issues or the performance of a party. In the 2005 election, the main issues were Britain’s involvement in the Iraq war and the state of the NHS.
Voters can also be influenced by the personality and image of the party leaders. The use of ‘spin doctors’ and ‘image makers’ shows that the politicians believe that this is an important factor. Blair was considered to be ‘charismatic’.