Angels in Plastic: The Liberal Surge in 1974

Abstract

Before the Liberal surge in 1974, survey research stressed that the Liberal vote was electorally volatile, socially representative, and negative in character. Data from 1974 indicates that the volatility of the Liberal vote owes more to the absence of a large core of stable Liberal voters than to any difference among parties in their ability to retain the votes of recent converts. Moreover, the small core of regular Liberal voters is unusually middle-aged and middle-class, socially very different from the larger and socially representative body of occasional Liberal voters. In the eyes of the electorate, the Liberal Party continues to have a diffuse image, largely devoid of any specific policy content. The Party benefited from dissatisfaction with the state of the country, but there is no evidence that an image of classlessness contributed to its electoral success. Moreover, while most Liberal voters did so for some positive reason, many of their reasons had more to do with style than policy, and the personalities of party leaders appear to have had much to do with moving people to consider—if not actually vote for—the Liberal Party.