The 1981 Elections and the Changing Fortunes of the Israeli Labour Party

ONE OF THE INNOVATIONS OF THE 1981 ELECTIONS IN ISRAEL which caught the eye, was the frequent use of ‘this time’ in campaign slogans. ‘This time only the Labour Alignment!’ ‘This time the Likud!’ shouted the slogans from all the billboards. This is an appeal to political support based on a short-term time perspective. This appeal differs greatly from that which characterized the Israeli ideological, mass-membership parties in previous periods.The change in party slogans is a response to changes in the electorate. These changes in the electorate are most clearly reflected in the magnitude of the ‘undecided‘ vote and of its oscillation between different parties. The ‘undecided’ vote which used to be very low, amounted to about 40 per cent according to polls made in 1977 in the preelection period, and to about 30 per cent in the period preceding the 1981 elections. Moreover, the polls pointed to a particularly great oscillation of the electorate in the pre-1981 election period: the political forecast in December 1980 was around 60 Labour seats and around 28 Likud seats. In the beginnin of June 1981, the pendulum swung. The forecast for Labour fell to 30-33 seats while of Likud rose to 47 or even 49 seats. In the elections the race between Likud and Labour was very close. The results were 47 to Labour and 48 to Likud (as against 32 Labour and 43 Likud in 1977

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