Valence issues are when there isn’t significant disagreement between parties and therefore voters choose based on which party they think is going to be the most effective in government. Leadership and competence are key to this. This essay will accept the view that valence factors are the most important factors determining voting behaviour in UK elections.

The media no longer has a decisive impact on the outcome of elections. The impact of the media has declined through the decreased use of broadcast and print media with voters instead influenced more by the policies and leadership of politicians as well as their own demographics.