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His ability to seem dignified and relaxed on the world stage and to be seen as representing key conservative values was significant. However, the counter view is that it also led to slips and inconsistencies and overall his personality was less important than some of the substantive policies he pursued and the lack of appeal by his opponents.\n\nArguments for policies rather than personality might focus on the popularity of deregulation and the linking of free market policies with traditional conservatism together with the evident prosperity seen in many economic areas by 1984. The ideology of his foreign policies also had electoral impact and the clear direction that his policies had could be seen to be a contrast to those of his opponents. 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In the end tax cuts were popular and his effective communication of conservative ideas without in practice doing too much to cut welfare maintained his support among his 1980 supporters.", "totalMarks": 30, "answerPoints": [ { "type": "", "point": "\n \n

Elements of his personality that might be assessed include his easy charm and his effective speaking style in front of the cameras. Sly self-deprecation and a sense of humour was coupled with the conveying of sincerity. His ability to seem dignified and relaxed on the world stage and to be seen as representing key conservative values was significant. However, the counter view is that it also led to slips and inconsistencies and overall his personality was less important than some of the substantive policies he pursued and the lack of appeal by his opponents.

Arguments for policies rather than personality might focus on the popularity of deregulation and the linking of free market policies with traditional conservatism together with the evident prosperity seen in many economic areas by 1984. The ideology of his foreign policies also had electoral impact and the clear direction that his policies had could be seen to be a contrast to those of his opponents. The recovery of the US international standing, economic policies which tapped into views of individual freedom and seemed to be working and gained the support of a revived right might argue that it was more than personality.

In 1980 Reagan achieved considerable success, winning 51 percent of the vote to Carter's 41 percent. Reagan won 489 electoral votes to Carter's 49. Reagan's style was relaxed, open and optimistic. But his populist manner did lose him support early in the campaign when he spoke in favour of states' rights in the south, called Vietnam 'a noble cause' and seemed to support Creationism and a ban on Darwinism in schools. Only when he focused on effective criticism of Carter and used his natural speaking gifts to push home clear messages did the polls turn in his favour. The support of the Religious Right, too, was more based on Reagan's conservative views than his Hollywood manner.

By 1984 it was more a matter of Reagan's record as president and by then the economy had recovered and Reagan could be optimistic. More by heavy defence spending than free market economics there was a sense of prosperity which Mondale found it hard to combat. For many. Democratic social attitudes and policies were not popular; his selection of a female running mate was still quite divisive and Reagan managed to turn the age issue deftly aside by saying he would not make his opponent's youth and in inexperience an issue. However, Reagan had made some slips and had shown signs of poor argument, for example in not effectively refuting charges that he opposed Medicare. In the end tax cuts were popular and his effective communication of conservative ideas without in practice doing too much to cut welfare maintained his support among his 1980 supporters.

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Evaluate the role of Reagan’s personality in his electoral successes.

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