Party policy positioning: the New Zealand Labour Party in opposition 1990-1996

Abstract

In 1990 New Zealand's Fourth Labour Government lost office in a landslide to the National Party. Between 1990 and 1996 the party conducted a process of policy renewal akin to that undertaken by social democratic parties in other countries. It sought both to reconsider its fundamental values and policies and to go some way to rebuilding its voter base. This study sets out four models of party policy positioning and then applies these models to the case of the New Zealand Labour Party in opposition between 1990 and 1996. The key aims are to draw some conclusions about the predominant influences on Labour's positioning, and to assess which of these models best explains the positioning of Labour during the period under study. Four models are presented, each of which offers a particular explanation of the key influences on party policy positioning. The first model is the Voter-centred model, which argues that parties position themselves primarily to suit the preferences of voters. Second, the Party-centred model asserts that its origins and traditional philosophy and values are of most influence on a party. Third, the Society-centred model argues that a party's behaviour can be explained by the need for it to adjust its policies so as to maintain relevance in contemporary economic and social conditions. Finally, the System-centred model views the systemic and institutional conditions in which a party functions as the primary influence on its positioning. The predominant influences on the New Zealand Labour Party varied throughout the period. Between 1990 and 1993 the party sought to reassert its identity as a social democratic party and re-focused on its traditional policies and the views of party members. At the same time, however, it was keenly aware of the need to maintain relevance in a changing society and this affected its actions. As time progressed this societal influence became uppermost in the party's mind. Perhaps most surprising is the limited influence that the new electoral system and the evolving multi-party system appeared to have on Labour's policy positioning. In adjusting to the new system Labour did not alter its behaviour as much as is usual according to previous studies of multi-party systems. The System-centred model is therefore of least value in seeking to explain Labour's policy positioning during this period. Closer to 1996 it seemed that Labour sought to portray its policies as caring and rooted in the party's traditions, yet relevant and responsive to the needs of the modern, global economy. In this way it recognised the need to attract as many votes as possible. This positioning by the Labour Party was therefore best explained by the Society-centred model, although as the period 1990 - 1996 progressed the party increasingly appeared to employ vote-maximising measures, as its desire to regain office strengthened. Given the findings of this thesis it could be profitable to carry out further study on the impact of the political system and institutions on a party's positioning and on the type of appeal it makes to the electorate.