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This article elaborates a model of social democratic and conservative discourses in relation to access, financing, management, and results of higher education. The model is contrasted with the position of the Conservative Party and the Labour Party in the United Kingdom from the late 1970s to 2010 as expressed in their electoral manifestos. The findings show how the ideological differences between parties diminished over time, although not uniformly across themes. Explanations for this trend are provided through examination of the role of electoral institutions and "median voter" and "political partisanship" arguments. [ABSTRACT FROM AUTHOR]