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The Politics Shed- A Free Text Book for all students of Politics.
Party leaders are often the most recognisable figures in their political parties, and for major parties, they are seen as potential future Prime Ministers. It’s important that they communicate effectively in interviews and are viewed as credible national leaders. Tony Blair and David Cameron are examples of leaders who transformed their parties, making them stronger opponents to the government before going on to win general elections after long periods in opposition. Both focused on reforming their parties, changing direction, and updating their image—Blair notably removed the Socialist Clause 4 from Labour’s constitution, while Cameron’s “hug a hoodie” remark helped soften the Conservatives’ stance and move towards One Nation politics. Keir Starmer’s reputation as a competent, honest leader contrasts with the string of unsuccessful Conservative leaders before him. While Jeremy Corbyn was admired by many within Labour and even some Conservatives, non-aligned voters often didn’t see him as a credible Prime Minister. Some leaders have failed to present themselves as viable candidates, such as Iain Duncan Smith, who was ousted in 2003 without contesting a general election due to concerns about his appeal to a broad electorate. The perceived failures of Theresa May, the chaos and scandals under Boris Johnson, and the brief, troubled tenure of Liz Truss likely all contributed to the 2024 defeat.
John Major faced and survived two significant confidence votes: one in 1993 over the Maastricht Treaty, where his government won a key vote, forcing Eurosceptics to back down temporarily, and another in 1995, when he challenged his party's Eurosceptics by calling a leadership to reelect himself, contest, which he won decisively, though it exposed deep divisions, ultimately contributing to his party's loss in 1997.
He was also recorded on an open mike describing several members of his vbinet as the 'bastards'.
Party unity is crucial, as divisions within a political party can be especially damaging. Such splits are often highlighted in the media and tend to be unpopular with voters. Disunity suggests the party may struggle to form a strong government, while defections, internal conflicts, or parliamentary rebellions can harm its credibility. For example, repeated defeats under Theresa May were partly due to these issues. In contrast, during the 2019 general election, the Conservative Party rallied around the clear slogan “Get Brexit Done,” projecting unity, while Labour appeared divided and uncertain about its Brexit stance.
A party’s effectiveness in opposition can play a big role in its chances at the next general election. If they can present themselves as a credible alternative to the current government, show unity, and offer a clear set of policies, they’re more likely to succeed. The Conservative Party struggled to gain credibility in opposition until David Cameron became leader, with internal divisions only temporarily hidden by the Coalition. Before winning in 1997, Tony Blair’s strong performances at PMQs highlighted the weaknesses and divisions in John Major’s government. Similarly, in 2019, Labour was seen as divided and led by an ineffective leader.
Election campaigns have grown more important with greater party and class dealignment and a more volatile electorate, many of whom decide at the last minute and are open to persuasion. A strong slogan, clear policies, a charismatic leader, and an efficiently organized campaign can sway floating voters. With fewer constituencies truly contestable and many outcomes already predictable, the results may hinge on just a few thousand votes nationwide. In 2019, Labour’s unclear Brexit stance contrasted with the Conservatives’ clear “Get Brexit Done” message, leading to a heavy Labour defeat. In 2024, Rishi Sunak’s rain-soaked election announcement seemed to signal a chaotic, lackluster campaign, and photo-op missteps—like being placed next to a car that wasn’t his—sparked discussion about his wealth and perceptions that he was out of touch with voters.
Gordon Brown -From the Iron Chancellor to Mr Bean:
The dramatic decline in Gordon Brown's public reputation during his transition from a dominant Chancellor of the Exchequer to Prime Minister. Mr Bean: This nickname was famously coined by Sir Vince Cable, then-acting leader of the Liberal Democrats, during Prime Minister's Questions (PMQs) on November 28, 2007. Cable remarked that the House had noticed Brown's "remarkable transformation... from Stalin to Mr Bean" Indecisvness over calling an election and poor perfromance at PMQs
The famous phrase from American politics, coined by strategist James Carville in 1992, was “It’s the economy, stupid,” reflecting the idea that elections are often decided by economic conditions. Ronald Reagan famously asked, “Do you feel better off?”—a question many presidents have built campaigns around. In the UK, opposition parties often challenge governments by asking if people feel better off under their leadership, while governments insist the economy is improving. Harold Macmillan once said the thing he feared most in politics was “events, dear boy, events,” highlighting how unforeseen circumstances can shift political fortunes. For example, the Falklands War transformed Margaret Thatcher’s unpopularity into a victorious image in 1983. Conversely, the pandemic exposed Boris Johnson as incompetent and morally corrupt, while the Iraq War in 2003 damaged Labour’s credibility and Tony Blair’s popularity, despite his 2005 win, which came with a promise to step down. Ultimately, both the economy and unexpected events—and how they affect people’s sense of prosperity—play a major role in any party’s success, no matter how charismatic its leaders may be.
Political parties have become increasingly aware of the need to use the media effectively. While coverage in traditional media remains important, its influence is declining, and parties have turned to social media with greater skill and sophistication. Media expertise is now highly valued, with parties often hiring former journalists to manage strategies that focus on photo opportunities, controlling the narrative, and staying on message. In 1997, The Sun’s endorsement of Labour was seen as hugely significant, but by 2024, such endorsements carried less weight. More crucial was Labour’s “Ming Vase” strategy—deliberately doing and saying nothing that could distract from their simple message: they were not the Conservatives and instead offered competent, honest government. This approach meant avoiding any commitments that might be viewed as divisive or controversial.
An important role of political parties is creating policies—commitments to actions they’ll take if they form a government. Many policies are aimed at their core supporters or specific groups in the population, but some are crafted for broad appeal, often becoming the focus of election campaigns. For example, in 2019 the election was dominated by the single issue of Brexit. In 2024, Labour pledged not to raise income tax, National Insurance, or VAT—a promise that later became problematic in government, but resonated with voters who generally dislike tax hikes. Some Labour members may have recalled 1992, when the party lost an election they seemed poised to win after hesitating to rule out tax increases, a move the Tories branded the “double whammy.” In 2017, Theresa May’s plan to overhaul social care funding in England drew negative headlines and was dubbed the “dementia tax,” prompting a U-turn just four days after releasing the manifesto. The reversal appeared chaotic, hurt her credibility, and contributed to her losing her parliamentary majority in that year’s general election.
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