Saving the Union: Conservatives and the 'Celtic Fringe'

The creation of devolved institutions in Scotland and Wales has forced the Conservative party to rethink its Unionism. At Westminster, the Conservatives have highlighted the anomalies of the devolution settlement and pressed for a rebalancing of the constitution. With the re-emergence of the West Lothian question in 2003, the Conservatives revived William Hague's proposal for 'English votes for English laws'. Fresh thinking on devolution is evident in the Scottish and Welsh Conservatives but they remain in the electoral doldrums. The Conservatives have taken tentative steps towards a 'new Unionism', but there are tensions between the focus on the 'English question' at Westminster and the efforts of Conservatives in Scotland and Wales to convince voters that they represent the interests of both the Union and their respective nations.     

Having One's Cake and Eating It Too: Cameron's Conservatives and Immigration

The May 2010 general election represented a change in tone on immigration and asylum policy for the Conservative party. Although its manifesto still contained a promise to limit numbers and expressed concern about the abuse of student visas, the Party's previous fixation with asylum seekers had disappeared. This article considers the rationale for these developments in the light of David Cameron's election as leader in late 2005 and his efforts from then on to reposition his party. Cameron's initial silence on this issue and his appointment of a moderate as immigration spokesman were part of an attempt both to shift the focus onto the economic impact of migration and, more broadly, to ‘decontaminate the Tory brand’ in order to gain ‘permission to be heard’ by small‐l liberals who were critical to the Party's electoral recovery but alienated by hard‐line stances. That said, immigration was never entirely forgotten even in this early period and was always seen, so long as it was carefully handled, as an issue capable of benefitting the Tories. As such, it was skilfully factored back into the Party's offer from late 2007 onwards. In government, the Conservatives may have the upper hand on immigration over their junior coalition partner, but this is no guarantee that they will be able to deliver the outcomes they promised     

His(Tory): why British History needs Conservatives

British academia today is overwhelmingly left-leaning in its political orientation and especially pro-Labour. This article examines what impact this is having on British political history. It begins by demonstrating just how recent this left-wing preponderance is and how, as late as the 1990s, there remained a strong grouping of right-leaning political historians. This, the article argues, helps in part explain the relative vibrancy of political history in that era compared to today. Turning to the advantages a larger number of conservative voices would bring to the sub-discipline, the article identifies how those on the right are more likely to subscribe to different methodological approaches, have different historical interests and be interested in different kinds of political questions from their left-leaning colleagues. Most of all, it stresses how political diversity would help historians of every persuasion better recognise the ideological frameworks that inform their own work.     

The Free Economy and the Schizophrenic State: Ideology and the Conservatives

This article focuses on Michael Howard's ideas to illustrate ideological developments within the Conservative party. It recognises that the ideas of a democratic organisation cannot be represented by the thoughts of a single individual, but Howard provides useful insights. He won the leadership unopposed in November 2003 partly because he seemed likely to perform well in debates with Tony Blair, but also because he offered the prospect of policy reform on a range of issues without a radical departure from the Thatcher legacy.
Soon after becoming leader Howard issued an unusually detailed statement of his beliefs. This showed him to be a convinced economic liberal, whose thinking has been heavily influenced by America. The main departure from Thatcherism is that he is even more antipathetic towards the state. This is difficult to reconcile with his support for UK 'sovereignty' within the EU, his hard line on law and order issues, and his insistence that there are no plans to privatise the NHS. It is unlikely to provide a platform for a significant Tory recovery.     

The Role of Marketing in Politics

ABSTRACT

Political marketing is an exciting new area. Research produced over the last decade has been pioneering in showing the applicability of marketing to politics. However, this article argues that the field now needs to move in a different direction if we are to reach political marketing's full potential. Political marketing needs a comprehensive approach: it can be applied not just to party-electoral behaviour but also legislatures, local government, the media, and public services, with both concepts and techniques from marketing, and an understanding from political science literature as well as management studies. The article, therefore, maps out the route to be taken to reach the end of the rainbow and the pot of gold that the political marketing field potentially offers.     

Money Matters: The Financing of the Conservative Party

The article examines the financing of the Conservative Party in the aftermath of the 2001 general election. An examination of the party's income and expenditure shows that pre-2001 patterns remain - the Conservatives are the poorer of the two main parties but continue to be the principal recipient of corporate and in-kind donations. However, the article also demonstrates that income rose sharply in the aftermath of the change of leadership in 2003, suggesting that this change may have stimulated donations. Also, as for other parties, questions of probity continue to arise following larger donations but, like Labour, the Conservatives oppose any caps on political giving.     

The Extra-Parliamentary Tory Party: McKenzie Revisited

This chapter almost coincides with the fiftieth anniversary of Robert McKenzie's British Political Parties , a study which contested that power in the Tory party was centralised in its Parliamentary leadership, with its constituency members having only a marginal influence. The chapter revisits McKenzie's analysis in the light of developments since 2001, particularly the victory of Iain Duncan Smith in that year's 'democratised' Conservative leadership contest.
The chapter argues that Duncan Smith's victory strengthened McKenzie's claim that democratised parties are seldom popular, and describes how IDS, ironically, spawned reforms that diminished his extra-Parliamentary supporters. But the chapter is also an updated reminder that McKenzie underrated grass root power in certain areas - notably candidate selection - and suggests a lesson from the Tories' short-lived revival under Michael Howard, namely that long-term party recovery requires an energised party membership as well as a competent party leader.     

Change in the Spatial Dimensions of Party Conflict: The Case of Japan in the 1990s

The political landscape of Japan changed drastically in the early 1990s with new parties forming, the main government party losing power temporarily, and the traditional rival parties forming a coalition government. This article examines how the spatial dimensions of party conflict changed according to surveys of the mass public. Contrary to theoretical expectations based on the stabilizing effects of party identification, we find that the structure of public attitudes toward the parties changed considerably as the party system changed. Abrupt changes in the party system were reflected in changed cleavage patterns. Independence increased during this period and changed from being perceived as a separate dimension to being seen as part of an anti-politics-as-usual dimension.     

The views of an advocatus dei: political marketing and its critics

This paper addresses 11 statements of criticism of political marketing. These statements represent the most commonly voiced issues and were collected from marketers and political scientists. While marketing theorists are more concerned with the state of political marketing theory, political scientists concentrate much of their criticism on aspects of political marketing management as it is experienced in practice. Each statement is discussed and general conclusions are identified. While presenting the personal opinion of the author (advocatus dei), these conclusions and statements concerning political marketing should foster critical discourse on issues such as political marketing management, concepts and ethics. Copyright © 2004 Henry Stewart Publications     

Weak and Ineffective? Reassessing the Party Political Leadership of John Major

Interpretations on the party political leadership of John Major are dominated by perceptions of weakness and ineffectiveness. This article examines his party political leadership by considering the relationship between, first, his political ambitions, and, second, his style of political leadership. When evaluating the political ambitions of Major, the article will demonstrate that he was ideologically agnostic and a political pragmatist. When examining his party political leadership style, the article will demonstrate, via an examination of his management of the European policy divide and his Cabinet management, that he was politically indecisive and an avoider of political confrontation. The article concludes, however, that perceptions of his weakness and ineffectiveness should be contextualised due to the following two factors: first, the constraints of inheriting an ideologically divided parliamentary Conservative party; and, second, the contrasting circumstances that ensured that his predecessor and successor appeared strong and effective, which have magnified perceptions of his weakness and ineffectiveness.     

Echoes of Butler? The Conservative Research Department and the Making of Conservative Policy

Although it remains a comparatively little known institution, the Conservative Research Department (CRD) has played an important role in modern British political history. The last few years have seen a remarkable revival in its fortunes. In several important respects, this revival echoes that of the Department under the chairmanship of Rab Butler following the election defeat of 1945. This article examines some of the parallels to be drawn between the experience of the CRD between 1945 and 1951 and between 2001 and the present. It concludes by drawing some general conclusions about how the Conservative party should develop policy when in opposition.     

Reluctant Coalitionists: The Conservative Party and the Establishment of the Coalition Government in May 2010

The Conservative party has been the real awkward partner in the Conservative‐Liberal Democrat coalition government because its backbench MPs have rebelled more frequently than their Liberal Democrat counterparts since May 2010. This reflected the fact that the Conservatives were reluctant coalitionists to begin with: they would have preferred to see a minority Conservative government, they had made far too many concessions to the Liberal Democrats, they had been bounced into accepting a coalition deal by a controlling party leadership, and they had lost out on those ministerial positions now held by Liberal Democrats. There was thus no great enthusiasm for the establishment of a coalition government with the Liberal Democrats in the parliamentary Conservative party in May 2010. Conservatives merely resigned themselves to an outcome which they had been given little opportunity to influence and which David Cameron had made it very difficult for them to reject.     

The internal‐external marketing orientation of a political party: social implications of political party marketing orientation

This paper attempts to examine and define marketing's role and significance in the political arena and understand the social implications of political marketing more appropriately. A case study was undertaken to examine a major Australian political party's marketing orientation using key facets of the Kotler and Andreasen (1991) typology of internal versus external orientation and the Kohli and Jaworski (1990) market orientation perspective. An examination of this nature has previously not been undertaken in the area of political marketing to explore the social marketing issues from the marketer's perspective. The findings indicate significant issues for parties and marketing researchers to consider in relation to marketing and market orientation of political parties. Copyright © 2001 Henry Stewart Publications     

Voting,non‐voting and consumer buying behaviour: non‐voter segmentation (NVS) and the underlining causes of electoral inactivity

This paper examines some of the issues and debates surrounding the voting and non‐voting of the UK electorate. It attempts to compare and contrast voter behaviour from both a political science perspective and a consumer buying behaviour perspective. In particular, the paper details the output of primary research into non‐voter behaviour and attempts to cluster these motivations and rationales into psychographic segments of non‐voting behaviour. Issues such as alignment and dealignment, social and inherited values are debated in detail, with particular attention being paid to party identification, issue voting and social determinant theory. The paper both challenges and supports previously presented arguments regarding political issues and voting. In addition, electoral turnout and voter participation are analysed and the consequences for democracy discussed. Copyright © 2003 Henry Stewart Publications     

The Branding of Candidates and Parties: The U.S. News Media and the Legitimization of a New Political Term

Political marketing research indicates that brands and branding are a robust aspect of politics. However, little is known of the broader cultural appreciation of political branding. Through a content analysis of major U.S. newspapers over a 40-year period, we provide evidence that the U.S. news media is increasingly aware of political branding. Moreover, we present a typology of media treatment that indicates that the national media in the U.S. increasingly perceive brands and branding in the public sphere as an innate, multifaceted, and effective part of modern politics.     

Priming the Parish Pump

Abstract

In this article we argue that the almost exclusive focus of political communications research on national political actors and agencies has led to an inadequate understanding of the functioning, the relevance, and the influence of local political communications strategies. This paper seeks to redress this neglect through exploring political marketing strategies of national political actors and agencies which have implications for local political communications; and political marketing strategies of local political actors and agencies and their implications for local political communications, with specific reference to the local newspaper coverage of the local campaign in the 2001 UK General Election. Drawing on a unique and extensive analysis of local newspapers' election reporting, combined with detailed interviews with journalists, editors, politicians and their agents, we argue that news management strategies enacted at a local level were characterised by an exchange relationship in which, although parties traded information for editorial space, the local news media retained a dominant role. Thus, although parties were, to differing degrees, successful in securing coverage of their candidates and policies, this success was always achieved in the context of local newspapers setting the broader agenda.     

The leadership dilemma: Examining the impact of strong leaders on parties

Party leaders are often regarded as crucial to a party's success. Successful leaders tend to be big personalities who dominate their party's organisation, policy development and electoral campaigns. But does that control come with a price? We test to see if such leaders damage their parties in the medium term. This happens because strong leaders might be ceded too much control of the party organisation, policy and electoral strategy. We specifically hypothesise that political parties will go through a period of leadership instability and electoral decline after strong leaders step down. Using a dataset with elections under party leaders in nine countries over a 25-year period, and a qualitative case study, we find some evidence for the theory, which should prompt further research of the question.     

Politics and Image: The Conceptual Value of Branding

This article argues that the brand concept is a powerful tool for understanding political images. It challenges typical economic versions of political marketing that tend to deemphasize the significance of communication, popular culture, and personality in politics and argues that the brand as a concept can bring together the economic and the aesthetic, rational choice and cultural resonance. It proposes a model of brand distinctiveness and argues that this may be useful both in the analysis of party communication and in the normative evaluation of that communication.     

Measuring Political Brands: An Art and a Science of Mapping the Mind

The field of political brands has developed a host of approaches and explored a variety of cases over the last years. However, less attention has been devoted to brand measurement—specifically efforts to construct a measure that attempts to explain the relationship between voters and parties. Against this backdrop, this article discusses how to measure a political brand by first selecting one part of the diverse brand concept for further investigation. Next, the two existing brand measures in the literature are evaluated, and the article proposes an alternative measure that underlines a stronger connection to the immense political science literature on voters and parties. Then, the three measures are compared by empirically investigating which measure is best at explaining voters' party sympathy. Here, it is demonstrated that the alternative measure seems to be the most valid and reliable construct when it comes to explaining voters' sympathy for a particular party. Finally, the proposed alternative measure is further validated in a representative sample (N = 2251), establishing a preliminary correlation between party brand and voter sympathy.     

Enoch Powell and the Conservative Party: Reflections on an Ambiguous Legacy

This article examines Enoch Powell's ‘Rivers of Blood’ speech in relation to the Conservative party. Powell's speech created an additional challenge to a Conservative party already weakened by the loss of the 1964 and 1966 elections and by the failure of the newly elected leader, Edward Heath, to impress his authority decisively on the party. Powell had some parliamentary support but his real following was concentrated in the Conservative grass roots. Powell lost the support of the liberal‐minded Shadow Cabinet; but after 1968 the Conservatives nevertheless moved to the right on the issue, especially after Mrs. Thatcher became leader in 1975. His speech has cast a long shadow as the party has sought to modernise in more recent times and to appeal to a more racially diverse electorate.