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Labour must face up to Cameron's popularity

The party needs to understand the emotional and symbolic nature of Cameron's appeal.

As Labour takes a one-point lead in the polls, it is faced with a problem it doesn't want to address: David Cameron. Despite his U-turns and policy disasters, Cameron has been having a good crisis and Labour has been unable to lay a glove on him. His NHS own goal looks like a golden opportunity. But is it?

There are only two issues that matter up to the election: leadership and the economy. Labour has to win credibility on both to win back people's trust. Cameron outshines Nick Clegg and Ed Miliband as the popular choice for prime minister. He is seen as determined, competent and ruthless. In the hierarchies of a Southern-dominated English national identity, Cameron is an Englishman at home. He projects a familiarity and a patrician authority that give him an aura of historical continuity with the past. He is natural in his surroundings and looks as at ease in government as he does amongst his family and friends. Cameron connects with people.

Labour, still encumbered by its overly rationalist view of politics, cannot grasp the emotional and symbolic nature of Cameron's appeal. It's just PR. It's all lies. But to take on Cameron and win Labour has to understand his popularity and face up to why it is failing to connect with the public.

As Labour seeks to restore its economic credibility it risks focusing on the deficit to the exclusion of a wider story about the kind of country it wants to build. Labour's policy detail has to be woven into a story of national renewal. England will be the battle ground of the future. The Tory right know this - further devolution of powers to Scotland, Wales and the English regions will recast the Ynion and threaten Labour's position as a Unionist party. And yet Labour has not yet begun to tell its own nation-building story of England. It allows the image of a Conservative country to hold sway - with Cameron at its heart.

Cameron reinvented the Conservatives by stepping out of the Tory comfort zone and borrowing the language of ethical socialism. In a 2005 speech he set out the philosophy that put him on course to be Prime Minister. He had two core beliefs . The first is that, "the more power and responsibility people have over their own lives, the stronger they become, and the stronger society becomes". The second is "the conviction that there is not a single challenge we face that isn't best tackled by recognising the simple truth that we are all in this together." He went on to declare that, "our challenge must be to harness people's innate sense of duty, compassion and personal responsibility" - "there is more to life than money".

Cameron captured the mood of a country distrustful of Labour's impersonal, technocratic and statist politics. Labour refused to take his pro-social politics seriously. Seven years later and entangled in the compromises and mistakes of its time in government, Labour has neither seized hold of this politics nor exploited Cameron's failure to achieve it.

The economic revolution of Thatcherism that Cameron championed has ended in collapse. There is no Big Society because the Coalition defends the same failed short-termist, shareholder value economic model it condemns Labour for supporting. But Labour can't own up that it got the economy wrong and allowed too much licence to the City. Cameron is the bankers' friend, but Labour can't say that it made the same mistake. Cameron's time in office has contradicted his declaration that 'there is more to life than money', but what is Labour's ethics and philosophy of life after the bottom line? Cameron has no compelling story to tell about the future after the sacrifices of austerity. But neither has Labour.

Cameron's political skill and luck has secured him the centre ground. He has won, for the moment at least, public acceptance of his deficit reduction strategy. There has been a turn toward a more conservative sentiment in the country. And yet the Conservatives are not confident about winning the 2015 election. Despite Cameron's success, this is not a Conservative moment.

Neil O'Brien, Director of the Cameroon think-tank Policy Exchange is asked in an interview, "Where do the Conservatives still have to go?" His answer is the north. "The next big challenge is probably to go after a more working class kind of voter. The midlands and the north is where the next election will be decided." The coalition, however, has abandoned the north and the "working class kind of voter" to insecurity, unemployment and sinking wages. The working poor are paying the highest price for the recession. Even when the green shoots of recovery appear, as they might do this autumn, new jobs will not mean rising living standards. People will have to work hard just to stay afloat while the rich still take the lion's share of growth.

Cameron is not as good as he looks but Labour looks sunk in a state of suspended animation. Where's the brio? If Cameron can weather events and keep the coalition intact he has an opportunity to make Labour politically irrelevant. The Tories succeeded in achieving this in the last major economic crisis in the 1930s. The stakes are high. Labour needs to speak for the country not just the squeezed middle and yet attempts to frame a story of national renewal and a Labour England remain ghost-like. If Labour can't change the way it talks, it can't change what it wants to do. And it won't beat Cameron.

Jonathan Rutherford is editor of Soundings journal and professor of cultural studies at Middlesex University

34 comments

Anthony's picture

Iggy Pop describing your average Labour/Limp Dick voter (Slightly edited version) -

Here comes Johnny Yen again
With the liquor and drugs
And a flesh machine
He's gonna do another strip tease

Hey man, where'd you get that loan?
I've been working since I bought the gimmick.

Well, I'm just a modern guy.
Of course, I've heard that in my ear before.

I'm worth a million in prizes
With my torture film
Drive a G.T.O.
Wear a uniform
All on a government loan.

I'm worth a million in prizes
Yeah, I'm through with sleeping on the sidewalk.

No more beating my brains,
No more beating my brains,
With the liquor and drugs,
With the liquor and drugs.

saltyseadog1's picture

David Cameron popular,Que!!!!

FA's picture

Cameron isn't just connecting emotionally. He's a better leader and the British public usually vote for the better leader. Labour's problem is that they chose Ed Miliband over David Miliband because they thought Ed was a more leftwing version of David. Turns out that as well as being more leftwing he's not as good a leader.

Excuse me, Labour didn't choose Ed, the unions did.

As for narratives about capitalism, these don't win elections. And as it happens, the Tories are currently more reditributive in tax policy and more activist in interfering with the market than Labour was during its time in government under Brown and Blair (we have only ever had a 50% tax rate in effect since the colaition). Its not just Labour who can seek a shift in our socio-economic settlement; the Tories are doing it too. If 20th century history should show anything it is that Tories adapt.

sally's picture

Tory leaders always have an avantqge because most of the media support them. Cameron had to pretend the tories had changed. Saying there would be no major changes to the NHS. What a blatant lie that was. We are all in this together was another lie, but there you go.

Labour and Tory leaders have to move to the centre to get elected, but only Tory ones are allowed to move to their base once elected. That is because so much of the media is either right wing or intimidated by the right wing. Blair loved nothing more than attacking the left and playing to the right wing media.

David Dee's picture

Cameron popular ?? Please keep up to date. The Labour lead is now 4 points and growing daily and Cameron's rtreatment of the NHS has seen him slide and he, too , continues to do so on a daily basis.

Of course this news may not have reached you yet on planet Zog where you obviously got your qualifications. Funny culture on Zog I hear !!!!!

David Dee's picture

FA (I wonder what that stands for !!!)

Excuse me. The electorate did not make Cameron PM, Clegg did !!!!

Graeme's picture

Don't forget, Cameron lost the election.

And people are sick of ego driven leaders.

So, this doesn't impress me.

Mike S's picture

There will be a time when people tire of the gap between what he says and what he does as this continues to widen. This question of substance is where he is most vulnerable - the gap between the claimed consequences of his policies and the actual consequences is what the opposition should be exploiting more effectively.

Freeman2's picture

The English have been so beaten into submission since 1979 that they fawn over posh gits - first Blair, now Cameron. That's the problem with this servile little country.

Freeman2's picture

'If Cameron can weather events and keep the coalition intact he has an opportunity to make Labour politically irrelevant. The Tories succeeded in achieving this in the last major economic crisis in the 1930s.'

No, Labour succeeded in doing it to themselves by splitting in 1931. They did it again in 1981 when the Gang of Four split the party again. Now I wonder who is doing it this time?

C Baker's picture

The policies of all parties seem to be very similar. That's not necessarily a bad thing. I'm not a great lover of party politics. I'm glad if anybody from any party does something for the country that benefits us and makes sense.

However, i'm still waiting...

David Cameron is fortunate in that he is a good public speaker. Obama is also a good public speaker. They are mostly at ease when debating. Not everything they say is especially credible, but they are both adept at public speaking.

In a way Blair and Mandleson were good at this, but Brown was poor. It really seems to be a requirement for the job too. At present, Labour don't have a good public speaker. This may be a shallow way to assess politicians but it certainly helps if the public can listen to your voice without cringing too much.

Mizar's picture

And as we all know, governments lose elections - oppositions don't win them. And as voters survey the ruins of Britain, they will vote for anyone other than Cameron or Clegg.

Personally I don't care if Ed performs well or badly in PMQs.

I DO care if he supports (or doesn't support) the poor, the vulnerable and the dispossessed of this country. And I DO care if he buys Tory crap because he things opinion is supporting them - capping benefits is a good example. A wicked idea, and Labour should not touch it with a barge pole.

Lord Jimbo's picture

I often wonder foolishly I know what if Cameron was leader of the Labour party.

Conservative policies will always seek to ruin working people, which make up the bulk of the population in the UK.

Cameron's domestic test is Scottish independence, in foreign policy among the plethora of issues, it surely is about positioning the UK to benefit economically from the BRIC economies as Germany is doing.

Hugh Markey's picture

Remember that consummate PM Tony Blair. Outclassed and KO'd Johnny Major, the Brixton Boy, carried Billy Haig until the crowd bayed for blood, and then bambozzled Mikey the Dark Knight with the Ali shuffle and then put the lights out with his anchor punch.
Retired unbeaten! And yet there are still those on the Conservative side who question his record.
Cameron failed to catch Ed Milliband with a sucker punch early on and is now right-hand happy.
The PM is not a power-puncher and he's eating up that Milliband left-jab.
Ed's only one point ahead - but it's a home-town crowd and the ref knows it.
Ed's giving the PM the run-around. Reminds us of the 'What's My Name?' quiz hammered home by the Greatest on Ernie Terrell.
Bonuses - bang! Titles - boom. NHS - pow.
Wait for it, Ed. Just stick him and then lower the boom.
There's a lot to come. Energy fat cats! Sky-high rents at a time of recession/depression. Winter fuel allowance! Bus Passes! Whadda you got!

The Set-UP

ang's picture

Unless he's got a clever hairdresser, Cameron will be as bald as a coot by 20015 and that never goes down well with the electorate.

celeriac's picture

"He is seen as determined, competent and ruthless."

Sounds like the kind of man OTHER MEN find attractive. Not sure women would agree.

Tesco Shelf Stacker's picture

David Cameron is not a popular leader by any means - he has been a dissapointment to voters - even to his own party. But look at what is on offer as an alternative. Ed Miliband - another privileged creature of the poltical class who like David Cameron, has never known anything else but wealth and political power. We have an opposition party who on all real major issues that concern the public are in alignment with the Conservatives. An opposition that thinks that opposition to NHS changes is going to win them an election! The Tories and Labour are no longer distinct - the differences are minor and technical. The election is there for the taking - Cameron is unpopular with the public - and providing the public are offered an real alternative vision to Cameron and his Tory party... then 2015 is there to be had. Sadly the ideological gap today is not between Tory and Labour but between a remote political class that controls westminster and a disenfranchised public not given a political "choice".

maxinemf's picture

The question still remains though: if he is so popular, how come he did not win the election outright???

tomjoad's picture

This article has got the whole thing arse upwards.
Labours problem is not David Cameron but it's leader Ed Miliband.
The Tories cannot believe their luck that he was elected Labours leader.
But as usual with the Labour Party they will stick with a leader even if it means being anhilated at the next GE a la Micheal Foot.

Graeme's picture

That's the point, he isn't.

Bill's picture

Labour will never now win an election unless they use the Conservatives trump card; namely an understanding that large bureaucratic government will only ever produce champagne socialists. On top of that, any fool can see that the 150000 civil servants who will lose their jobs in Greece are part of the problem, and the solution is to remove them. Mindless bureaucracy has a real impact that the public are becoming aware of, because the job of bureaucrats, councilors, and anybody else who works for the state is to regulate and control. Or put another way, to stop anybody doing anything so long as they get their overinflated pension. This is the only concern of the bureaucratic great & good, but they seem to think the public can't see this despite the demise of Europe. Also given the huge number of well paid non-jobs, Labour would have to cut these parasites loose in order to win an election, and that will never happen.

Robert Taggart's picture

Liebore must face up to losing the next general election...
Red 'stupid boy' Ed simply has no credibility. As for Balls... his name says it alls !

Hugh Markey's picture

Seen Cameron at PMQs today. Flailing at Ed when hopelessly out of distance, Dave was pretty hoarse at the end of the session.
Hollering is all right when addressing the servants or possibly one's fag. Eton, wasn't it? It is certainly not the done thing when debating in the Chamber.

So Embarrassing

ISC's picture

The real problem is that the Labour Party is seen as an advocacy organisation for minority groups and privileged public sector workers.

Cameron ain't that popular

Paul Hillyard's picture

Go to Liverpool, Manchester, Leeds, Sheffield, Newcastle and see how popular he is.

Get out of the South East and see what most of the country thinks of him.
He's hated.

The Tories are no further on than in 2010 and are only showing near Labour because of the drop off in the Libdems.

35 or 36% is all they'll get again in 2015.

Gracie's picture

Er excuse me, but what popularity? People hate him (or hadn't you noticed?). This is now coming across on the doorstep very loud and very clear, and people are also noticing the vast number of blatant outrageous lies he tells.

Gracie's picture

@ sally
21 February 2012 at 23:46

Absolutely well said!

super huey's picture

Line them all up...
Cameron
Ed Millibandwagon
Ed Balls
David Milliband
Clegg

What a great choice selection?!

Cameron wins, best of a bad bunch I'd say.

David Dee's picture

But Hugh, it was not Cameron's fault.
Ed would not ask the right questions. It was obvious that Cameron had rehearsed the 'Risk Register' thingy in front of Sammy's teeth. Did you not hear the pleading (don't ask me difficult questions about the NHS.please ask me about the 'Risk Register', please ask me about the 'Risk Register, Please ask me about the 'risk Register'.

What an embarrassment our useless, powerless and pantomime PM is.

Nick, please feel sorry for him and put him out of his misery !!

Arturo Bandini's picture

And here I was thinking he came across as disingenuous and incompetent.

frances smith's picture

cameron is just seen as better than clegg or miliband, that is not popularity.

trying to be like him would be a mistake, what is really needed is a leader who is completely unlike him, or clegg, or miliband, or any of the oxford ppe politicians.

cameron is just using dog whistle politics to attract right wing working class voters, many of whom probably never vote anyway.

but he can only play that game for a while, as the reality is the largest past of the mess we are in was created by the financial sector, and that is an unavoidable truth, and cameron is too close to them, to take them on.

matthew fox's picture

Ed Miliband - another privileged creature of the poltical class who like David Cameron - not.

Ed Miliband's dad drove a bus, both milibands went through the state education scheme.

David Cameron is a public schoolboy who formulated his economic policy on the playing field of Eton.

People are seeing through Cameron non veto.

stevem1's picture

A one point lead? Labour has a 4 point lead in one opinion poll over th weekend. Labour lost an election due to its insistence on following the Washington Consensus. It will take a long tome for the voters to forget that. Milliband is not so popular but remember - Jim Callaghan was much more popular than Margaret Thatcher in 1979. The Tories won. An election is not a popularity contest between two people.

Zane's picture

"Ed Miliband's dad drove a bus, both milibands went through the state education scheme."

Yeah, Professor Ralph Miliband was a driver on the number 36, his missus was a clippie and Dave and Ed went to a sink school in Peckham.

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