Labour begins the year ahead but Cameron is still preferred to Miliband

First poll of the year gives Labour a 12-point lead but Cameron is eight points ahead as "the best prime minister".

If, as Harold Wilson said, a week is a long time in politics then two and a half years is an eternity. But that hasn't stopped commentators speculating about the result of the 2015 general election. In a notable piece for the Daily Telegraph just before the new year, former Tory MP and ConservativeHome executive editor Paul Goodman suggested that David Cameron should abandon any hope of winning a majority (an argument I made after Nick Clegg killed the boundary changes last August). His piece prompted a response from the energetic Conservative chairman Grant Shapps who, unsurprisingly, insisted that the race was from over and one from his ConHome colleague Tim Montgomerie, who argued that a Conservative majority, while unlikely, remained possible.

The first YouGov poll of the year offers evidence to support both arguments. Labour is on 43 per cent, 12 points ahead of the Conservatives (compared to a lead of just two at the start of 2012), a lead that, on a uniform swing, would see Ed Miliband enter Downing Street with a majority of 116 seats.

Poll leads, of course, can come and go. In February 1981, Michael Foot led Margaret Thatcher by 16 points. Yet aided by the "Falklands bounce" and the splintering of the centre-left vote, the Conservatives went on to win a majority of 144 seats in 1983. But even if the Tories chip away at Labour's lead in advance of the next election (as they surely will), it's hard to see them remaining the single largest party, let alone winning a majority. The Lib Dems' veto of the boundary changes means that Labour needs a lead of just one point on a uniform swing to win a majority; the Tories, by contrast, require one of seven. Since fewer people tend to vote in Labour constituencies, the party is able to win more seats with the same number of votes.

In the face of these daunting odds, one of the principal reasons why the Tories remain optimistic about their chances is David Cameron's consistent lead over Ed Miliband as the best prime minister. While Cameron's lead has narrowed since a year ago, when it stood at 24 points (41-17), he retains an eight-point advantage (33-25. Nick Clegg is on five per cent with "don't know" leading on 38 per cent). In the wake of his bravura conference speech, Miliband reduced Cameron's lead to four (31-27) but the gap soon widened again.

But this is a parliamentary system, you say, why should we care? The answer is that personal ratings are frequently a better long-term indicator of the election result than voting intentions. Labour often led the Tories under Neil Kinnock, for instance (sometimes by as much as 24 points), but Kinnock was never rated above John Major as a potential prime minister. A more recent example is the 2011 Scottish parliament election, which saw Alex Salmond ranked above Iain Gray even as Labour led in the polls. The final result, of course, was an SNP majority.

In an attempt to exploit Cameron's advantage over Miliband, the Tories intend to run a highly presidential campaign, asking the voters: do you want David Cameron or Ed Miliband as your prime minister? It's hard to see this overriding factors such as the collapse in the Lib Dem vote (which will gift Labour victory in scores of Tory-Labour marginals) but it is in Cameron, who remains more popular than his party, that Tory hopes continue to reside.

Thirty three per cent of voters believe David Cameron would make the best prime minister, compared to 25 per cent for Ed Miliband. Photograph: Getty Images.

George Eaton is political editor of the New Statesman.

Getty
Show Hide image

The economics of outrage: Why you haven't seen the end of Katie Hopkins

Her distasteful tweet may have cost her a job at LBC, but this isn't the last we've seen of Britain's biggest troll. 

Another atrocity, other surge of grief and fear, and there like clockwork was the UK’s biggest troll. Hours after the explosion at the Manchester Arena that killed 22 mostly young and female concert goers, Katie Hopkins weighed in with a very on-brand tweet calling for a “final solution” to the complex issue of terrorism.

She quickly deleted it, replacing the offending phrase with the words “true solution”, but did not tone down the essentially fascist message. Few thought it had been an innocent mistake on the part of someone unaware of the historical connotations of those two words.  And no matter how many urged their fellow web users not to give Hopkins the attention she craved, it still sparked angry tweets, condemnatory news articles and even reports to the police.

Hopkins has lost her presenting job at LBC radio, but she is yet to lose her column at Mail Online, and it’s quite likely she won’t.

Mail Online and its print counterpart The Daily Mail have regularly shown they are prepared to go down the deliberately divisive path Hopkins was signposting. But even if the site's managing editor Martin Clarke was secretly a liberal sandal-wearer, there are also very good economic reasons for Mail Online to stick with her. The extreme and outrageous is great at gaining attention, and attention is what makes money for Mail Online.

It is ironic that Hopkins’s career was initially helped by TV’s attempts to provide balance. Producers could rely on her to provide a counterweight to even the most committed and rational bleeding-heart liberal.

As Patrick Smith, a former media specialist who is currently a senior reporter at BuzzFeed News points out: “It’s very difficult for producers who are legally bound to be balanced, they will sometimes literally have lawyers in the room.”

“That in a way is why some people who are skirting very close or beyond the bounds of taste and decency get on air.”

But while TV may have made Hopkins, it is online where her extreme views perform best.  As digital publishers have learned, the best way to get the shares, clicks and page views that make them money is to provoke an emotional response. And there are few things as good at provoking an emotional response as extreme and outrageous political views.

And in many ways it doesn’t matter whether that response is negative or positive. Those who complain about what Hopkins says are also the ones who draw attention to it – many will read what she writes in order to know exactly why they should hate her.

Of course using outrageous views as a sales tactic is not confined to the web – The Daily Mail prints columns by Sarah Vine for a reason - but the risks of pushing the boundaries of taste and decency are greater in a linear, analogue world. Cancelling a newspaper subscription or changing radio station is a simpler and often longer-lasting act than pledging to never click on a tempting link on Twitter or Facebook. LBC may have had far more to lose from sticking with Hopkins than Mail Online does, and much less to gain. Someone prepared to say what Hopkins says will not be out of work for long. 

0800 7318496