George Osborne and Michael Gove at the Conservative conference in Manchester in 2013. Photograph: Getty Images.
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The Tories are taking the morality war to the enemy

Cameron, Duncan Smith, Gove and Osborne are sincere in their desire for social emancipation. They must now find the words to express it. 

Now that the Great Recession is over, the Cameroons are returning to their radical roots. George Osborne recently spoke in favour of full employment. Just about every senior Tory is keen to address social mobility. A strategy is emerging. The Tories are determined to take the morality war to the enemy.

The modern economy has eroded Labour’s moral capital. The Marxists claimed that the rich drew their wealth from the surplus value created by manual labour. The Labour movement certainly drew much of its political capital from manual labour. If you examine Labour propaganda at least until the fifties, a lot of it is based on the injustice of workers toiling to support the idle rich. Those days are over. Bertie Wooster was abolished by the Second World War and post-war taxation.

British politics would look different if Alan Johnson were leading the Labour Party. He could still get a song out of the old tunes. But you cannot proclaim the glory of manual labour and the moral superiority of the proletariat from the coalfields of Hampstead or the steelworks of Kentish Town.

So why has the Tories’ moral deficiency appeared so insuperable? To some extent, it was Margaret Thatcher’s fault. That might seem paradoxical. In health, education and welfare, she did nothing to dismantle the architecture of a social democratic state. Those programmes were allowed to share in the proceeds of growth. She was accused of "cuts", yet there never were any cuts. Even so, the charge was not wholly unfair. Her political body language signalled a desire for cuts. She gave the continuous impression that Thatcher’s Britain was for the striving, the sharp-elbowed and the successful; no one else need apply.

Mrs Thatcher was often cloth-eared when it came to language, otherwise she would never have said that there was no such thing as society. Her injudicious comment drew attention to one of Thatcherism’s intellectual weaknesses: it had no theory of the state. Although Tories have never believed that the state should merely be anarchy plus the constable, the Lady came perilously close to validating that caricature, and to giving the impression that for her, the state was defence, the police and an unprivatisable residuum. Equally, she did nothing to reform either state education or welfare, which drifted along in a pre-Thatcherite sleepy hollow.

False impressions and linguistic slips did not matter as long as Labour was led by Michael Foot or Neil Kinnock. But when the party came up with a leader who was salonfähig in the living-rooms of middle England, the cuts legacy was toxic. Labour claimed that the Tories could not be trusted with the services on which ordinary families depend. Only Labour would defend them - without putting up taxes. It was a formidable platform.

During the Blair years, the Tory party often consulted focus groups and always depressed itself. Asked to draw a Labour politician, the groupers would come up with a slim chap in a dark blue suit talking into a mobile: very modern-looking. A Tory would be depicted as fat, in green wellies and tweeds, very unmodern-looking. So the Cameroons decided to tackle all this. As they had no intention of cutting the NHS, as David Cameron had spent night after night in Great Ormond Street hospital at his child’s bedside, they would proclaim their support for the NHS and for all public services. It helped that Mr Cameron and his team believed in social generosity and were determined to remove the obstacles to social mobility.

It also helped that the right spokesmen were in place. There is no more passionate believer in using education to bring opportunity to the poorest households than Michael Gove. At moments, in his intense desire to tear down the barriers to social mobility, Mr Gove can sound like a leftie.

In the Fifties, reviewing Tony Crosland’s The Future of Socialism, Roy Jenkins wrote that to him, socialism meant the relief of distress and poverty plus the removal of class barriers. The Cameroons would reply that they too are interested in those goals, which they can accomplish far more easily, because they do not have to deal with other socialist baggage, or the belief that the answers to social questions always involve a larger state.

The "big society" was an unfortunate phrase; it sounds sinister and Orwellian. If only the Great Society had still been available. But Cameronian conservatism is about social empowerment. This is most apparent in health and education. In the long run, it will also be true in welfare. That might seem a strange claim. How do you empower people by reducing their entitlements? There is a simple answer. Over the past few decades, the welfare state has increasingly lost its way. We have created an ill-fare state, in the form of a welfare aristocracy: families who believe that they have a hereditary entitlement to unemployment benefit. The greatest argument against promiscuous welfare is not the waste of money. It is the waste of people.

The Cameroons will have to deal with the charge of hypocrisy: that they are rich men who are pretending to be interested in the less well-off merely in order to defend their own interests. That should not be hard for them, for two reasons. First, most voters do not share Ed Miliband’s inherited enthusiasm for class warfare. Second, it is not true. Messrs Cameron, Duncan Smith, Gove and Osborne are sincere in their desire for social emancipation. They must now find the words to express it. 

Bruce Anderson is a political commentator

Photo: Getty
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UnHerd's rejection of the new isn't as groundbreaking as it seems to think

Tim Montgomerie's new venture has some promise, but it's trying to solve an old problem.

Information overload is oft-cited as one of the main drawbacks of the modern age. There is simply too much to take in, especially when it comes to news. Hourly radio bulletins, rolling news channels and the constant stream of updates available from the internet – there is just more than any one person can consume. 

Luckily Tim Montgomerie, the founder of ConservativeHome and former Times comment editor, is here to help. Montgomerie is launching UnHerd, a new media venture that promises to pull back and focus on "the important things rather than the latest things". 

According to Montgomerie the site has a "package of investment", at least some of which comes from Paul Marshall. He is co-founder of one of Europe's largest hedge funds, Marshall Wace, formerly a longstanding Lib Dem, and also one of the main backers and chair of Ark Schools, an academy chain. The money behind the project is on display in UnHerd's swish (if slightly overwhelming) site, Google ads promoting the homepage, and article commissions worth up to $5,000. The selection of articles at launch includes an entertaining piece by Lionel Shriver on being a "news-aholic", though currently most of the bylines belong to Montgomerie himself. 

Guidelines for contributors, also meant to reflect the site's "values", contain some sensible advice. This includes breaking down ideas into bullet points, thinking about who is likely to read and promote articles, and footnoting facts. 

The guidelines also suggest focusing on what people will "still want to read in six, 12 or 24 months" and that will "be of interest to someone in Cincinnati or Perth as well as Vancouver or St Petersburg and Cape Town and Edinburgh" – though it's not quite clear how one of Montgomerie's early contributions, a defence of George Osborne's editorship of the Evening Standard, quite fits that global criteria. I'm sure it has nothing to do with the full page comment piece Montgomerie got in Osborne's paper to bemoan the deficiencies of modern media on the day UnHerd launched. 

UnHerd's mascot  – a cow – has also created some confusion, compounded by another line in the writing tips describing it as "a cow, who like our target readers, tends to avoid herds and behave in unmissable ways as a result". At least Montgomerie only picked the second-most famous poster animal for herding behaviour. It could have been a sheep. In any case, the line has since disappeared from the post – suggesting the zoological inadequacy of the metaphor may have been recognised. 

There is one way in which UnHerd perfectly embodies its stated aim of avoiding the new – the idea that we need to address the frenetic nature of modern news has been around for years.

"Slow news" – a more considered approach to what's going on in the world that takes in the bigger picture – has been talked about since at least the beginning of this decade.

In fact, it's been around so long that it has become positively mainstream. That pusher of rolling coverage the BBC has been talking about using slow news to counteract fake news, and Montgomerie's old employers, the Times decided last year to move to publishing digital editions at set points during the day, rather than constantly updating as stories break. Even the Guardian – which has most enthusiastically embraced the crack-cocaine of rolling web coverage, the live blog – also publishes regular long reads taking a deep dive into a weighty subject. 

UnHerd may well find an audience particularly attuned to its approach and values. It intends to introduce paid services – an especially good idea given the perverse incentives to chase traffic that come with relying on digital advertising. The ethos it is pitching may well help persuade people to pay, and I don't doubt Montgomerie will be able to find good writers who will deal with big ideas in interesting ways. 

But the idea UnHerd is offering a groundbreaking solution to information overload is faintly ludicrous. There are plenty of ways for people to disengage from the news cycle – and plenty of sources of information and good writing that allow people to do it while staying informed. It's just that given so many opportunities to stay up to date with what has just happened, few people decide they would rather not know.