Show Hide image UK 3 November 2014 Ed Miliband must realise that next year’s election will be won on emotion The Labour leader needs to appeal to human feeling to truly unite the United Kingdom, and be in with a chance of electoral success. Print HTML The picture for Labour in Scotland is looking bleak. Latest polling from Ipsos Mori has found that 52 per cent of Scots will be voting for the SNP in next year’s general election, with only 23% intending to back Labour. No fewer than 12 Labour constituencies voted Yes in September’s Scottish independence referendum and Nicola Sturgeon has taken the reigns as First Minister with renewed vigor, with SNP membership tripling since the vote. Last week, it was estimated that Labour would lose 15 seats to the SNP. Now it could be as many as 36 of their 41 seats – a historic moment of major catastrophe in British politics. Without strong support in Scotland, Labour will face a humiliating defeat come May. The Scottish issue should be of concern to the entire party, not just those in the region, as it could very well lose Labour the election. We know that modern-day politics is all about emotion. The surge of support for the SNP is evidence of this. Next year’s election will be won on human feelings. The emotional momentum that used to be the domain of the left has now seeped into the whole of mainstream politics. The No contingent in the referendum campaign realised this only at the last moment, saving the Union by the skin of their teeth. The Yes had all the good songs, all the best soundbites, until the usually-sullen Gordon Brown erupted into righteous, Calvinistic anger at the prospect of the Union being torn asunder. Finally, here was a rhetoric that is at the level of the issues at stake. This is what Labour needs to do to give itself a chance of victory in May. Making a last-dash attempt to squeeze over the 35 per cent line is a suicidal strategy, one which will alienate much of the electorate and even the party faithful. Politics is about emotion and the performance of emotion. Labour must pull out all the stops to appeal to the emotions of the electorate, not through any kind of manipulation or sentimentalism, but through talking clearly, coherently, accurately and passionately about the issues at stake. It is a myth that London doesn’t care about Glasgow and that the Labour Party in Westminster treat Scottish Labour as nothing more than a branch office. But this is a dangerous myth, one that many people across the UK believe to be true. The reason why so many people put stock in this myth is because it echoes a deep-seated belief that the political ‘centre’ or elite are cavalier or even apathetic to the fringes. The only way to counter damaging myths is with strong performance. You do not allow anyone to suspect that you may go back on promises already made (for example, on devolution), another powerful and damaging myth, or that you do not listen to those outside London. Ed Miliband has defended against leadership attacks within his own party by developing a narrative of a party united. He now needs to do more to make this a national narrative of a country united, one that includes Scotland and persuades the electorate and party supporters that they are and will be listened to by Labour. As leader of the Labour Party, Miliband must be a strong, rallying figure and get on stage and perform this, alongside a renewed and preferably federal Scottish Labour Party and some real policies about reducing poverty and income disparity and involving people in politics. The United Kingdom is our national story, one which has emotional resonance with us all. My mother – a Glaswegian – and my father – a Dubliner – met in London as young British workers. This emotional appeal of Britishness must be used by Miliband to illustrate the essence of a properly United Kingdom. Miliband must make the Scots want to elect a Labour government in 2015. Without Scotland, Labour will fail in May. Miliband must tell the Scots why those 40 MPs are needed, both for Scotland and for us all. John Gaffney is professor of politics at Aston University and co-director of the Aston Centre for Europe. He is currently completing a two-year study of UK political leadership, with a focus on the narrative of Ed Miliband’s leadership. › The Manchester model: we must be ambitious for our cities John Gaffney is the co-director of the Aston Centre for Europe, specialising in French politics and the discourse of leadership. Subscribe More Related articles Reading Speaking Out, I found myself agreeing with Ed Balls Word of the week: Jeremania How do I join the Conservative Party?