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The politics of modernisation and manipulation
Author: Timothy Heppell

This book provides a new and distinctive interpretation on the political strategy of David Cameron as leader of the Conservative Party and Prime Minister. Rather than offering a chronological overview of his leadership, or a policy-based approach, the book assesses Cameronism via two themes – modernisation and manipulation. In terms of the modernisation the book will examine the following. First, how Cameron attempted to detoxify the negative image of the Conservatives. Second, how Cameron sought to delegitimise Labour as a party of government by deflecting the blame on austerity onto the legacy of Labour in office. Third, how Cameron used the Big Society narrative as a means of reducing the perceived responsibilities of the state. In terms of manipulation the book will evaluate Cameronism in relation to coalition government, and the exploitation of the Liberal Democrats will be examined, notably in relation to austerity, tuition fees and electoral reform. Cameronism will also be examined in relation the challenges to the existing political order by considering the demands for Scottish independence, and the rise of UKIP and the case for a referendum on continued European Union membership. Through this dual emphasis on modernisation and manipulation the book will provide an exploration of the key events and issues that defined the premiership of David Cameron, and a clear overview of his successes and failures as leader of the Conservative Party and Prime Minister. The book will be essential reading to those interested in British party politics and prime ministerial leadership.

Photographic allegories of Victorian identity and empire
Author: Jeff Rosen

The Victorians admired Julia Margaret Cameron for her evocative photographic portraits of eminent men like Tennyson, Carlyle, and Darwin. But Cameron also made numerous photographs called ‘fancy subjects’ that depicted scenes from literature, personifications from classical mythology, and biblical parables from the Old and New Testament. Julia Margaret Cameron’s ‘fancy subjects’ is the first comprehensive study of these works, examining Cameron’s use of historical allegories and popular iconography to embed moral, intellectual, and political narratives in her photographs. A work of cultural history as much as art history, this book examines cartoons from Punch and line drawings from the Illustrated London News; cabinet photographs and Autotype prints; textiles and wall paper; book illustrations and engravings from period folios, all as a way to contextualize the allegorical subjects that Cameron represented, revealing connections between her ‘fancy subjects’ and popular debates about such topics as biblical interpretation, democratic government, national identity, and colonial expansion.

Gillian Peele

1 David Cameron’s leadership and party renewal Gillian Peele Writing on the tenth anniversary of David Cameron’s victory in the Conservative leadership election, Paul Goodman, the editor of the influential online site ConservativeHome, noted that on some measures Cameron’s decade in the leadership made him the second most successful Conservative leader in the last hundred years (ConservativeHome, 6 December 2015). Yet, as Goodman’s article also un­­ derlined, there is a sense in which Cameron’s leadership remains puzzling and problematic: for many observers his

in David Cameron and Conservative renewal
Modernisation abandoned
Peter Dorey

3 Policies under Cameron: modernisation abandoned Peter Dorey Integral to the process of ideological revision and ostensible repositioning examined by Richard Hayton in the previous chapter, the early years of David Cameron’s leadership entailed a broad-ranging review of Conservative Party policy. Professing the need to ‘move on’ from Thatcherism and discarding the Conservatives’ apparent ‘nasty party’ image, Cameron immediately, upon being elected leader, initiated a systematic review of the Party’s policies, with the apparent intention of either modifying them

in David Cameron and Conservative renewal
The limits of modernisation?

The book explores the process of rebuilding the Conservative Party under David Cameron’s leadership since 2005. It argues that Cameron’s strategy was wide-ranging and multi-faceted and that it evolved through several stages from a coherent programme of explicit modernisation into a more diffuse set of reforms. This development was partly a result of changed thinking within the Party and partly because of the pressure of external events, especially the 2008 global financial crisis and the demands of coalition government between 2010 and 2015. It traces the different elements of the renewal strategy – leadership initiatives, ideological reconstruction, policy reappraisal and enhanced electoral appeal – and it identifies the constraints on implementing Party renewal that occurred as a result of opposition from within the Party, including the parliamentary Party and the grass roots membership. It also explores the extent to which long-standing intra-party fissures, especially over Europe , exacerbated difficulties for the leadership. The book shows that the process of renewal has been through a number of stages and that its progress has been indirect rather than linear. It suggests that, although the renewal project has been relatively successful in some respects including the return of the Conservatives to government, the extent to which it has created a new Conservative Party remains contested and the Party continues to display a dangerous disunity.

Tim Bale

12 The oratory of David Cameron Tim Bale Even David Cameron’s detractors would acknowledge that he possesses excellent presentational skills and that he performs effectively across the range of speaking opportunities that the twenty-first century offers its top politicians. Certainly, at PMQs in the Commons, Cameron gives as good as he gets and has done so right from his very first day in the job (YouTube, 2010a). He is also capable of delivering pitch-perfect speeches in the House on other occasions, particularly when they call for a bipartisan approach, as

in Conservative orators from Baldwin to Cameron

How do leading Conservative figures strive to communicate with and influence the electorate? Why have some proven more effective than others in advancing their personal positions and ideological agendas? How do they seek to connect with their audience in different settings, such as the party conference, House of Commons, and through the media?

This book draws analytical inspiration from the Aristotelian modes of persuasion to shine new and insightful light upon the articulation of British conservatism, examining the oratory and rhetoric of twelve key figures from Conservative Party politics. The individual orators featured are Stanley Baldwin, Winston Churchill, Harold Macmillan, Iain Macleod, Enoch Powell, Keith Joseph, Margaret Thatcher, Michael Heseltine, John Major, William Hague, Boris Johnson, and David Cameron. Each chapter is written by an expert in the field and explores how its subject attempted to use oratory to advance their agenda within the party and beyond.

This is the first book to analyse Conservative Party politics in this way, and along with its companion volume, Labour Orators from Bevan to Miliband, marks an important new departure in the analysis of British politics. It will be of particular interest to students of Conservative Party politics, conservatism more broadly, British political history, ideologies and party politics, and communication studies.

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Timothy Heppell

Enoch Powell once famously said that ‘all political lives end in failure, because that is the nature of politics’ (Powell, 1977 : 151). Those words seem most apt when we consider the political career of David Cameron. For all his apparent success as a politician, he will be forever remembered as the Prime Minister who called a referendum on continued European Union (EU

in Cameron
The rise of multi-party politics
Timothy Heppell

The aim of the second part of the book has been to explore Cameronism as political manipulation. Chapters 5 and 6 have done so by examining the dynamics between the coalition partners between 2010 and 2015. Chapter 5 considered how Cameron and the Conservatives outmanoeuvred Clegg, and his Liberal Democrat colleagues, in terms of the negotiations regarding policy and personnel. Chapter 6

in Cameron
Restyling and reconstructing Conservatism
Timothy Heppell

This chapter is concerned with how Cameronism evolved, from opposition and into coalition government, in terms of internal party change. The starting point for this analysis is to recognise that in marketing terms the Conservative Party were toxic when Cameron inherited the party leadership, and that their image problems constituted the central obstacle to electoral recovery. Cameron

in Cameron