Narrative wins the day

(A brief break from objectivity)

The election was won and lost on narrative. The pundits focused all night on rhetoric, language, and communication, never for a moment on policy. The @Conservatives commitment to their story throughout their campaign has delivered them an unforeseeable majority. Here are 5 chapters of the simple, blunt and memorable narrative:

Labour’s Great Recession
Key rhetoric - crashed the economy, wrecked the economy, the mess we inherited, hard times, uncertain times

Placing the blame for the deficit at the feet of reckless public sector spending by Labour, not the global world recession.

Hardworking families
Key rhetoric - on your side, hardworking, you and your family, working homes, working people, working families, the good life, keep more of the money you earn, working parents

Casting @Conservatives as the party of the workers and Labour as the party of the metropolitan elite.

SNP ransom note
Key rhetoric - in her pocket, propped up by, hold to ransom, walk all over, keep hostage, force a direction, call the tune, dictate terms, call the shots, pull the strings, wear the trousers, dance to her tune

Labour as an SNP pawn (who's only interest is Scottish independence). A vote for Labour is therefore a vote to be controlled by Scotland.

EU in-out
Key rhetoric - give you say, have a say, in-out, tackle immigration, trust the British people

Blaming falling living standards on immigration and the EU, instead of public sector and welfare cuts at home. Other parties who aren't offering a referendum don't trust the British people to make this decision.

Competence v Chaos
Key rhetoric -  #longtermeconomicplan, back to square one, chaos, plan is working, recovery at risk, stick to the plan, secure a brighter future, strong economy, finish what we started, balance the books, path to prosperity, path to recovery

The @Conservatives are the only party capable of delivering the ‘necessary’ austerity to ‘balance the books’. Despite the fact that this necessity is a fiction and they haven’t met their own fiscal targets.

Laura Gordon