by Jonathan Todd
Peter Kellner reminded us in his recent hard hitting analysis for Progress that the Tories’ central message in 1992 was that Neil Kinnock was a dangerous man who would lead Britain down the road to ruin. He also recalled that the same trick completely failed in 1997. This was because, he argued, Tony Blair had reassured voters that their jobs, homes, pay and savings would be safe with him.
The “Demon Eyes” poster just seemed daft next to the reassurance that Blair had provided. Labour’s “Demon Eyes” football team, founded in 1997, plays on, but the need for reassurance from Labour has returned. Ed Miliband is, according to the Tories, the menace that Kinnock once posed. He must convince that his sums add up on the big challenges facing the country: the economy, welfare, immigration, public services and the cost of living.
While Miliband must seek to reassure, his capacity to do so is not entirely in his control. It can be argued that the tentative economic recovery of 1992 was a harder context in which for Kinnock to provide reassurance than the more upbeat economy in which Blair campaigned in 1997.
Taking a chance on an opposition party seems less of a risk in a stronger economy. Which is why a tepid recovery by 2015 may be the best backdrop to David Cameron’s “don’t let Labour ruin it” message.
Labour’s opposing message, of course, will be “it’s time for a change”. But why? We might say that it’s time for a change because if too far, too fast cuts had not been implemented then we’d now be better off. Unfortunately, this invites the Tories to remind the country why they deemed the cuts necessary: Labour’s profligacy. And there is evidence that this argument increasingly convinces the public.
As the opposition party, Labour has to argue for change in 2015 but this should be an argument about the change that could be achieved from 2015 under Labour, not the change that might have been achieved had Labour been in office from 2010. This might seem obvious but placing an attack on the depth and speed of the government’s cuts at the centre of our economic argument has us looking back to 2010.
Labour can only win with a positive argument for how things will be better from 2015. Yet not only is our main economic argument backward looking but it is backward looking in a tonally negative way. The implicit message of much of our rhetoric is fearful: the government shrinks and the economy collapses; the immigrants arrive and society implodes.
