by Jonathan Todd
Famously, the past is a foreign country: they do things differently there. In that country, they have naked women on Page 3 of The Sun. That publication peddles lies about football fans crushed on the terraces of Hillsborough. And claims to be able to determine the outcome of general elections.
That which largely went unquestioned in 1992 would not do so in 2015. The Sun has changed to survive in a changed country. In such a country, it may not necessarily follow that treatment for Ed Miliband akin to that which Neil Kinnock endured in 1992 will contribute to the same electoral outcome.
The fears about Kinnock that the Conservatives and their supporters in the media were then able to arouse chimed with underlying public perceptions. It may be that attacks like those of Michael Fallon on Miliband will again tap into deep seated fears about Labour.
Equally, reflecting on Miliband’s improving personal ratings, Damian Lyons Lowe, founder and chief executive of Survation, concluded, “people like the happy warrior”. If Fallon were mainlining fears in the same way that the Tories did during the 1992 campaign, we might expect Miliband’s ratings to be going in the other direction.
The Tory brand is also not as robust as it was in 1992. This weakness – the persistence of the “nasty party” perception – is one of the reasons that I have anticipated Labour victory this year. When brands have limited purchase, their capacity to impact how other brands are perceived is also undermined.
If you go round slinging dead cats on tables, people will think, “these are the kind of people who sling dead cats on tables”. Boris Johnson – whom David Aaronovitch recently described as being “like a man who breaks wind in a lift and everyone wonders what smells so good” – could sling a dozen dead cats on the table. And we’d all laugh. Then ask him to do it again.
