We hear a lot nowadays about how you can only win an election from the centre-ground. In fact such is the pull of this modern political cliche that all 3 parties are fighting to be or be seen to be in this centre-ground. I want to look at how you win an election, and I want to show that it is my contention that it has nothing to do with a concept of centre-ground. I want to smash apart that cheap and prevailing orthodoxy. A tall order but well here goes.
Why has the centre-ground become the political Grail quest?
The concept of centre-ground seems to have arisen in the mid 1990’s. I personally cannot find much reference to it before then. It was part of the Clinton and Blair triangulation strategy, whereby they both painted themselves as the sensible alternative to two largely constructed extremes. They were therefore in the centre-ground. They then went on to dominate the electoral geography in their respective countries and so they could construct a myth around the centre-ground. The myth is this, that the centre-ground is the point on the political continuum where most people are, that parties that want to succeed have to be where the people are and that the centre-ground shifts over time. Consequently they could fit every election winner onto the centre-ground, it moves over time remember, and it then gave them a ready made political strategy. Anything that was not hundred percent the same as the proposals they came up with and their opponents were not on the centre-ground, if opponents agreed with them they were welcomed to the centre-ground but the subliminal message to the electorate was then sent out. We are the genuine article, they are chasing us. It was brilliant, cynical and effective but it was an absolute pile of crap.
How are elections won then if not from the political centre?
There are a number of factors that impact elections and election winners but occupying the centre-ground is not one of them. When Margaret Thatcher won the 1979 general election she did it not by moving to where the people were congregated by setting her position and convincing people to move towards her. When Harold Wilson won the 1964 election he did it by encompassing not the centre-point of the electoral geography but by embracing the spirit of the age. Elections are often won by challenging the orthodoxy not embracing it, by shifting the political pole not by defending it where it is.
Let us look at Margaret Thatcher in more detail. When she became Conservative leader in 1975 where would the centre-ground as defined have been? It would have been around a prices and incomes policy and constructive union involvement in the economy. That was where most people had been for a long time. If she had decided to occupy the centre-ground then she would have stuck with the status quo and tinkered at the edges. The Thatcher government would have been a comforting failure and not a lot more. What Mrs Thatcher actually did was to critique the orthodoxy, point out the failures, take a long view on electoral fortunes and set out a different vision. She was assisted by the devastating economic problems and a healthy dose of good luck in terms of the Winter of Discontent, but she succeeded in shifting the poles. The result was a government that was an uncomfortable success.
Let us look at another example, Harold Wilson, in 1964. How did he win his election? Firstly he was assisted in part by the length of tenure of the government of the day. Secondly by a major scandal just a year before the election, Profumo. This in itself was never going to be enough. His electoral strategy was a massive compare and contrast with the Conservatives, dynamic against stagnant, young versus old, aristocrat versus common man, and it was designed to do one thing and one thing only. Shift the political poles. It moved people onto his ground.
So I think the essence of election winning is not about occupying the centre ground, but prising people off of your opponents ground and onto your own. Sounds simple in theory doesn’t it and remarkably similar to win more votes. However I am not talking about arithmetic calculations but about winning people onto your emotional and intellectual ground. The votes will follow the heart and the mind.
What ingredients make people shift ground?
Firstly, the absolutely necessary ingredient, is a believable critique of one or another area of current policy or orthodoxy. Every opposition can criticise the government, its what they are there for, but the criticism has to chime and has to be believed. Margaret Thatcher’s basic criticism of Labour was that there economic policy was damaging the country, it was a believable criticism when bodies went unburied etc. It got her listening space. Tony Blair for all his emphasis of centre-groundism had a believable criticism too, his was a twofold one. Economic incompetence and personal behaviour incompatible with government. For a government that had overseen 2 recessions and a market devaluation of sterling economic incompetence was a believable criticism. That it was somewhat off the mark was irrelevant it was believable and believed. The second criticism was moral incompatibility with governance, this again was believable in light of the many personal failures in the Conservative Party. Again the fact that a lot of the ’sleaze’ involved junior members of the government and backbenchers was irrelevant, the criticism chimed. This creates listening space for stage two of an election strategy.
Stage two has to be scope widening, what I mean is that once you have gained listening space for your credible criticism you have to make a few logical progressions and start to tie in other issues. You also have to take one of your opponents motivators and turn it on something that they can be made responsible for or appear to have neglected. Margaret Thatcher used her listening space from her criticism of economic decline to tie in union domination and a sense that certain unions had gotten too big for their boots. She then turned the governments class motivation against them, the class motivation being that rich people had undue power and influence and needed to be bought down a peg by redistributive taxation. Turning that against the government Mrs Thatcher pointed out that powerful union barons had too much control and influence and needed to be bought down a peg. In an age of grievance politics she had created a grievance that didn’t rebound to the benefit of her opponent. She had placed herself alongside a constituency of voters, anyone who resented union power. Be that union members, the boss class, whoever. She was ignoring the centre-ground as constructed and using her arguments to syphon off groups of interests to her ground.
Tony Blair used his criticism even more effectively because by showing incompetence and moral failure he was able to claim that when the government did something he approved of it was a happy accident and something he didn’t approve was an evil design. He carved out listening space to push the notion that the government had helped certain people become rich but neglected the poor. He did something slightly different than a straightforward rebounding of a government strength, he made a support of aspiration back into a grievance of the rich and powerful. He reconstructed class-based politics whilst maintaining a sense of assistance for aspiration. It worked, and instead of occupying the centre-ground he had split it asunder and syphoned off large groups and interests to himself.
So what about David Cameron and Conservatives?
After the above, you would be forgiven for thinking that I am about to critique David Cameron. Actually I am going to show that for all his talk of centre-grounding he is actually following the real election winning strategy I have demonstrated above. David Cameron is talking about moving onto the centre-ground as a tactical shield, it is a confusion tactic for his opponents. They believe him so they attack him on all the wrong points. What Cameron has been doing more so in the last few weeks and months is constructing a believable critique. He is criticising the Broken Society, it is believable especially as it comes against a backdrop of teen on teen (TOT) killing. He is using the space it gives him to recreate progressive aspiration as a political motivator. To which end he has repeated Margaret Thatcher’s trick of turning the class grievance back at his opponents. He has picked out non-doms, it is a political move of the highest order. The government cannot justify the position and the modest charge is not going to affect a multi-billionaire like Abramovich.
Cameron would probably be unable to win an election held now, in the same way that Margaret Thatcher would not have been able to win an election 3 months after Callaghan had become PM. Shifting people onto your ground takes time, and a certain amount of luck. I think though that if an election comes now no-one will gain a majority. The polls to me indicate that voters are being shifted and it will take time before the political pole has moved completely. As long as David Cameron keeps up the believable critique and using the space to invert the governments strengths and uses that to carve out his own ground. With a bit of luck, which might be afforded by the economy, then come an election in usual circumstances he will win.