,A short sentence or phrase chosen as encapsulating the beliefs or ideals of an individual, family, or institution.
The choice of Motto that various political parties choose to stand behind have been very carefully crafted. Here I look at the 2 main parties and their choice of Motto.
The Conservative Party
Strong and Stable Leadership in the National interest
This is crying out to the traditional voter. Globally, conservative values are generally about national pride. In Support of the nation’s interests, more than its presence in the wider world. Reassurance is found in tradition, looking to the past, at previous strengths and leaders. Comfort in slow, steady progress.
The Motto is literally calling out these ideals word for word, feeding directly into the comforting ideals felt by Conservative voters. Unlike the Labour Party which can to some extent lean on a fanbase of support for the party leader, the same emotions are not exuded from the Conservative voter base for Theresa May, instead their main tactic is to satisfy their traditional voter base with comforting but vague platitudes.
The Labour Party
For the Many, not the few
This statement also calls upon the ideals of traditional labour voters and others with liberal ideals. These tend to be a more global in outlook. A sense of being a part of a wider community and as such there is a strong sense of fairness and equality.
The Motto reflects both the traditional ideology and acts to distinguish the party from New Labour and its ‘New Labour, New life for Britain’ slogan which had been tailored more to conservative sensibilities.
The ideological foundation of the motto reflects the leader, Jeremy Corbyn. In doing so the motto can be representative both of the policies within the manifesto and of the leader as a man of the people, which has given him a level of fandom.
So what does this tell us?
It tells us that the Conservatives are offering more of the same. Traditional, slow and steady, isolationist in the National interest and that they are dependant upon a traditional supporter base. The motto does not reach out to left leaning voters, so it could be considered likely that attacking the opposition to weaken confidence will be a main tactic. This behaviour will not do much damage to Theresa, as the success is built more around the party traditions than her as a personality.
Labour on the other hand are intending to differentiate themselves from the party in power. They are openly talking about what matters to the majority. To be more open, global, progressive. They are also putting weight into the cult of personality that has been bestowed upon their leader. He may not be a brash, outspoken individual, but in the same way that being different worked for Trump in the US, the breath of fresh air in Jeremy’s calm and considered manner is what is what has proven so popular to his fans here.
But which does the UK need?
At a time when the world is divisive, with anger directed in all directions for the global economic state and increasingly heated global political tensions. Is another nation distancing themselves and only talking of self interests really in our best interests. Or would a calm, yet calculated approach to engagement and reform be the UK’s best hope for economic and social renewal?