‘We’ in Scotland or ‘she’ in Scotland? Scottish Conservative manifesto discourse during the Davidson era

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This chapter considers the rhetoric of the Scottish Conservative Party
through the lens of party manifestos issued for Scottish, UK and European
elections between 2010 and 2017. Beginning with a short consideration of
why Scottish Conservatism slipped from its historical high point after the
Second World War, it goes on to illustrate the importance of both ideology
and identity – and the interplay between the two – on party fortunes.
The chapter then considers the importance of leadership before emphasising
manifestos to consider both rhetorical changes and continuities
within parties. The analysis goes on to illustrate the rhetorical emphases
within Scottish Conservative and Unionist Party manifestos during the last
decade. It will be argued that while the Scottish Conservatives were clearly
differentiating their discussion in Scotland, they remained firmly wedded to
wider UK Conservative Party rhetoric during British elections, which arguably
left it at the mercy of wider events.
Original languageEnglish
Title of host publicationRuth Davidson's Conservatives
Subtitle of host publicationThe Scottish Tory Party, 2011-19
EditorsDavid Torrance
Place of PublicationEdinburgh
PublisherEdinburgh University Press
Chapter3
Pages42-56
Number of pages15
Edition1st
ISBN (Print)9781474455633, 9781474455626
Publication statusPublished - 1 Jun 2020

Keywords

  • conservatism
  • conservative party
  • unionism
  • nationalism
  • Scotland
  • territorialism

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