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

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.