David Cameron's Political Strategy

David Cameron was leader of the Conservative Party (2005-16) and Prime Minister of the United Kingdom (2010-16). His legacy may be one of the most significant of any post-war British prime minister. But did he have a distinctive political strategy, and if so how should we characterise it?

This book provides a new and distinctive interpretation of ‘Cameronism’, focusing on the twin themes of modernisation and manipulation.

Heppell identifies three core aspects of Cameron’s modernisation strategy: his attempts to detoxify the image of the Conservative Party; his efforts to delegitimise the Labour Party by blaming it for the financial crisis and austerity; and Cameron’s use of the ‘Big Society’ narrative as a means of reducing the perceived responsibilities of the state. Manipulation is explored in relation to the Coalition Government and the exploitation of the Liberal Democrats, on policies such as austerity, tuition fees and electoral reform.

Finally, the book examines Cameronism in relation to current challenges to the existing political order: Brexit, Scottish independence, and the rise of populism.

This timely book is essential reading to those interested in British party politics and Prime Ministerial leadership.