Keir Starmer’s government possesses a potent social-democratic narrative, yet its potential remains untapped due to a lack of compelling communication. Imagine a seemingly candid video: Starmer, in casual attire, sits at a kitchen table, addressing the nation. While aiming for an intimate feel, his inherent awkwardness and weary demeanor betray the constant barrage of negative news. His initial words – a generic “Happy New Year” – evoke a sense of foreboding, hinting at the predictable clichés to come.
However, the script subtly shifts. He acknowledges the tumultuous events of the past: Brexit, the COVID-19 pandemic, the war in Ukraine, and the crippling cost-of-living crisis. He then pivots to a more optimistic tone, highlighting his government’s mandate to alleviate the suffering caused by these events. His vision centers on restoring essential services and improving the lives of ordinary citizens: secure housing, fair wages, green jobs, efficient public transport, thriving schools, and a revitalized NHS.
This positive vision, however, is undermined by a subsequent acknowledgment of opposition. Starmer points to vested interests – those resisting increased contributions to state schools and cynical politicians exploiting public discontent – as obstacles to his government’s aims. He frames his government’s core purpose as “ordinary hope,” a concept that, while well-intentioned, lacks the punch needed to resonate with a disillusioned electorate.
While the proposed script draws from existing government policies, its effectiveness hinges on execution. A key internal shift within the government is highlighted: an initial belief that grand narratives were passé, replaced by a belated realization of their crucial role in shaping public perception. This realization, however, hasn’t fully translated into effective communication.
A recent New Year’s address by Starmer, though marginally improved, remains underwhelming. It lacked the crucial elements of a compelling narrative: a clear explanation of the government’s journey, a defined antagonist, and a powerful articulation of its values. The absence of a strong narrative has resulted in a series of policy announcements that feel disjointed and ineffective, for example, positive changes to the NHS while social care remains neglected.
The absence of a cohesive, emotionally resonant narrative is a critical flaw. Successful political movements, from Brexit to Trump’s “Make America Great Again,” harnessed powerful stories to mobilize support. Starmer’s failure to articulate a similarly compelling narrative risks mirroring the failures of other social democratic leaders, ultimately leading to electoral defeat. The lesson remains: without a clear purpose and a compelling story, political success remains elusive.