Stuart Cartland argues that the Conservative victory is based on their control of the national narrative, achieved partly through control of popular cultural experiences
It must be understood that it is not just the message of ‘get Brexit done’ that provided such an overwhelming majority for the Conservatives, although that is what it clearly appears to be. As surprising at the Conservative victory might seem to many, particularly where the Conservatives picked up the votes to win in traditional Labour strongholds, elections are not won on practical manifesto pledges but rather through dominating the national narrative, including dominance through the control of cultural experiences.
This dominance has been the culmination of an overwhelming control of a symbolic national narrative dictated and controlled by the conservative right. Practicalities of politics matter little here. The point being that key right-wing conservative tropes of Euroscepticism and anti-immigration rhetoric have become the common ground of British politics and a sense of national narrative, particularly within England. This has been an ongoing process and theme through a conservative cultural dominance that arguably made the Conservative victory almost an inevitability.
Since the Conservatives came into power under David Cameron, and probably even before this, there has been an ongoing reinvention and reinforcement of an experience of the mythical majority. The booming cultural industries, dominated by themes of nostalgia and national experience, have shifted the cultural imagination and a national narrative.
For example, the last 10 years have witnessed a cultural shift on the small and big screen of historical dramas, for example: Downton Abbey, Poldark, Call the Midwife, Victoria, The Queen et al, in which a very specific ideological narrative has been spun (a pre-politically correct, multicultural or liberal landscape). Ideological perspectives and cultural narratives such as conservative traditionalism and a discursive dominance go hand-in-hand with political dominance. It becomes a naturalised and normalised manner in which to imagine the nation, it is also a cultural perspective that has monopolised what national imaginings might be in an era of increasingly defensive nationalism such as the reterritorialising of British cultural politics within the context of a process of disengagement from Europe and devolution.
Moreover, the past 10 years has also seen a shift in a process of memorialisation as a form of conservative nationalism. This can be seen in the ideologically situated use of symbolic commemoration characterised by historicised cultural pastiche and revitalised nationalism, for example through the WWI centenary commemorations and the ongoing politicisation of the symbolic use of the poppy.
Bringing this back to the recent election, the key point is that Johnson represents this symbolic narrative, much like Trump does in the US. Regardless of how untrustworthy, contradictory, offensive and inappropriate he may have proven himself to be, and regardless of scandal after scandal, Johnson (much like May) represents the symbolic social and political discursive conservative dominance within England of a national narrative and imagination. It was the Conservatives' dominance of this national imagination, not the individual figure, that won the election.
For huge swathes of England voting for the Conservatives is an act of willing self-harm, but this proves how utterly encompassing the conservative message and dominance has become. Regardless of how (in practical terms) a Labour government would benefit the majority of the population and conversely how detrimental a Conservative majority will be, ‘get Brexit done’ is the symbolic representation of a conservative national imagination rather than the rather hollow and meaningless message it might seem on the surface.
In terms of policy the Conservatives offered very little in the election but they didn’t need to. The Johnson victory is the culmination and consolidation of several years of Conservative cultural and ideological dominance, particularly within England, of the national narrative.
Dr. Stuart Cartland is a teaching Fellow at Sussex uni.
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