It’s interesting to see all the ‘what a year!!’ celebratory posts across my social feeds at the end of a challenging 2022.
As I enter my 48th year, I too reflect on a year to be proud of, but without being too gushing about how ‘great’ it was. That’s because, in many ways, it wasn’t. It’s ulimately been a good year, but parts of it came at some personal cost. I wouldn’t be true to myself if I suggested otherwise.
I’ve returned to conversations I had this time last year, feeling ground down by perma-crises that affected all of us. Whilst the initial panic of COVID subsided, we had no sense of what was coming in 2022. Having set up Distinctive in June, two Prime Ministers and six fiscal events later, it’s a wonder I’ve found time to write any blogs.
While I haven’t completed as many as I wanted to, those I published performed better than in 2021. They also helped me process events happening around me.
If anyone who stopped to read or share them found them useful too, that’s a bonus.
Here are the three posts that had the most views in 2022.
“Every penny you spend on housing subsidy is money you can’t spend on building houses.”
David Cameron at Prime Minister’s Questions, 10 February
Sound bites can be a useful way to convey a simple, memorable point.
Used well, they can conjure powerful, evocative messages that people remember. Politicians love them and use them to distill grand and complex plans into a key point.
Problem is they often miss the fundamental, complex realities that are an essential part of the story. When that happens, people are more likely to misunderstand the issue at hand.
“Fighting a word of mouth campaign and having conversations is absolutely what political parties should be doing. But they have to be genuine conversations which means ditching the antiquated simplistic messaging formulas. Slavishly repeating exactly the same phrase over and over again just turns people off and makes them tune out. You can continually repeat the idea behind the message, but only if you constantly adapt it to the circumstances and use your own words.”
Depressingly familiar: campaign scare tactics made noise but didn’t cut through
It’s taken me until now to write about the election.
After months of conversations about preparing for another hung parliament, or even a minority government and second election later this year, I was massively surprised by the result. I’m still in shock about the outcome and can’t begin to explain it; the Westminster crew will doubtless spend the next six months pouring over every detail in its search for answers.
One aspect of the election I can offer a view on relates to my experience of the campaign over the past few weeks. There wasn’t any direct contact with my family, even though we live in one of the most marginal seats in the South West – where former MP Tessa Munt won the seat of Wells in 2010 by around 800 votes. This was a race with just two horses, with a 1% swing to the Conservatives enough to unseat the incumbent Liberal Democrat MP.
Save for a few drab leaflets through our door, nobody came to our street to talk to us or our neighbours. It may not have made a difference to the result, such was the scale of Tessa’s defeat. But the quality of direct campaigning was a depressing feature of the election for me.
I’ve read lots recently about the extent to which this was the ‘social media election’, with digital campaigning techniques spawning a ‘new era’ of engagement and parties reaching out to people. It was claimed that whoever won the social media campaign would win the keys to Number 10, which has been put into context by Stephen Waddington this week. I’d go further than those who’ve said the social media campaigning has been depressing and one-dimensional. While there was much to enjoy and fascinate, the main party campaigns were largely anti-social and a turn off.
