The Labour Party’s 2023 annual conference began today and they’ve launched a slogan for the occasion: Get Britain’s Future Back.
It’s not a good one.
Political scientists Stewart, Smith & Denton researched political movements throughout history and found that there are three broad categories.
Innovative movements try to replace existing norms and values with new ones.
Revivalistic movements want to reinstate values that have previously existed but have decayed or ceased to exist.
Resistant movements aim to preserve an aspect of existing conditions.
This slogan mixes revivalistic language with phrases that an innovative movement would use.
This is the reason it doesn’t sit right.
The slogan speaks to conflicting motivational needs and therefore it confuses the audience rather than inspire them.
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