| Summary/Abstract |
This article analyses the successful Conservative election campaign of 2019 and how it took advantage of a fractured political and economic landscape. It reviews the unique circumstances around the 2019 election and the ‘surprising death’ of a no‐deal Brexit. We then analyse the divergent political communication strategies in the 2017 and 2019 Conservative campaigns showing how the latter was much more coherent and politically unorthodox. Drawing on socioeconomic, demographic and British Election Study data, we argue that Boris Johnson’s messaging was carefully tailored towards the demands of voters in the ‘red wall’ seats. Conservative success was built around an appeal to voters in these economically depressed ‘geographies of discontent’. But while tremendously successful, the coalition this created is potentially fragile. An unconventional, ‘leftish’ Conservative campaign built a new, diverse bloc of voters. It includes a number of left‐wingers expecting change alongside traditional Conservative supporters, and will be hard to keep together given the economic turbulence ahead.
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