From ‘My Vote’ to ‘The Real Alternative’: Selling the Liberal Democrats

Abstract

As the third party in British politics, a compelling message is crucial for the Liberal Democrats. Overcoming a prevailing sense of a wasted vote is key—achieved by, we argue, demonstrating political potency. This article explores the synergy between the Liberal Democrat leader and the message; the relationship of each election message to the political reality in which the party finds itself; and the role of polling in messaging. We explore what is—and is not—a message, and the role of negative messaging by the Liberal Democrats since 1992. We consider the limitations of messaging and the lack of control that a third party has over its message. In conclusion, we reflect on what the lessons learnt by the Liberal Democrats over the last four elections may mean for the messaging at the next general election.