Abstract
Edmund Burke, in 1770, urged his countrymen to honor “not men, but measures.” In the May, 1979 General Election British voters elected a new government that offered Tory measures, and a woman for Prime Minister. Margaret Thatcher retained her seat in the Finchley constituency, and the Conservative party won a majority in the House of Commons. This firsthand report reviews her career and her participation in the recent campaign. It identifies the five most salient elements in her image and within the general context of contemporary political communication in Britain. These elements include her cultural identification, her accent and word choice patterns, her Tory message, her sex, and her sense of conviction.
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