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Chloe Hardy – Head of Campaigns
Understanding the Conservatives through their
language
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Responsibility
Judgement
Opportunity
Social mobility
Civility
Neighbourhood pride
Social Progress
X Broken Society
X Welfare Dependence
Conservative Party Terms
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X Calcifying
Conservative Party Terms: Social Housing
Dependency
Deprivation
Disadvantage
Inflexibility
Negative impact
Locked
XXXXXX
Choice
Aspirations
Right to move
Flexibility
Rewards
Exit Opportunity
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Federation Discourse
• Reach potential
• Affordable homes
• Support independence
• Cohesive communities
• Marginalised / vulnerable people
• Compounding poverty
• Mixed communities
• Need / range of needs
• Regeneration
• Social exclusion
• ‘Specialist support’
• ‘Social investment’
• ‘A place for everyone’
• ‘Meeting local needs’
• ‘Tailored to individuals’
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Dissonance
• Different terms, same apparent meaning• Same term, different meaning• Different terms, different values• Terms with difficult associations
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Options
• Do nothing• Shift emphasis• Adopt concepts that resonate• Unpack ideas
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Discourse analysis on a shoestring
• Speeches, manifesto, policy docs, think pieces• A few colleagues• Post-it notes
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Discourse analysis on a shoestring
• Divide the material• Ask people to highlight words/phrases/ideas that
are repeated• Write onto post-its• Work to together to group post-its• Discuss as you go
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Discourse analysis on a shoestring
• Are there words/concepts you share?• Are there concepts you share but describe
differently?• Are words you share but mean different things?• Are there concepts which they use and you
don’t?