Media Review: The Transformation Of Labour

Blair seemed to personify the modem agenda of what became known as 'New Labour'. His critics are quick to point out, however, that his success owes at least something to his use and reformulation of conservative ideas. Douglas Hurd claims that by the summer of 1994, Blair was '... boarding our boat and hoisting his colours from our mast head'. In his view, the Conservatives should have protected their policies from 'New Labour'. Even the most ardent of Conservatives seemed to be swayed by the Blair programme. By the middle of the 1990s, the press were turning against the Conservative government. Even Rupert Murdoch's Sun supported Blair. John Major arranged for Murdoch to have dinner with Margaret Thatcher with the intention of securing his support for the Conservative Party. At this dinner, however, it was evident that even Mrs. Thatcher was willing to support Blair's agenda.

Tony Blair denies that he and his party hijacked conservative policies, and claims that the Labour modernisers had '... reinvented the Labour Party as a party of aspiration and ambition as well as compassion and obligation to others less fortunate than ourselves'. For many socialists, the extent of these reforms cut at the very foundations of the Labour Party. Veteran Labour MPs have been particularly critical. Peter Shore warned that if Labour played it too safe and abandoned its idealism, it would deny its own heritage. Tony Benn likewise believes that the Labour Party is turning into a non-socialist, Americanised democratic party, and that this makes it difficult for socialists to remain part of the Labour Party.

The Labour Party reformed itself into power, and made itself palatable to the Conservative media and middle England. The Labour Party could always rely upon its traditional working class support, but structural changes in the economy have reduced the prevalence and political importance of the manual working class vote. Labour found itself unelectable during the 1980s and for much of the 1990s. The party has been forced to find new supporters. This has influenced both its policies and the way it presents itself in the media. The broadcast media explain the fall of the Labour Party in terms of the electorate turning away from socialism, mistrusting the trade union movement, and lacking confidence in the Labour leadership. They argue that no matter what the Labour Party did to reform its policies, the image of 'Old Labour' continued to haunt them. The relatively recent renaissance of the Labour Party is attributed to the virtual abandonment of socialism, to reducing the importance of its links with the trade un ions, and to the charisma and leadership abilities of Tony Blair. The broadcast media are apt to believe that the Labour Party will only succeed for as long as it takes into account the importance of media presentation. It is clear that many in the media see themselves as participants in the political process rather than mere observers.

Dr. Gary Taylor is lecturer in Social Policy at Sheffield Hallam University, and tutor in Politics at University of Sheffield. He has written a number of books on politics and on the media, and is co-editor of Issues in Social Policy for Sheffield Hallam University Press.