The ‘new’ rhetoric of new labour in comparative perspective: A three‐country discourse analysis

Over the past two decades, social democratic‐labour parties (SDLPs) have been confronted by various challenges which have had a dramatic impact upon their ideological orientation. These include, not least, emerging challenger parties, as well as the Neo‐Liberal discourse of the New Right. In this article, we compare the ideological positioning of three parties in Sweden, Germany, and particularly Great Britain. We conclude that the ideological profile of ‘New Labour’ now largely mirrors those of other SDLPs. The results are based upon a content analysis of the 1994 (Germany and Sweden) and 1997 (Great Britain) election rhetoric in party manifestos and television debates. The analysis centres on the extent to which the three SDLPs refer to the discourses of socialism, the welfare state, neo‐liberalism and ecologism.