“Cameron 2010”: An Exemplification of Personality-Based Campaigning

Abstract

This article examines the Conservative party election campaign of 2010 and in particular the role of its leader, David Cameron, and of the role of his close coterie of advisers who would become known as “Cameron Central.” We see that David Cameron is all too aware of the increasing importance of the trends in “the personalization of politics” and all too willing to acquiesce in them. Moreover, the first ever prime ministerial television debates would effectively derail the campaign plan and undermine the effectiveness of “a central theme,” which could give an organized core and meaning to the campaign. Indeed, we shall see that “Cameron 2010” neatly encapsulates what was the 2010 Conservative party election campaign.

KEYWORDS:

• David Cameron
• conservative party
• UK general election
• political campaigning

Additional information

Notes on contributors

David Seawright

David Seawright is a senior lecturer in British Politics in the School of Politics and International Studies (POLIS) at the University of Leeds, Leeds, United Kingdom.