This book provides a new and distinctive interpretation of the political
strategy of Prime Minister David Cameron via the themes of political
modernisation and political manipulation. In terms of modernisation, the
book will examine how Cameron attempted to detoxify the negative image
of the Conservatives; how he sought to delegitimise Labour as a party of
government by deflecting the blame on austerity onto the legacy of
Labour in office, and how he used the Big Society narrative as a means
of reducing the perceived responsibilities of the state. In terms of
manipulation, the book will evaluate Cameronism in relation to the
exploitation of their coalition partners the Liberal Democrats,
alongside examining the referendums on electoral reform and Scottish
independence. The book will examine the end of Cameronism, and why he
offered and then lost the referendum on continued European Union
membership.
