Why Do Leaders’ Soundbites Come To Define Them?

Keir Starmer warns of an “island of strangers” in an attempt to counter the rise of Nigel Farage. What do the PM’s words tell us about him and the policies he was announcing? In this weekend edition our team explore the language of politics. Leaders tend to be identified by a few words- “the lady’s not for turning”, “tough on crime, tough on the causes of crime” etc. Yet the words are often far removed from the policies they describe and in some cases the character of the leader. Why are soundbites and key phrases so central to politics and leadership?

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