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Conservative message: "we'll leave you alone to live your own life, you might get rich/better off. If you don't get rich / better off, it's those people over there who are making your life worse"
I agree with that analysis. It's worth remembering that the UK is, at heart, quite a classically liberal/small-c conservative country.
What's really annoying is the apparent lack of traction for the argument that the population isn't being "left alone" by the government (nor can or should it be). It's our jobs that the Tories are endangering through a hardcore Brexit plan, it's our NHS/schools/care they're underfunding, it's our money that they're diverting to their mates (and/or mistresses). People seem to be unwilling to factor this in (or they just don't care).
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ffm
@Chalfie
Labour continually fighting among itself while trying to hold on to votes it already has but is going to lose them as soon as they say something to annoy those voters ("leave", "remain", "trans rights are human rights", "environment", "working class").
Conservative message: "we'll leave you alone to live your own life, you might get rich/better off. If you don't get rich / better off, it's those people over there who are making your life worse"