Warning: Labour's new policy czar gets it
The appointment of the Dagenham and Rainham MP, Jon Cruddas, to head up Labour’s policy review has caused some excitement across the commentariat. [click here, and here.]
Mr Cruddas used to be pigeon-holed, inaccurately, as a tribune of Labour’s “old left”. More recently, he’s attracted interest as an architect of “Blue Labour” and a champion of the white working class, too long forgotten, the story goes, by the north London elites. Otherwise, Cruddas is best known for his tough local battles with the BNP.
What I find really interesting about Jon Cruddas is that he may get what political narratives – the basis of successful political communications- are all about.
Just before taking up his new role, Cruddas spoke at the UEA on “The Good Society”. Here’s one of the more acute observations about his own approach to politics:
What interests me is not policy as such; rather the search for political sentiment, voice and language; of general definition within a national story. Less The Spirit Level, more What is England.
The point was taken up last week by Nicholas Watt in The Guardian:
Shadow ministers will soon learn by heart a key Cruddas mantra: that policy is not about lists. "Policy is about illustrations of a deeper story, the establishment of a deeper sentiment which Labour had and it lost," is how one figure describes the Cruddas approach . . .
. . . Neal Lawson, who has worked closely with Cruddas in the left-of-centre Compass group, says: "Jon has a grasp of an emotive, some would say romantic, human sense of politics – not a dry, arid, mechanical approach. His speeches are poetic and beautifully constructed with stories.
"So why give him a dry policy thing? Because he will make it come alive. He will give some kind of narrative and framework on which we can eventually hang dusty policy. It will be within the context of a sweeping history. He will take us from Aristotle through to Ruskin, William Morris up to early Blair, and tell us a story about all of that in a way very few politicians can."
On Tuesday, the Daily Telegraph’s Mary Riddell was even more effusive:
. . . Mr Cruddas is one of the few politicians who can read the country’s mood. Voters hold self-serving politicians in contempt, and so does he. As he said recently: “Politics is more about emotion than programme.” . . .
. . . Mr Cruddas’s purview goes beyond specific policies. A conservative who despises neo-liberalism, he has challenged the idea that this is a Tory nation presided over by a Tory government and a Tory God. Labour, in his view, is the rightful curator of Britain’s countryside, its heritage, its institutions and its hopes . . .
Dan Hodges, the self-described “Blairite cuckoo in the Miliband nest” has warned that all this may be a little premature: Cruddas is no policy geek and has an instinctive political caution, he says.
Fair enough, and, it must be said, party policy reviews can go awry They can get bogged down in details, unjoined-up enthusiasms and missed deadlines. They can trigger internal rows and bust-ups. They can be meat and drink for your opponents. One or two shonky brushstrokes can spoil the whole picture. It’s all very well to offer a big picture, but it may be the wrong big picture.
And yet, policy reviews can also deliver, once all the shouting, posturing and finger painting for adults are over. The overhaul of Labour policy that Tony Blair initiated in the mid 1990s, part of a much larger “modernisation” of the party’s messaging and narrative, is a good example.
With that in mind, we should look past the policies to the narrative, and how Cruddas might construct it.
Fewer lists . . . fewer programmes . . . more romance . . . more emotion . . . engaging with the nation’s history, heritage and symbols . . . and above all, telling stories that create a sense of country and the vision of a new nation for the future.
No other politician, no other party is doing much of that.
What, their opponents should be asking themselves, if this intriguing mix works out for Labour and provides the party with a compelling narrative? What if enough of Cruddas’s political poetry finally seeps into the public’s consciousness, and helps make Labour more popular?
Jon Cruddas is another political storyteller to watch.