Product Description

On 1 May 1997 a sea-change occurred in British politics. Not only had the Conservatives been comprehensively ejected from office after eighteen years in power; the Labour party which replaced them had itself changed irrevocably. Tony Blair's majority of 179 was the culmination of a long, hard struggle to modernise his party, and in so doing modernise the politics of his country. Philip Gould, one of the world's leading political strategists and polling advisers, has worked closely with the Labour leadership for eleven years, and has been a key adviser to Bill Clinton as well as a central figure in the creation of New Labour. Making full use of his unique vantage-point, Gould now describes the rise of New Labour since the dog-days of 1983 and explains how the transformation was achieved. In the process he explores the new political climate in Britain, and how the real modernisation is in old labels of 'left' and 'right' being transcended. Provocative and thought-provoking, Gould's book cuts through the shibboleths of old Labour and gives a fascinating insight into the future. It is essential reading for anyone interested in Blair's Britain.

Product Details

• Amazon Sales Rank: #163929 in Books
• Published on: 1999-09-02
• Original language: English
• Number of items: 1
• Binding: Paperback
• 434 pages

Amazon.co.uk Review
Your reaction to the words "focus group" will determine your attitude to this book. If you think they are useful tool for gauging shifts in public opinion, read on and enjoy their ultimate application. If you think they are a Machiavellian tool to provide bogus popular support for a specific agenda, read on and weep.

Philip Gould, Labour's most prominent pollster of the last 10 years, is the master of the focus group and one of the key architects of the transformation of the Labour Party. When Tony Blair announced on the steps of 10 Downing Street that "we fought as New Labour and we will govern as New Labour", it was a vindication of Gould's efforts behind the scenes. His account of the wilderness years under Foot and Kinnock are as convincingly depressing as is the vibrant exhilaration of launching the new project under Blair. 1997 was a victory for Gould's brand of, and approach to, politics. But he knows that the battle is far from over. In a call to arms for the next century--"the progressive century"--Gould claims: "It is time to heal the rift between the Liberal and Labour traditions in British politics". Expect a new rash of focus groups to agree with him. --Nick Wroe

Review
'Undoubtedly one of the most fascinating accounts of how the modernisers changed the Labour Party and made it electable.' MAIL ON SUNDAY 'Intriguing.' GUARDIAN 'Lively and revealing...the best insider's account yet.' EVENING STANDARD 'An edgy, pacy narrative.' GLASGOW HERALD 'I would recommend this book to anyone who wants to understand the guts of this government' Andrew Marr, OBSERVER 'The most important guide to New Labour that has yet appeared' Bruce Anderson, SPECTATOR 'A fascinating story of high politics, with telling portraits of all the principals, from a man who has been at the centre of Labour's journey since 1985' THE TIMES

BRUCE ANDERSON in the SPECTATOR
'The most important guide to New Labour that has yet appeared'

Customer Reviews

An insiders account of the Kinnock and Blair Labour Party
I am mentioned in this book and what he says about me is very kind... but I won't let that cloud my judgement. This is the insider's account of Labour's struggle to get elected under Neil Kinnock and Tony Blair (the Smith years are viewed by author as a failure). The book is - not surprisingly - somewhat self-serving and occassionally reads as 'what Philip did next' but it is also graphic in its description of the chaos of the 92 election campaign and harsh (too harsh) in its assessment of John Smith. If Gould is in awe of Blair who can blame him: sometimes it seems that the rest of the world is too. If you love politics, if you desperately wanted Labour to win, if you need some ideas to revive the corpse of the Tory party, then read this book.

A superb insight into New Labour
I am a politics student with an avid interest in British politics and the so-called 'spin' surrounding New Labour. Philip Gould gives one the perfect insight into the world of New Labour: from the horrendous days of 1983 and Thatcherism up to the present day. The book gives information about the main characters behind the transformation behind the 'New Labour project', and the purpose and effort behind his focus group research. In short, a thoroughly excellent book for both politicians, students and the general public about arguably the most important change within the Labour party.

Arguably the best book on New Labour
Gould's book is an insider account of New Labour's electoral strategy, written by a key political consultant to the party from the dog days of the 1980s to the electoral triumph of 1997. But Gould does more than simply describe the tactics and strategy of New Labour's electoral machine: he also provides the most impassioned and often poignant defense yet published of Blair's "third way" politics and policies. If I could assign only a single book on New Labour to my students, this would be it.