The Conservative plan for this election was for it to be about personalities rather than policies. Theresa May versus Jeremy Corbyn. The question that the Conservatives wanted people to be thinking about as they cast their vote was which of the two would be better at negotiating a good Brexit deal for Britain. Their hope was that the people would choose May.
That strategy has failed.
The endless repetition of ‘strong and stable’, to convince the electorate that May was a cautious operator and a safe pair of hands has backfired. For propaganda to work it has to chime with what the voters see.
But what voters have seen is a woman the stuttered about social care when justifying her u-turn on the so-called “dementia tax. Her refusal to debate on TV. And above all holding an election when having 6 times said she wouldn’t.
The “strong, stable leader” she proclaimed is now seen to be what it is – a slogan without substance.
Teresa May’s lead over Corbyn on YouGov “Best PM” tracker has dropped 25 points in past 2 months which is an indication that the electors are beginning to cotton on that there are serious misgivings about whether she’s the right one to handle the Brexit negotiations.
And as if this wasn’t bad enough with only six more days to go today brings her and her party’s campaign more grief. The Crown Prosecution Service are to charge her candidate and two other Conservative workers in Thanet south over party expenses relating to the 2015 general election.
Also Ipsos MORI in their latest survey show the Conservatives with only a 5% margin over Labour which is less than the winning margin for the last general election in 2015. The broad figures show Conservatives 45, Labour 40, Liberal Democrats 7. In their last survey before the manifesto launch and Manchester the Conservatives had a 15% lead.
The question now is will they recover in the final days to achieve a working majority?
The landslide that Mrs May was hoping for now looks unlikely and there is much talk of a hung parliament.
A few week ago the question pundits were posing was whether Corbyn would resign after a disastrous election campaign. Now it’s more appropriate to ask it about Teresa May.