Riding the Unionist Wave: Ruth Davidson, the Media and the Re-emergence of the Scottish Conservatives

Although for decades the Scottish media was rather hostile towards the Scottish Conservatives, over the past few years more sympathetic voices (and even cheerleaders) have emerged for Ruth Davidson in particular and the party more generally. This chapter, by the media academic David Patrick, explores the influence of media representations of the party on the perceived Conservative revival in Scotland. It presents findings from an overview of media coverage of the Scottish Conservative Party between 2011 and 2019, drawing liberally from comment and opinion pieces, political sketches, blogs and magazine profiles. With a particular focus on Ruth Davidson, the chapter argues that the 2014 independence referendum – and a parallel polarisation of Scottish politics – provided Davidson and her party with a necessary platform upon which to build a new identity and relevance.