‘We’ in Scotland or ‘She’ in Scotland? Scottish Conservative Manifesto Discourse during the Davidson Era

This chapter, by Murray Stewart Leith, considers the rhetoric of the Scottish Conservative Party through the lens of party manifestos issued for Scottish, UK and European elections between 2010 and 2017. It begins with a short consideration of why Scottish Conservatism slipped from its historical high point after the Second World War, then goes on to illustrate the importance of both ideology and identity on party fortunes. The chapter then considers the importance of leadership before considering both rhetorical changes and continuities within the party. It argues that while the Scottish Conservatives clearly differentiated their Scottish discourse, they also remained wedded to wider UK Conservative Party rhetoric.