Cameron’s Speech on Europe: Analysis

In this post, I offer my analysis of Cameron’s speech on Europe by looking at the two underlying dimensions: communication and politics.

Read about the background to the speech here.

Let us try to draw a comparison with the US. There is a very clear distinction between the tone and use of language compared to President Obama’s speeches: metaphors are rarely used, the pathos and the eye-watering moments are virtually nonexistent. The speech doesn’t necessarily talk to or level with the “folk”, but rather takes the pedestal of authority and somehow conveys a feeling of caring for the nation from higher ground. Gone are the lengthy allegories which go on for 5 minutes before stating a point of policy in one sentence at the very end. The language is fluid, simple and straight to the point, and the text is filled to the brim with policy suggestions. It is almost like a press release. Of course, a speech is a speech, and words such as “positive”, “committed” and “active” are omnipresent and Cameron does very well in raising his voice where it matters while trying his best to walk the fine line between appeasing a domestic public (and party) and avoiding any further alienation of his strategic partners on the continent. In fact, the speech was so ‘British’, it reminded me of an old quote they used to teach us in history class about the mindset of British foreign relations: “We have no eternal allies and no perpetual enemies – our interests are eternal and those interests it is our duty to follow.” – Palmerston.

This simple, age-old approach to international relations literally flows from the very concept of renegotiating Britain’s position in the EU and promising and in/out referendum. It seems to have guided the hand of the Prime Minister the way it has guided his anti-immigration rhetoric in the months following his Europe speech. But what if there is more to that than simply following a good tradition?

In the grand scheme of politics, what truly matters is being in power – that is every party or politician’s ultimate agenda. So let us take a step backwards and try to view this whole ordeal with political strategy in mind: It is mid-term, tensions in the governing coalition are ramping up, there is enormous internal pressure from Tories to change course on Europe, the Eurozone crisis seems to be only deepening with no end in sight, Conservative poll results are down 5% in 2 years, and Labour is up by 7%. Now let’s think what a crisis manager would tell us in a situation like this? “Contain it before it develops into a crisis.” That is why we should not discard the possibility that the speech aims to electrify the Conservative and rightist electorates and attempt to draw from a growing euro-skeptic pool of voters currently cajoled by the UK Independence Party. What is more, in his speech, Cameron promises to organise an in/out referendum only if the Conservative party is voted into power during the next election, and that effectively makes it a part of the Conservative party’s election platform. And yes, there is no shame in thinking or admitting that. Any chance to energise voters pre-election is fair game. Politics is a multifaceted game and every move, especially if it challenges the status quo, is carefully calculated.

Cameron’s speech is certainly not all about poll results, dealing with internal pressure, or trying to increase his party’s chances for success at the next election – it is an excellent, distinctly British speech with some very strong points of policy backed by solid reasoning and great oratory skills. But let us not forget that not everything is what it seems at first glance and while communication professionals can shape words into beautiful form and party officials are the ones that set the ultimate agenda, it is their collaboration that wins elections.

Cameron’s full speech on YouTube.

Cameron’s Speech on Europe: Background

Britain and Europe or Tory and Britain?

The long-awaited speech by British PM David Cameron on the UK’s future in the European Union has finally arrived, and to no critical acclaim.

The build-up to the speech was significant. Both domestically and overseas, politicians and analysts alike have been on their toes for quite a while. Everyone knew that whatever Cameron had in mind for the UK’s future in the Union, it wouldn’t be in the best interest of the European project. That seemed to be the premise all along – Britain’s road-trip in the EU has been rocky from the outset – blocked from ascending by an embittered Charles De Gaulle in 1963, the history of British membership has been marked by opt-outs and disagreements, which have only become sharper with the global financial crisis and the ensuing Eurozone crisis.

First announced in autumn of 2012, Cameron’s speech on Europe was repeatedly postponed in order to avoid clashes with other important events. When Cameron was about to finally deliver in Amsterdam, an international hostage situation involving British citizens broke out in Algeria and forced the Prime Minister into crisis management mode. At long last, Cameron held his speech on 23 January in London, at Bloomberg London’s HQ – a place of growing significance in recent British political history, as pointed out by New Statesman.

One can certainly go to great lengths in discussing all the curious facts surrounding this highly anticipated speech, such as Amsterdam and Bloomberg London as choices of venue, or the intricacies of mid-term timing, the upcoming opening of the labour market to Bulgarians and Romanians in January 2014, or even coalition and in-party disagreements. But what is of more interest to us, is the speech itself.

One indisputable fact that has to be said from the very beginning is that the speech was really good – well-written, well-thought out and with a distinct British flavour for simplicity and straightforwardness. It also has to be said that Cameron’s delivery is sharp and confident, and anyone expecting a King’s Speech moment will be dully disappointed.

Read my analysis of the speech here.