Populist Prime Ministers

Prime Minister William Ewart Gladstone cultivated the public image as a man of the people by circulating pictures like this of himself cutting down oak trees with an axe.

The Premiership was a reclusive office prior to 1832. The incumbent worked with his Cabinet and other government officials; he occasionally met with the Sovereign, and attended Parliament when it was in session during the spring and summer. He never went out on the stump to campaign, even during elections; he rarely spoke directly to ordinary voters about policies and issues.

After the passage of the Great Reform Bill, the nature of the position changed; Prime Ministers had to go out among the people. The Bill increased the electorate to 717,000. Subsequent legislation (and population growth) raised it to 2 million in 1867, 5.5 million in 1884 and 21.4 million in 1918. As the franchise increased, power shifted to the people and Prime Ministers assumed more responsibilities with respect to party leadership. It naturally fell on them to motivate and organise their followers, explain party policies, and deliver its "message". Successful leaders had to have a new set of skills: to give a good speech, present a favourable image, and interact with a crowd. They became the "voice", the “face” and the "image" of the party and ministry.

Prime Minister Benjamin Disraeli cultivated a public image as an Imperialist with grand gestures such as conferring on Victoria the title “Empress of India”.

Robert Peel, often called the "model Prime Minister",^[63] was the first to recognise this new role. After the successful Conservative campaign of 1841, J. W. Croker said in a letter to Peel, "The elections are wonderful, and the curiosity is that all turns on the name of Sir Robert Peel. 'It's the first time that I remember in our history that the people have chosen the first Minister for the Sovereign. Mr. Pitt's case in '84 is the nearest analogy; but then the people only confirmed the Sovereign's choice; here every Conservative candidate professed himself in plain words to be Sir Robert Peel's man, and on that ground was elected." ^[64]

Benjamin Disraeli and William Ewart Gladstone developed this new role further by projecting "images" of themselves to the public. Known by their nicknames "Dizzy" and the "Grand Old Man", their colourful, sometimes bitter, personal and political rivalry over the issues of their time – Imperialism vs. Anti-Imperialism, expansion of the franchise, labour reform, and Irish Home Rule – spanned almost twenty years until Disraeli's death in 1881.^[65] Documented by the penny press, photographs and political cartoons, their rivalry linked specific personalities with the Premiership in the public mind and further enhanced its status.

Each created a different public image of himself and his party. Disraeli, who expanded the Empire to protect British interests abroad, cultivated the image of himself (and the Conservative Party) as "Imperialist", making grand gestures such as conferring the title "Empress of India" on Queen Victoria in 1876. Gladstone, who saw little value in the Empire, proposed an anti-Imperialist policy (later called "Little England"), and cultivated the image of himself (and the Liberal Party) as "man of the people" by circulating pictures of himself cutting down great oak trees with an axe as a hobby.

Gladstone went beyond image by appealing directly to the people. In his Midlothian Campaign – so called because he stood as a candidate for that county – Gladstone spoke in fields, halls and railway stations to hundreds, sometimes thousands, of students, farmers, labourers and middle class workers. Although not the first leader to speak directly to voters – both he and Disraeli had spoken directly to party loyalists before on special occasions – he was the first to canvass an entire constituency delivering his message to anyone who would listen, encouraging his supporters and trying to convert his opponents. Publicised nationwide, Gladstone's message became that of the party. Noting its significance, Lord Shaftsbury^{[ who? ]} said, "It is a new thing and a very serious thing to see the Prime Minister on the stump." ^[66]

Campaigning directly to the people became commonplace. Several 20th century Prime Ministers, such as David Lloyd George and Winston Churchill, were famous for their oratorical skills. After the introduction of radio, motion pictures, television, and the internet, many used these technologies to project their public image and address the nation. Stanley Baldwin, a master of the radio broadcast in the 1920s and 1930s, reached a national audience in his talks filled with homely advise and simple expressions of national pride.^[67] Churchill also used the radio to great effect, inspiring, reassuring and informing the people with his speeches during the Second World War. Two recent Prime Ministers, Margaret Thatcher and Tony Blair, achieved celebrity status, like rock stars. "The props in Blair's theatre of celebrity," according to Anthony King, "included... his guitar, his casual clothes... footballs bounced skillfully off the top of his head... and carefully choreographed speeches-cum-performances at Labour Party conferences."^[68]

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