Ideology and political parties are frequently depicted as disparate entities, with scholars citing a range of exogenous and endogenous changes to demonstrate the decreasing relevance of ideology to party politics. This article moves away from such accounts by looking at the role of actors, and specifically party leaders, in contributing to perceptions of ideological decline. Through an examination of the rhetoric of Labour and Conservative Party leaders in Britain between 1946 and 1997, this article contends that politicians have engaged in, what is termed here, ‘ideological quietism’. In this sense, parties have not abandoned ideology but have made rhetorical shifts indicative of ideological decline.
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