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Article published In: Narrative Inquiry
Vol. 36:1 (2026) ► pp.111–132

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Family narratives as a way out of the political wilderness?

The case of opposition leaders in the United Kingdom

ORCiD logo with link | Université Jean Moulin Lyon 3Lyon
Published online: 11 September 2025
DOI logo with link
https://doi.org/10.1075/ni.24112.bon
Abstract
This article discusses the use of so-called “family narratives” in political discourse by analysing critically the way opposition leaders have resorted to this type of narratives in the United Kingdom. It is argued that family narratives represent a discursive gateway out of the political wilderness and back into contention for national leadership. They enable politicians to convey positive values that serve a three-fold process: the elaboration of a powerful ethos, the modernisation of their party and the rebranding of their party as a caring political organisation. Within a CDA framework, we analyse the relevance of family narratives in political communication and how they help opposition leaders reconnect emotionally with voters, after long spells in the wilderness. This is why we focus specifically on Tony Blair, David Cameron and Keir Starmer. The article also reveals how those narratives are instrumental in a new conception of masculinity and leadership in the UK.
Article outline
  • Introduction
  • The moral economy of family narratives in political discourse
  • Methodological approach
  • Analysis: Family narratives as discursive tools for party rebranding
    • Tony Blair’s crusade to regain the title of “party of the family”
    • David Cameron’s new conception of the “family man”
    • Keir Starmer as the prodigal son
  • Discussion and conclusion
  • Notes
  • References
References (65)
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