This book explores Tony Blair and Gordon Brown's attempt to sell
the European ideal to the British people. New Labour came to power
in 1997 promising to modernize the country and make it fit for the
twenty-first century. In foreign policy, Blair and Brown set about
rethinking core components of the British national identity,
especially the country's relationship to its past and its role in
the world. Rebranding Britain, they argued, meant helping the
British people feel comfortably at home in the European Union. What
did New Labour achieve and did its European policy succeed? How did
Blair and Brown try and persuade the British to accept a European
future? What were the obstacles they faced and the strategies they
used to overcome them? This timely study of New Labour's effort to
build a 'pro-European consensus' in Britain argues that the
government failed to live up to its early promises. Based on
evidence from well over one hundred of Blair and Brown's foreign
policy speeches supplemented by interviews with policy-makers,
advisers and speech-writers from the time, the book is sympathetic
to the challenge New Labour set itself but also critical of the
rhetorical techniques it used to advance the Europeanist cause.
Trapped between a broadly hostile media and an apathetic public,
Blair and Brown failed to provide the necessary leadership to see
Britain to a European future. Theoretically informed, empirically
robust and methodologically innovative, this novel book will appeal
to anyone interested in contemporary British foreign policy, the
New Labour project and Euroscepticism in Britain. -- .
General
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