‘Let me tell you what I believe’: Narratives, storytelling and ethos building, the case of Tory leaders (2005–2023)

This article proposes a critical narrative analysis of the way recent Conservative leaders have used storytelling to talk about themselves and reinforce their political ethos during the annual party conferences. We will use David Cameron’s transformative tenure as a starting point, as he tried to usher in a new Conservative creed, more compassionate and voluntarily different from Thatcherism. We will then see how his successors have also resorted to narratives to establish a strong political ethos. The main objective of the article is to examine the evolution of the image of the Conservative leader and to assess the role storytelling has played in this important communicational process.