Salience, Relevance, Differentiation and The Polling Booth , A Crosby Show Blogzine.

Salience, Relevance, Differentiation and The Polling Booth point of sale


The NHS, Fairness, Immigration & People, Brexit and an end to Austerity. Are the Relevant and Salient issues I get from the Data.

Applying An analysis with the lens of Lynton Crosby's 4 Elements in Campaigning, Namely;

1. Salience, ( Is it out there)

2. Relevance ( Do the people Give a Shit?)
Is it personally Relevant?

3. Differentiation ( They say That Too.)
Political Differences, Wheres the change, why change?

4. The point of Sale Execution (WTF?)
(Making the Lies Stick, Connect the policies to the Party.

Crosby says "if in Doubt Believe in something", if your losing 
then get someone else to do the Dirty work for you.


Surrogates. Negative Campaigning.
Candidates must carry
( The figures are Video Timings for direct Quotes)
5:28

the positive messages talk about what

5:30

they want to achieve and so forth and

5:32

then the campaign itself maybe the

5:34

literature that's put out or what or in

5:36

what they call in the United States
5:38
surrogates in the US you know Obama had
5:41
lots of surrogates who are attacking 
and
5:43
Mitt Romney all the time of values
5:46
wealth decisions he's made in the past
5:48
they should carry the sort of more
5:51
negative messages tone is very important
5:53
when you're executing we should be
5:56
executing anybody when you're executing
5:58
when you're executing a negative
6:00
campaign and certainly candidates
6:04
should overwhelm when we only ever
6:05
communicate a positive narrative
6:07
suitable towards the end of the campaign
6:09
for people to report all of us being
6:10
this surge in the SNP that Scottish
6:13
Nationalist Party and that's you know
6:15
upsetting the dynamic for labour the
6:18
first time we picked that up was in
6:19
November of 2014 when in discussions in
6:26
focus groups people said Ed Miliband's a

6:29

very weak man if the SNP do really well

6:32

and he relies on them to govern they

6:36

will push him around who knows what we

6:39

would get and that was the word

6:42

that was from the mouths of voters well

6:44

before anybody had picked up this sense

6:46

so we, you know started building on that

6:48

then we didn't wasn't something that

6:50

came late in the campaign it came late

6:52

in a lot of people's realisation 
 
7:38  
when you're running a campaign you have a particular
7:41
objective and that is you know to get
7:44
your side over the line to help them
7:49
win in in the right way not breaking the
7:54
law consistent with your values and all
7:55
of those things

Fattening the Pig For Market, 


"You Can´t Fatten the Pig on market day, you have to do as much as possible in advance".

with the limited resources you have you
9:38
need to ensure that they are focused on
9:40
where they will yield the most return so you
9:44
start by locking in your base you then
9:46
move to the swing group and focus your
9:50
resources on you know that's a core vote
9:52
strategy well if you focus just on your
9:53
base you're never going to win it comes
9:56
down finally to Labour and the Liberal
9:58
Party of conservatives and the
9:59
Socialists basically but the principle
10:02
remains you need to know who is your
10:03
base who is your swing and who is your
10:05
aunty and sometimes this is attributed
10:09
to me in the UK media but it didn't come
10:13
from me, it came from John Howard who is
10:15
Prime Minister of Australia the
10:17
The statement, "you Can't Fatten a Pig on Market day"

Boris Johnson Parroting Crosby.

" what Lynton 

will tell you is that you can't, he can't

fatten a pig or market day".

 10.28


"so it's very
important that you understand,"" you can't
 
Fatten a pig on market day,"" you're going

to do as much as possible in advance"

Four Elements.
7:55
of those things and they're really four
7:57
four elements to political issues that I
8:01
look at political issues support for to
8:04
satisfy for tests to work out whether
8:06
they're relevant for us in the campaign
8:08
context the first is is an issue
8:11
generally salient that is it out there
8:13
and sort of makes sense the people that
8:14
you're talking about it
8:17
secondly they're personally relevant 

if
8:20
it's not generally salient and you start
8:21
talking about people think what on earth
8:24
are, you know where he or she can
8:26
become what are they talking about you
8:27
know there's no connection many rivers so
8:29
it needs to be that general salience but
8:30
then you need to have personal relevance
8:32
people need to see how it relates to
8:34
them in their lives or relates to
8:37
something that's important to them
8:40
they're the first to test the
 Third test

8:43

is, it's got to be capable of being
8:45
politically differentiated 

if you can if
8:48
you've got to set it you've got to set
8:50
yourself apart from your opponent
8:51
otherwise, why would people if they voted
8:54
for them, last time and you're offering
8:55
the same there's no political
8:57
differentiation well why would they
8:58
change to you so it's there's got to be
9:01
political differentiation and then
9:03
finally, your the issues that you pursue

9:06

have to be capable of a point of sale
9:08
execution what I mean by that is they
9:11
have to relate to how people behave in a
9:15
polling place and people have to
9:20
know the connection after that over I'm
9:21
going in to vote when I vote I'm doing
9:23
this because
9:26
this is the consequence of me doing this
9:28
which is a positive consequence in some
9:31
way to produce a leaflet whatever it is
9:35
with the limited resources you have you
9:38
need to ensure that they are focused on
9:40
where they will yield the most return


Let's Refresh ourselves´ on the four elements.

Salience, ( Is it out there)

Relevance ( Do the people Give a Shit?)
Is it personally Relevant?

Differentiation ( They say That Too.)
Political Differences, Wheres the change, why change?

The point of Sale Execution (WTF?)

Making the Lies Stick, Connect the policies to the Party.


Crosby´s Core Objectives.

Lock in base then, move to the swing Group.

Who is your base?

Who is your Swing? and 

Who is your Anti?








Applying Lynton Crosby's Method to the Following Video Transcripts, Last Nights Battle for No10 interviews on Sky and the previous Leaders Debate on Sky, What is Salient, What Is is Relevant, Where is differentiation required and What is Lynton USP his positives for the Candidates and the Negatives for the Surrogates?


#BattleForNumber10: May v Corbyn

 
39,465 views
Streamed live 10 hours ago
#BattleForNumber10: Theresa May and Jeremy Corbyn are facing a live studio audience ahead of the General Election.

The Conservative leader and the Labour leader will each face an audience Q&A hosted by Sky News Political Editor Faisal Islam. They will each then be interviewed by Jeremy Paxman.
"ensure that they are focused on

where they will Yield most return"


Here is the Tag Cloud I generated from Last Nights Battle For No 10 Program.

Here are the Issues Survation asked its polling audience to rate.

http://survation.com/wp-content/uploads/2017/05/Final-GMB-GE2017-IV-Tables-260517TOCH-1c0d0h9.pdf

Here are the trend Lines in the Polling which Mr Crosby will no doubt take note of in the instructions for his army of Surrogates.

https://en.wikipedia.org/wiki/Opinion_polling_for_the_United_Kingdom_general_election,_2017






Will Mr Corbyn asking politely if he could refer to the figures as he wants to give an accurate figure, is construed in a negative light when the surrogates go to work? Mr Corbyn I would suggest Made a connection with the Audience, Differentiated the Labour Policy for negotiating Brexit and showed the relevance and salience of the different approach of Labour 2017 from the Strong and Stable "Nasty Party" and the proudly self-identifying "Very Difficult Woman" from "The Nasty Party"

Mrs May is known in less Charitable circles as May Bot. I suspect Mr Crosby is preparing a stunt double for Public appearances as Mrs May´s cold metallic touch ""There are many complex reasons for Food banks ´´, is not people friendly and People and Immigration, The NHS,Fairness and the clear evidence that Post 2008 and after the 2010 Coalition, "WE" were definitely not all in the Austerity Shit together.



Here's the tenor of the debate on my Facebook Timeline a group of musicians in Bristol UK, of varying political stripes.

If anyone is listening to radio 4 right now Corbyn has just made the biggest Faux pas going - when challenged on the figures on education costs in his manifesto he was unable to quote his figures....... 4.8 billion plus 2.4 billion which was quoted by the radio presenter ....... poor interview and very damaging .......

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Comment
Comments
Sean Cardwell Oh dear!

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Reply2 hrs
Sean Davey I really don't put much stock at all in the ability to memorise some numbers. Likewise with similar gaffes from Gove, Abbott and Hammond. Wouldn't you prefer someone that is good at coming up with policies and administering the country?

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4
2 hrs
Gemma Watkins First rule in business : know your numbers.... it's a given

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2
2 hrs
Stephen Hogarth-Jeans Gemma Watkins also TBH JC has never administered or managed anything bigger than a talking shop,I wouldn't trust him to manage my local takeaway!

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1
2 hrs
Al Swainger Yep - this is why they have teams of advisors and, ultimately, the civil service. Better to know what to do with data than have data and not know what to do with it.

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1
2 hrs
David Murray Milne yes I was listening, didn't come across too well

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Reply2 hrs
Al Swainger Better give up and vote Tory then I suppose... 

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Reply2 hrs
Paul Field Back to my point. They're all useless. Are Corbyn and May really the best the UK has to offer? I wouldn't employ any of them

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Reply2 hrs
Al Swainger Whether you feel they are or not, they are realistically the only choices we are being presented with and IMO May is no choice at all so...

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Reply2 hrs
Paul Field I'm going for hung parliament. Would like to see them forced to work together for once.

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1
2 hrs
Matthew Duncan We may as well have Mr bean as prime minister if Corbin gets in. The guy just comes across as an old hippy. Imagine the brexit deal we would get. He would be like the guilty guy in a divorce just giving it all away.

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Reply2 hrs
Fergus Jack You can't even spell his name right you fool! ðŸ˜‚😂😂😂

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Reply1 hr
David Greenhalgh Corbyn did brilliantly last night against May. So he made a gaff this morning. Read the Labour manifesto, look at the numbers and decide what kind of country you want to live in, fight for it and be part of the change you seek, instead of sitting back on your lazy arses pretending to be media pundits. Paul, with respect, I don't think anyone cares who you would or wouldn't employ. Show us your shoe leather.

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2
2 hrs
Gemma Watkins Who are you calling lazy or in fact who is pretending to be media pundits?

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2
2 hrs
David Greenhalgh I'm sure you work as hard as anyone else in your working life, but that's not what I'm referring to. Uncommitted political commentary, the projection of self-assurance and taking umbrage on facebook is easy. Nailing your colours to the mast, fighting and taking the knocks takes character. As I said, let's see your shoe leather.

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1
40 mins
Gemma Watkins Hi David 

Are you a councillor, politician, MP? Do you canvass or campaign on behalf of your party? What is it you do personally to contribute towards your constituency, area, values?

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1
30 minsEdited
Paul Field I care! And I think they're awful politicians

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Reply2 hrs
Gemma Watkins Can we stop insulting each other please!!!

If anyone thinks this is a nice tidy battle of a Corbyn v May then they are mistaken..... this is about Brexit and who is going to be left with the reputation of dealing with the complex alarming disentangling in the years to come. Forgetting numbers is not an over sight or mistake, it's a tactic ! Think people !

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1
1 hrEdited
Sanjoy Banerjee Sorry Gemma, I disagree with you on this one. There is an ocean of difference between the vision of Britain offered by the two parties headed by these candidates, and concentrating on the minutiae entirely misses that. In broad terms you have a party committed to ideological spending cuts in order to create a low tax economy (it has nothing to do with the deficit - if it did then the national debt would not have risen from £800bn to £1.7tn during 'austerity') versus a party committed to a costed plan on investment in growth and public services.

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Roger Lewis We will see the press will, of course, get as much mileage out of this as they can. Watching the whole clip, which many will not ( there is a video, I do not listen to Woman's Hour, I think it probably sounded worse than the footage.
http://www.bbc.com/.../jeremy-corbyn-stumbles-over...
Time will tell I think Mrs May is not a good candidate she is much worse than Mr Corbyn in my opinion.


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Reply14 mins
Roger Lewis http://election2017.ifs.org.uk/.../labour-s-childcare... Heres the IFS take on the proposals.
What I am doing presently is analysing last night's debate and will be doing a comparison of the BBC editing. Looking for Crosby´s surrogates.
I made this tag
...See More


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Roger Lewis On Issues look at how large the don't knows and other are, The narrowing of both the polls and the falling Odds at the bookies are also telling.

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Roger Lewis 6% and the Odds down to 6-1 for a hung parliament thats what I am betting on , was 14-1 a week ago? Roger Glyndwr Lewis‏ @RogerGLewis 3h3 hours ago
More
Replying to @Nigel_Farage
...See More


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Borrowing from Mr Crosby´s Swine analogy "You Can´t Fatten the pig on market day". I feel dear reader we should remind ourselves of some other Porcine Analogies. Firstly Mr Crosby will be aware that he can not make "a Silk Purse out of a Sows Ear". Indeed it is unadvisable to think that one can put lipstick on this particular Pig, let alone transform its Ears into the necessary receptacle for Mrs Mays string of pearls. Our extant Sow, this present Candidate and her Presidential Campaign, shrieking "Two Legs Good and Four legs bad",
And "casting all the pearls before the corporate swine" brings to mind the scene in S1Mone . 
"Once the pressure of serving his creation reaches a breaking point for Viktor, he decides to ruin Simone's career as an act of vengeance. Simone's next film, I Am Pig, is her directorial debut and a tasteless treatment about zoophilia intended to disgust audiences, which not only fails to achieve the desired effect of audience alienation, but also serves to foster her credibility as a risk-taking, fearless and avant-garde artist. Taransky's subsequent attempts to discredit Simone by having her drink, smoke and curse at public appearances and use politically incorrect statements similarly backfire, when the press instead begins to see her as refreshingly honest."
That story Line, 

It seems is for the Movies In Real Life, Pork, it seems will be off the Menu and the Audience refuse to see the Silk Purse qualities in the  Avatar of the Wizard of Oz´s sub-par Sow.



Mr Crosby has been fattening the wrong Tory Pig for a very long time, The Substitute Pig he has presented to Market is below merchantable quality. This Lady is for Turning and This Turd is certainly not for polishing.

 

ELECTION 2017, DEBATES 2010, 2015 AND 2017 IN WORD CLOUDS. THE HUG THAT SAID IT ALL IN 2015.


The following 3 data presentations are what you will make of them. I carried out the analysis for my own curiosity as to whether the political debates ever touch on Ideology or Ethics. What it is to be Liberal, Conservative or Progressive.
In the 2015 debates Leanne Woods, Nicola Sturgeon and Natalie Bennet stood out for me as the most politically pedagogical as they all mentioned Austerity and Cuts and Woods and Sturgeon have even identified explicitly the Ideology of Neo Liberalism in their interview appearance that campaign.
Draw your own conclusions of course.

In 2017 Brexit was the early runner and of course, the position of the 3 Female leaders who showed up all being remainers did not find it convenient to draw the attention of voters to the hopelessly Neo-Liberal and embedded Austerity positions of the EU, with Austerity baked into trade deals and institutions alike.

The neo liberal Ed Milliband missing out on the Anti Austerity and decidely anti-Neo-Liberal 2015 group hug.


United Kingdom general election debates, 2010

From Wikipedia, the free encyclopedia
Gordon BrownDavid Cameron official.jpgNick Clegg by the 2009 budget cropped.jpg
Gordon Brown
Labour
David Cameron
Conservative
Nick Clegg
Liberal Democrats
20102015 debates →
The United Kingdom general election debates of 2010 consisted of a series of three leaders' debates between the leaders of the three main parties contesting the 2010 United Kingdom general electionGordon BrownPrime Minister and leader of the Labour PartyDavid CameronLeader of the Opposition and Conservative Party; and Nick Clegg, leader of the third largest political party in the UK, the Liberal Democrats. They were the first such debates to be broadcast live in the run-up to a UK election.
The debates ran without a break for 90 minutes and were broadcast weekly by ITVBSkyB and the BBC over three successive Thursday evenings starting on 15 April. They were moderated by Alastair StewartAdam Boulton and David Dimbleby respectively. The first half of each debate focused on a particular theme (domestic, international and economic affairs), before general issues were discussed. The questions were not disclosed to the leaders before the debate.
In addition to the leaders' debates, on 29 March, the three main parties' financial spokesmen participated in a debate focusing on the economy, with the Chancellor of the Exchequer Alistair Darling debating with the Shadow Chancellor George Osborne and Liberal Democrats' Treasury spokesman Vince Cable on Channel 4. Debates also took place between 19 April and 5 May, a series of debates also took place on the BBC political TV series The Daily Politics, between members of the incumbent Labour Cabinet and their ConservativeLiberal Democrat counterparts and representatives from the Green Party, the Scottish National PartyPlaid Cymru and the UK Independence Party.
Debates were also held in Scotland and Wales and Northern Ireland, due to the devolved nature of various aspects of government in Scotland, Wales and Northern Ireland. In Scotland and Wales, representatives of three main parties were joined by respective nationalist party representatives who stand MPs only in Scotland and Wales, while in Northern Ireland, due to the main parties having no seats, debates were held between the four largest Northern Irish parties. The arrangements for the UK-wide leaders debates were criticised for being restricted to the main UK parties excluding other national minor parties and nationalist parties in Scotland and Wales, for covering many domestic matters which are devolved from Westminster, and also for being held in three locations solely in England.

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United Kingdom general election debates, 2015

From Wikipedia, the free encyclopedia
David Cameron official.jpgEd MilibandNick Clegg by the 2009 budget cropped.jpg
David Cameron
Conservative
Ed Miliband
Labour
Nick Clegg
Liberal Democrats
Nigel Farage MEP 1, Strasbourg - Diliff.jpgNatalie Bennett Take Back Our World.jpgNicola Sturgeon 2.jpg
Nigel Farage
UKIP
Natalie Bennett
GPEW
Nicola Sturgeon
SNP
Leanne Wood.jpg
Leanne Wood
Plaid Cymru
← 2010 debates20152017 debates →
The term "United Kingdom general election debates" of 2015 refers to a series of four live television programmes featuring the main political party leaders that took place in March/April 2015 in the run-up to the general election. After various prior proposals and arguments over which parties should be represented,[1][2] there was a single debate between the leaders of seven British parties:[3]
There was a second debate involving the "challengers", those in the above list who were not members of the outgoing coalition government. There were also two programmes - one with Cameron and Miliband; one with Cameron, Miliband and Clegg - in which the leaders answered questions but did not debate head-to-head.
Following the result of the election, a survey of 3,019 people, carried out by Panelbase, found that 38% of voters considered the debates to have influenced their voting intention.[4][5]

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United Kingdom general election, 2017

From Wikipedia, the free encyclopedia
United Kingdom general election, 2017
United Kingdom

← 20158 June 20172022 →

All 650 seats in the House of Commons
326 seats needed for a majority
Opinion polls
Theresa MayJeremy Corbyn
LeaderTheresa MayJeremy Corbyn
PartyConservativeLabour
Leader since11 July 201612 September 2015
Leader's seatMaidenheadIslington North
Last election330 seats, 36.9%232 seats, 30.4%
Current seats330229
Seats neededSteadyIncrease 97

Nicola SturgeonTim Farron
LeaderNicola SturgeonTim Farron
PartySNPLiberal Democrat
Leader since14 November 201416 July 2015
Leader's seatNot contesting[n 1]Westmorland & Lonsdale
Last election56 seats, 4.7%8 seats, 7.9%
Current seats549
Seats neededN/A[n 2]Increase 317

2017UKElectionMap.svg
A map of UK parliamentary constituencies.

Incumbent Prime Minister


2005 election  MPs
2010 election  MPs
2015 election  MPs
2017 election  MPs
The United Kingdom general election of 2017 is scheduled to take place on 8 June 2017. Each of the 650 parliamentary constituencies will elect one Member of Parliament (MP) to the House of Commons, the lower house of Parliament.
In line with the Fixed-term Parliaments Act 2011, an election had not been due until 7 May 2020, but a call for a snap election by Prime Minister Theresa May received the necessary two-thirds majority in a 522 to 13 vote in the House of Commons on 19 April 2017.
The Conservative Party, which has governed since 2015 (and as a senior coalition partner from 2010), is defending a majority of 12 against the Labour Party, the official opposition. The third largest party, the Scottish National Party, won 56 of the 59 Scottish constituencies in 2015. The Liberal Democrats, and the Northern Irish Democratic Unionist Party, are the fourth and fifth largest parties, with 9 and 8 seats respectively.
Negotiation positions following Britain's invocation of Article 50 of the Treaty on European Union in March 2017 to leave the EU are expected to dominate the election campaign. Opinion polling for the popular vote since the election was called has given May's Conservatives a significant lead over Labour led by Jeremy Corbyn.


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The Video below is My Critique of Paul Johnsons ÃŒnependant´expert view on the BBC Reality checks of the Tory and Labour Party Manifestos.

facts are not important to religious
15:46
ideologies and neoliberalism is a
15:50
religious ideology I suggest that this
15:55
independent expert on the BBC is a
15:58
priest of neo- liberal ideology and what
16:02
we actually see is that in the current
16:04
constitution of the British state and
16:07
and the European state and  really
16:11
within the Washington Consensus is
16:14
actually, a religious doctrine embedded
16:20

in government 









Theresa May launched her party's general election manifesto with promises of more money for services such as the NHS and schools, but where is the money coming from?


40:58
measure that both labor and the Lib dems have promised
41:01
of course is an increase in
41:03
income tax not the Torys

Paul Johnson - Institute For Fiscal Studies - IFS


(TALKING HEAD) ´´ you look at this
41:07
manifesto and whilst there is
41:09
little actually promised not to increase
41:11
income tax and national insurance and so on
41:14
what you've got is a pretty modest set
41:16
of proposals which probably aren't going
41:18
to require terribly much
41:20
in the way of tax increases´´

one big conservative
41:25
promise in the Cameron years was the
41:27
triple lock on pensions under which the
41:29
state pension rises by the rate of
41:31
inflation average earnings or 2.5%
41:33
percent whichever is the highest Theresa May Wants
41:36

to scrap that losing
41:38

(David David Speech Brexit.)
the
43:13
negotiations are about to begin with the
43:15
European Union won't be easy they will be
43:19
challenging and at times they'll be tough
43:23
in Theresa May
43:26
Britain has a prime minister with the
43:27
strength to lead Britain through these
43:29
negotiations and make a success for the
43:32
future”

Narrator.
but the outcome of those
43:35
negotiations over the next two years is
43:37
deeply uncertain at the moment the
43:39
manifesto reasserts that the Conservatives
43:41
think no deal is better
43:44
than a bad deal so the union
43:46
negotiations will probably be more than
43:48
anything else in the next parliament to
43:50
determine the health of the British
43:51
economy and the chances for any
43:53
political party to put their promises
43:56
into practice





so that was the conservative
44:06
reality check so-called reality check
44:10
and here is the so-called labor
44:13
manifesto reality check



Jeremy Corbyn unveiled pledges costing £48.6bn in his party's election manifesto. Reality Check correspondent Chris Morris crunches the numbers.


46:00
labour says it can finance all its
46:02
current spending plans through changes in the tax
46:05
system forty eight point six billion out
46:08
    1. billion in so does that add up

Paul Johnson - Institute For Fiscal Studies - IFS



      (TALKING HEAD SAME AS TORY video.)and
46:11
they're suggesting a fifty billion pound
46:13
increase in tax which if it were to
46:16
be implemented by the way would take the
46:18
tax burden of this country to the highest level
46:20
its been in about seventy years but
46:23
actually I think theres an awful
46:25
lot of uncertainty about whether you
46:26
could actually raise that amount of tax
46:29
they're talking about very very large
46:30
increases in taxes on companies which
46:33
would likely reduce the amount of
46:35
investment that they do so I think the
46:37
actual amount you could get from these policies
46:39
certainly runs into the tens of
46:41
billions but probably doesn't reach
46:42
the fifty billion that labor are
46:45
claiming”

Narrator

so that's tax but there are
46:48
also big plans for investment spending
46:50
all those nationalization plans you've
46:52
heard about water companies the Royal
46:54
Mail and so on labour says it will
46:56
borrow money to pay for future
46:57
investment it's talking about national
47:00
transformation fund of 250 billion pounds
47:03
but there's no detailed costing of
47:06
those nationalization plans in the
47:08
manifesto that will be the source of
47:10
controversy and political debate but
47:13
labor does make one bold promise it
47:15
says it's committed to ensuring that the
47:18
national debt is lower at the end of the
47:20
next parliament than it is today






GENERAL ELECTION 2017 PARALELLES TO 1951. #CORBYN4PM LABOUR CAN WIN










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