Why did Boris Johnson Win the 2012 Mayoral Election?

Andrew S. Crines


This article investigates the rhetorical and oratorical abilities of Boris Johnson and Ken Livingstone towards explaining the 2012 London Mayoral election result. This discussion highlights the importance of personality in the election campaign, in particular relation to the impact of the overarching taxation issue. By drawing upon a selection of rhetorical and oratorical devices, this article argues that Johnson won because of a range of issues that included his strong communicative abilities, the inverse failure of Livingstone to engage rhetorically with the electorate, and the corrosive perception of impropriety on the taxation issue. Combined with the overfamiliarity of the London electorate with the Labour candidate, this benefitted Johnson electorally.

Full Text: PDF
Download the IISTE publication guideline!

To list your conference here. Please contact the administrator of this platform.

Paper submission email: PPAR@iiste.org

ISSN (Paper)2224-5731 ISSN (Online)2225-0972

Please add our address "contact@iiste.org" into your email contact list.

This journal follows ISO 9001 management standard and licensed under a Creative Commons Attribution 3.0 License.

Copyright © www.iiste.org