Existing accounts of how the Conservative party responded to the challenges of mass democracy after 1918 draw heavily on Stanley Baldwin’s leadership. Chapter 2 explores how local Conservative parties related to this Baldwinite public appeal, which was created in their party’s name using the latest mass-media technology but which they often found at odds with their own conception of popular Conservatism. It considers how activists sought to rehabilitate a ‘politics of place’ after 1918, shaping their own policy appeals, choice of language and public identity according to local political traditions and the perceived interests of the local electorate. It argues that the Conservatives’ experience of the 1920s was therefore marked by an uneasy asymmetry of appeals at national and local levels and highlights the mixed reception and doubts about the effectiveness of Baldwinite Conservatism. In doing so, it brings to the fore the attitudes with which Conservative activists approached the formation of the National Government in 1931.

Drawing upon the case studies of Ilford, Epping, Birmingham Moseley and Liverpool East Toxteth, this chapter explores the relationship between the National Government and popular Conservatism in suburban, predominantly middle-class constituencies. In the 1920s, as chapter 2 argued, suburban Conservatives rejected Baldwin’s attempts to appeal to voters along apolitical lines and instead urged a robust party stance; however, their own struggle to rehabilitate the conspicuous partisanship that had characterised the civic culture of Edwardian Conservatism – and which they interpreted as apathy among ‘known’ local Conservatives - led many activists to doubt the future prospects of Conservatism in the face of Labour competition. Chapter 5 argues that 1931 proved a turning point. The experience of the general election of that year initiated Conservative activists to the advantages of articulating a non-party variety of anti-socialism that matched the cross-party makeup of the National Government. It also encouraged them to cultivate an ostensibly non-party presence in the associational life of the suburbs, including in the new housing estates. Yet, as the chapter demonstrates, the National Government continued to challenge the suburban Conservative activist in some ways: National anti-socialism could be as much a source of competition as cooperation between local Conservatives and Liberals, and the government’s policy of Indian constitutional reform antagonised elements within the party. Even so, by 1935, the Conservatives’ suburban grassroots, so often the voice of diehard Conservatism, remained wedded to the National Government and looked enthusiastically to Baldwin as both the embodiment and facilitator of its ‘national’ appeal.

This chapter charts the overall course and key episodes of the National Government during Ramsay MacDonald’s premiership (1931-1935) and that of Stanley Baldwin (1935-37), considering in particular the fortunes of popular Conservatism in the constituencies. It has four sections. The first explores how the Conservatives exploited the financial and political crises of August 1931 to construct a new anti-socialist paradigm that gave the outgoing Labour government’s alleged failing a concrete form around which all Conservatives could mobilise. The second and third sections outline the National Government’s work in securing economic recovery and responding to the plight of the unemployed. It argues that this reflected a culture of active and imaginative government. The final section explores the relationship between party and ‘national’ political identities in the constituencies. IT argues that the process of defining the National Government in the interests of local Conservatism introduced the rank and file to a broader range of political discourses, which complemented but did not supplant their preoccupation with rehabilitating a traditional politics of place.