New research shows that the use of the word ‘choice’ in part manifestos has sharply declined since 2010.
Researchers at the University of Huddersfield have mapped the use of ‘choice’ as a key manifesto pledge since 1900. It found that between the 1980s until 2005, its use increased in party manifestos and in relation to public services.
However, this pattern was reversed in 2010 and the use of the work has halved in the 2015 party manifestos. Researchers have now asked if ‘choice’ is a ‘tired’ buzzword that needed replacing or something to be considered a luxury in austerity years.
Lesley Jeffries, professor of English Language and Linguistics at the University, said: ‘In itself, this doesn’t tell us which of the explanations for its decline is correct, though there is no evidence of a reversal in policies so it is more likely that the word itself has had its day.
‘No one is going to admit to offering ‘less choice’ – although the Green Party does plan to abandon ‘patient choice’ – so the concept has perhaps become equivalent to those absolute ‘goods’ – democracy, freedom and human rights – and is now taken for granted by politicians and citizens alike.’
