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Is this completely personal preference, or is she swayed by things she reads/watches?
I don't really watch the news or read a paper enough at the moment to know whether Starmer is being perceived in the media.
tbc-
Is this completely personal preference, or is she swayed by things she reads/watches?
I'd say she's a natural tory, but I don't think she's a nutter or a particularly tribal one. She is genuinely a swing voter. If I had to guess I'd say Blair in preference to Major, Hague and Howard but Cameron in preference to Brown.
I suspect that the aura of competance is probably a fairly key factor, and possibly a decisive one.
I don't know if that's true for all swing voters though. In general I think it's almost so obvious that it doesn't need explaining that Starmer is more attractive to them. Whether that's at the cost of more traditional Labour voters (and whether that matters) I'm not sure.
christianSpaceman
It might well be this. My mother ( who, for context, currently thinks that Johnson is making a "good effort of a difficult job") likes Starmer. She's a Blair era swing voter who you couldn't have paid to vote for Corbyn, she will vote for Starmer.