This is from an article by John Harris in the Guardian.
'This is part of the reason the Conservative campaign has unravelled. Before the advent of social media, politicians could teeter on the brink of absurdity and repeatedly fall the wrong way, safe in the knowledge that we all had to wait for the next helping of Spitting Image or edition of Private Eye for their bubble to be burst. Now it happens instantaneously. Moreover, for all its flaws, the Facebook age is egalitarian in spirit. Woe betide the politician who will not turn up to the debate, or who seems to have an aversion to meeting the public.
In the midst of all this, what can politicians do? Be yourself. Do not dissemble. Forget the old idea that if you endlessly parrot the same lines, you can be sure that most people will see the message only once or twice: the likelihood is that the parroting will be edited into a 20-second video clip, and you will be rendered absurd. Treat the orthodox media’s rituals with a gentle mockery, which chimes with how most people feel about them.'
This is why May's soundbites don't work this time.
Off to buy my Guardian now.