Scones and shoes: Is this the reinvention of Theresa May

From talking tough on Brexit to sharing her scone recipes and discussing shoes. Are we witnessing a softer side to Theresa May?
Theresa May has the respect of the public, now her advisers are working on her likeability. Ben Birchall/PA WireTheresa May has the respect of the public, now her advisers are working on her likeability. Ben Birchall/PA Wire
Theresa May has the respect of the public, now her advisers are working on her likeability. Ben Birchall/PA Wire

WHEN Theresa May accepted the leadership of the Conservative Party, and with it the job of being Britain’s 76th Prime Minister, the comparisons with the role’s only previous female incumbent were inescapable.

From the power dressing and echoes of Margaret Thatcher’s St Francis of Assisi speech as she entered Downing Street to the barbed jokes at the Opposition’s expense in her first Prime Minister’s Questions, Mrs May has shown herself to be a no-nonsense leader determined to get things done.

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Yet the build-up to her speech today at the Conservative Party conference has revealed a different, altogether softer side to the PM’s personality.

Caroline Goyder says the likes of Theresa May and Angela Merkel are redefining the image of women in positions of power.Caroline Goyder says the likes of Theresa May and Angela Merkel are redefining the image of women in positions of power.
Caroline Goyder says the likes of Theresa May and Angela Merkel are redefining the image of women in positions of power.

First she was sharing her family recipe for scones as part of a Sunday newspaper interview, then she popped up on Good Morning Britain discussing her love of quirky shoes. In recent days she has even lent her support to former political rival Ed Balls, backing the ex-Morley and Outwood MP to win the latest instalment of Strictly Come Dancing.

So which is the real Theresa May?

One person who has been following developments with interest is voice and image consultant Caroline Goyder, who believes Mrs May is seeking to tackle a perennial question facing women in positions of power.

“The classic problem for women at this level is that being respected and being liked are two ends of the continuum,” she says. “Give people the outline of a boss who wants complete control and they all want to work for him. But if you present the exact same biography of a woman – very strong, very ambitious – they tend to say: ‘She sounds impressive, but I wouldn’t want to work for her.’

Mrs May is believed to be gearing up for a General Election in May next year. Stefan Rousseau/PA WireMrs May is believed to be gearing up for a General Election in May next year. Stefan Rousseau/PA Wire
Mrs May is believed to be gearing up for a General Election in May next year. Stefan Rousseau/PA Wire
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“I think when it comes to elections the same is true. Theresa May hasn’t had to be elected, so she comes across as someone who isn’t too bothered by what people think of her. But I suspect they’re starting to gear up for an election and that she’s had some advice about needing to boost her likeability.”

The polls show that we respect Mrs May more than any other political leader in the country, which might not be too difficult. But now her advisers’ job is to make us like her as well, softening the edges and presenting her as a rounded human being. Hence those scone recipes.

Goyder feels that German leader Angela Merkel is a closer blueprint for May than Thatcher. The Iron Lady was known to use her feminine wiles to manage the men in her Cabinet, she reasons, but doubts that this will be Theresa May’s modus operandi.

“So far it’s been more about presenting herself as very competent, pragmatic, gets the job done, and it doesn’t matter whether they like me or not. The model for that is definitely Merkel and also Hillary Clinton.”

Caroline Goyder says the likes of Theresa May and Angela Merkel are redefining the image of women in positions of power.Caroline Goyder says the likes of Theresa May and Angela Merkel are redefining the image of women in positions of power.
Caroline Goyder says the likes of Theresa May and Angela Merkel are redefining the image of women in positions of power.
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But in many ways, aren’t these the perfect conditions for Theresa May to simply be herself rather than fall into the trap of favouring style over substance as others have done?

Goyder subscribes to that theory, noting that after the trauma of the Brexit vote and the ensuing political fallout, the nation was crying out for a leader “who doesn’t seem to have a big ego and just wants to get the job done”.

And she doubts Mrs May will now sacrifice her steely resolve to set Britain on the right course at the altar of anything too touchy feely.

“She strikes me as someone who knows what works and what doesn’t,” she says. “I’d be surprised if she got too caught up in the froth.

Mrs May is believed to be gearing up for a General Election in May next year. Stefan Rousseau/PA WireMrs May is believed to be gearing up for a General Election in May next year. Stefan Rousseau/PA Wire
Mrs May is believed to be gearing up for a General Election in May next year. Stefan Rousseau/PA Wire
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“The scones and shoes thing is interesting. If you look at someone like Christine Legarde, she’s the head of the International Monetary Fund and makes jewellery in her spare time. She’s very feminine but occupies a powerful role and is highly authoritative.

“I don’t think the two are mutually exclusive. Women like Theresa May are now reworking what female leadership looks like.”

For more on Caroline Goyder and her work visit www.gravitasmethod.com