Election 2024: Rishi Sunak has already lost control of the narrative

By Alex Prior, Lecturer in Politics with International Relations, London South Bank University

Prime minister Rishi Sunak has announced that a general election will take place on Thursday July 4. Over the course of the next six weeks, therefore, he and Labour leader Keir Starmer will pit their parties, themselves, and their stories, against each other.

But the 2024 general election may prove unprecedented in the relative anonymity of the political leaders. It is being fought by two especially distant political leaders, who have struggled to create, let alone communicate, an engaging personal story.

Both Sunak…

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