Roll Over Beethoven it is not.
At the same time, Vox found ways of reaching groups of voters who were disgruntled by other aspects of modern life that the mainstream parties weren’t addressing. Think about how record companies put together new pop bands: they do market research, they pick the kinds of faces that match, and then they market the band by advertising it to the most favourable demographic. New political parties now operate like that: you can bundle together issues, repackage them, and then market them, using exactly the same kind of targeted messaging – based on exactly the same kind of market research – that you know has worked in other places. The ingredients of Vox were the leftover issues, the ones the others had ignored or underrated, such as opposition to Catalan and Basque separatism; opposition to same-sex marriage; opposition to feminism; opposition to immigration, especially Muslim immigration… It wasn’t an ideology on offer, it was an identity: carefully curated, packaged for easy consumption, queued up and ready to be “boosted” by a viral campaign.
Anne Applebaum in the Twilight of Democracy. Her description of Boris Johnson — her once fellow traveller — is well worth a read; I am glad the lawyers thought so too.