Small slogan

Leaving aside its content, you've got to wonder about the rhetorical appeal of the Conservatives' idea, the Big Society. If it was indeed meant to echo Lyndon Johnson's Great Society, I reckon there's been a misjudgement there. 'Great' has connotations of quality as well as size that 'Big' doesn't quite measure up to. 'Big' invites the mocking suggestion of cognate size-related terms, like the Tall or the Huge or the Plump Society - rather than the activity or vigour or self-propulsion the Tories are clearly aiming at. It also suggests the rather obvious rejoinder: the Big Con.