A 1931 appeal by Baldwin for support for the National Government, arguing that the Labour Party (under Arthur Henderson) had disrupted the stability of the country. Baldwin was, in effect, second in command of the National Government. However, he was better suited to film than the Prime Minister, Ramsay MacDonald, who always looked uncomfortable in the glare of the camera. Baldwin, indeed, had had advice and encouragement from various film producers, and from John Reith, director-general of the BBC. This advice and his own naturalness in front of the camera served him effectively in the 1935 election, when he was returned as prime minister.

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