has the power to move people & affect political behaviour, even if people have a shallow/very local understanding of the ideology

promotes system of governance guaranteeing individual liberty under law. emerged in 17th &18th century. eventually led to universal sufferage

individual rights - free speech, right of association, freedom of religion. public can check government

free-market capitalism, private enterprise, limited role of state in economy (classical liberals less, social liberals a lil bit more)