Thursday, December 14, 2006

Loving Dion's Language

Dion is developing a consistent message with his attacks on the Conservatives that is a winning, politically shrewd strategy. A few simple characterizations, repeated over and over, using loaded language:
Dion thanked his Liberal colleagues for helping to "unmask" what he calls Stephen Harper's right-wing agenda.

"I plan to make sure that Canadians know the difference between the Conservative approach to champion their narrow ideological agenda that plays to their socially conservative base and our approach to economic prosperity, social justice and environmental sustainability," Dion said.

The Liberals are preparing for an election at any time, but Dion said he would prefer not to rush into one, adding that the party has a lot of work to do in fundraising and developing its platform.

“I need to be ready if this is happening. We have a government, as I said, that is so at odds with Canadians, so frustrated to not be able to implement its right-wing agenda, it may put us in an election at any time,” Dion said. “The Liberals and the other two parties have difficulties to agree with anything this government is proposing, so it’s a bit of a dysfunctional situation.”

Dion is playing Harper's game of manipulation, by framing his opponent in language that is clearly meant to alienate. Terms such as "social conservative", "right-wing" and "ideologues" all touch a nerve, and neutralize the Harper spin machine that tries to paint the government as moderate. These characterizations, if Dion can make the stick, are pure death politically in the majority of the country. Dion repeats them on every occasion, and every Liberal strategist should be instructing all MP's and pundits to adopt the same language. This is the theme, short and sweet, loaded terms meant to alarm. And the great part, it's true!!

There are lessons for Liberals in Harper's political approach. The Conservatives are slick, focused and rely on a few pointed slogans to get their message out. Does anyone doubt we will hear "promise made, promise kept" a billion times during the next campaign? Keep repeating, repeating, until it becomes accepted as established fact. A good example, if you polled most Canadians I bet they think that the Conservatives lowered taxes for the middle class. This reality, in spite of the fact that the numbers suggest otherwise. The reason, Flaherty and Harper repeating the phrase over and over, so much so the details are lost in the overarching theme.

Dion's positioning of the Liberals as the mainstream, the Conservatives extreme, is political gold. This point has to be hammered home, in every speech, by every Liberal. The other side acts like a borg-like monolith, Liberals need to respond in kind. Dion's characterizations can stick, because there is ample evidence to support the thesis. In a sense this strategy has its own element of propaganda, but really it just cuts through the disguise. Harper is a right-wing, narrow ideologue, that embraces all the tenets of social conservatism like his "ideological twin" down south. That's the simple message, and Dion looks ready to deliver with force.

19 comments:

Monkey Loves to Fight said...

Not a totally bad idea, but we have to be careful here. If Dion comes across as calling every position that isn't Liberal extreme that can cause a backlash since Canadian voters generally don't liked being talked down to. I would say just point out what Harper has done since it is pretty self-explanatory and each individual can form his or her judgement. Also present a strong positive plan.

If we take the high road and let the Tories use gutter tactics, we will come out looking better and therefore more likely to win. I don't think nasty campaigns or attack ads are as effective as some think. They work well in the United States, but I am not sure how keen Canadians are on that style of campaigning. We need to find the right balance between coming down hard on Harper, but not so over the top it backfires like it did in the last campaign.

Steve V said...

Good point, there has to be a balance. Dion must offer a positive agenda, and then contrast it with the Conservatives. On pure policy we win everytime, but Harper can't be underestimated in clouding issues.

I don't think it is necessarily negative politics or fear tactics if it done within the context of your own policies. Last election, Martin tried to make the point, but all the pandering and lack of focus, made the whole approach distasteful. What I have like about Dion so far, the attacks are partisan, but don't appear overtly opportunistic or mean-spirited.

Steve V said...

Sorry, you don't get to use Martin anymore. You actually have to be accountable for your own actions, how ironic.

BTW, did you catch the huge rally supporting the monopoly today?

Northern BC Dipper said...

Funny, I seem to remember that Paul Martin used the same language as Dion is using right now back in 2006.

It really worked out for the Liberals in the 2006 election, didn't it?

Steve V said...

dipper

Can you read?

Anonymous said...

Dion stated his approach quite simply in today's press conference. He will lay out two different approaches for governing Canada. One will be the Conservative approach, and one will be the Liberal approach, and Canadians can decide for themselves. As he said, he isn't demonizing, he's just being honest, unlike the Conservatives.

Anonymous said...

Libs better get some policies fast if they want to be included in the upcoming election. So far there only policy is to say the conservatives are mean spirited because the cons did not keep the libs promises.
Kyoto won't fly in another election, Kelowna Accord won't fly in another election, they have nothing on health care, nothing on foreign affairs. Wheres the beef?
This is going to be a campaign of policies and the libs have nothing to offer.
I will predict that Dion will be the loser in the English debate and he is doubtful in the French debate, all he has to offer is negativity and that won't play well in any part of the country.

Northern BC Dipper said...

Steve V.

Yes, I can read.

The fact is, if Dion repeats the same old attacks as Martin, the Conservatives will be ready to defect them.

Just saying...

Penelope Persons said...

Hearhere clearly didn't follow the Liberal leadership race very closely, or (s)he would have realised that "all the candidates" were Liberals. It wasn't a question of "what" approach to take, but of who should lead it.

Anonymous said...

Shades of Carrottop doesn't get it either... Kyoto is still on the table and the tongues of Canadians concerned about the environment, that is why Harpor is angling to use Jack-o-layton's boost to backtrack a bit in the new year.
Dion has it right -- the Cons can't be left alone to write the script for the next election. Just like income trusts were sacred, and tax cuts were coming. Both those 'ideals' proved opaque and eventually untrue. Hearhere has brought up something that perhaps he didn't mean to ... I'm referring to the Cons 'slam of Martin' for thinking about awarding large untendered contracts. One quick glimpse into the Defence dept's latest actions shows, major contracts, nearly 10-b worth, handed out in untendered contracts! Harpor spent the whole summer framing every question from the opposition as tho it was a challenge and he was the bull. You want an election? Because I'll give you an election... Now he's suddenly, 'We don't want an election, the Canadian public doesn't want an election... Funny, when the polls said that exact thing a year ago, he was still fuming, thinking on how to frame his gambit. Well, he won. And the cost of power is facing the balances and checks of power, something which slippery Steve-erino has done his darndest to avoid.

Mark Dowling said...

Paul Wells:
Still, it's been obvious for a while that Stéphane Dion displays the partisan instincts of a latecomer to partisan politics: hyper-partisan to an extent that's close to caricature.

I entirely agree. We don't need to replace one PM who panders to his base exclusively with another. You're a blogger Steve and you carry the fight and that's fine but Dion wants to lead the Country. If he feels attack is needed he should find himself a Rat Pack while leaving himself to be what Wells calls the Grown Up.

The Liberal Party has had a whole range of people in the spotlight and should be using the other candidates (but not Volpe) to target individual ministers or policies and to emphasis the Liberal bench strength while Dion concentrates on the big picture.

Anonymous said...

Read: Wells Dec 15

Dion has to get his "own" message and stay away somewhat from the old message that failed the Martin bunch.

Anonymous said...

Given the fact that Dion hasn't picked his shadow cabinet yet, has just come through a gruelling campaign race, is obviously sick with a cold, and still packing his boxes to move into Storonoway and only been leader a few days, I think it's time to give him time.

Harper has had his trash and bash messages ready for years and years.

Now that the House is shut down for a month Dion will have more time to concentrate.

About CSL - this is a pretty lame bunch of garbage isn't it? Like Dion has anything whatsoever to do with Martin's or anyone else's business ventures - is this desparate stretch or what?

Steve V said...

mark

Is there anyone more partisan than our Prime Minister? Does Harper ever miss an occasion to draw distinctions? You don't bring a knife to a gunfight, and Dion better be prepared to exploit Harper's weaknesses.

The problem with Martin, he played the fear card almost exclusively, offering no real vision of his own. Martin ran a horrible campaign, appeared bereft of ideas and was prone to obvious pandering. Canadians won't respond to this approach, but so long as Dion weaves the language within his own policies it will be quite effective.

Mark Dowling said...

Steve

Liberals want a Harper-left. The rest of us want a leader. Dion can bring the gun but Harper will upgrade to artillery and then nukes (like the old itchy and scratchy Simpsons piece) Why not offer a different style of governance?

Steve V said...

mark

I don't understand why making the distinction precludes offering "a style of goverance".

Monkey Loves to Fight said...

Good point, there has to be a balance. Dion must offer a positive agenda, and then contrast it with the Conservatives. On pure policy we win everytime, but Harper can't be underestimated in clouding issues.

I don't think it is necessarily negative politics or fear tactics if it done within the context of your own policies. Last election, Martin tried to make the point, but all the pandering and lack of focus, made the whole approach distasteful. What I have like about Dion so far, the attacks are partisan, but don't appear overtly opportunistic or mean-spirited.


Fully agree here. Dion has provided the right balance, whereas Martin went too far that it backfired, while John Kerry in 2004 was too soft on Bush so he failed to exploit his weakenesses.

One idea worth considering is having Dion run a totally positive campaign, while have some members of his caucus play attack dog, much like McGuinty in 2003 who ran a positive campaign, while put George Smithermann in charge of all the attacking. This totally discredits the opposition yet the leader isn't seen as negative so you can achieve both that way.

Anonymous said...

Interesting post. But I must ask. Why must Mr. Dion assume the term ‘social conservative’ is an insult? I’m proud to label myself a ‘social conservative.’ Plus, what exactly makes the Harper government socially conservative? Same-sex marriage is off the table; as is abortion, prayer in public schools, capital punishment…

May you have a blessed Advent season!

Steve V said...

trevor

Calling someone a "social conservative" isn't an insult, but it is akin to calling someone a "liberal" stateside. Self identified social conservatives are a small minority in the country, so you can narrow Harper's reach if you make it stick IMHO.