I believe that it is important in politics to not only get your message out but also ensure that the debate is framed the way you want it to be. This means not only framing your message but also framing the oppositions message. A recent example of successful framing was the Conservative's framing of the Liberal Party Green Shift platform in the 2008. With the 2011 election, less than 11 months away both the NDP and the PC set out to frame their respective messages this weekend.
The NDP has released a series of ads, both positive vision ads and negative attack ads. The NDP is trying to frame the next election between continued strong management by the NDP or a return to the 1990s under the PCs. The positive ad has Selinger talking about Manitoba's economic strengths such as our low unemployment.
(On a side note: The NDP denies that their negative ad is an attack ad, Leslie Turnbull co-chair of the NDP’s planning committee called it a “contrast ad”, but in reality it is an attack ad. The fact the NDP is releasing a series of add both positive and negative doesn’t change the fact the negative ad is an attack ad. See for yourself and be the judge)
On the other side the PC Party had their AGM in Brandon this weekend. After this weekend, it seems the frame for the PCs for the next election will be "the hope of a better future." This was the title of Hugh's address to the party. This too will be a strategy of "contrast" as the address contained both positive and negative messaging. The Tories attack the NDP for being soft on crime and failed economic managers while promoting the need for change and the PCs as the better choice for the future. (The full text of Hugh's address can be found on his Facebook page.)
I have to say I'm more surprised by the NDP's positive frame than their negative frame. I would of been surprised had they not had a strong negative tone to the campaign. But what surprised me was the message found in the positive message. I was surprised that they essentially billled the Selinger NDP as a continuation of the past decade. It surprised me for two reasons: the first being that Doer's personal popularity was a big part of the NDP's decade of electoral success and the second being the recent Probe poll finding that a majority of Manitobans believed it was time for a change in government. A government that has been in power for more than a decade should take this movement for a change very seriously.
Selinger has had two years to put his stamp on the Premiership but hasn't done much to create a new distinct direction to the government. I think this strategy indicates the NDP is betting that the memories of the 1900s are strong and negative enough to counter-balance this idea of change. It will be interesting to see if this bears true or if the NDP and Selinger will change its message to bill itself as something new if the first frame fails.
Very American style ad - unsurprising, though. It seems as though the election will be the PC's to win or lose, so what is the NDP left with? Attack ads.
ReplyDeleteIn ON, I think there is a enough negative memories of the conservatives in the 90's to keep them out. Don't know about MB - doubt there is as much backlash.
I think we are just seeing the tip of the iceberg. The increasingly agitated supporters of the NDP have been very vocal in opposition to the PCs.
ReplyDeleteLet's see how many ads the NDP runs as government. Now that will be the real interesting thing to watch.
I agree John. Do you know what the rules are in relation to the government running advertising during an election?
ReplyDeleteI thought there was a ban during an election campaign but what about with the pre-election campaign?
Given that this the first election with the set date, do you know what are or if there are any limitations on government advertising in the pre-election period?Or how does party advertising work in relation to campaign spending limits?
In 2008, the provincial NDP amended legislation to make it harder for opposition parties to communicate while making it easier for the government to advertise unrestricted.
ReplyDeleteBill 37 restricts advertising by opposition in a non election year to $75,000. There are no restrictions on government ads except in the last 90 days before the vote.
In the election year, candidates are restricted to $6000 and parties to $250,000.
There are no restrictions on government ads for the bulk of this year.
There is unrestricted advertising by third parties such as unions during the entire time as we saw last election.