THE BIG SELL Lecture 5

Goals Getting Elected, getting power Gaining greater share of power Gaining influence and media attention Getting issues onto the agenda Gaining representation for a minority

Getting Elected, getting power

Gaining greater share of power

Gaining influence and media attention

Getting issues onto the agenda

Gaining representation for a minority

The role of a campaign A I D A

A

I

D

A

Have goals changed? “ those who assert that their sole object… should be to regain office seem to me to misconceive… British Democracy” Richard Crossman, 1959 “ New Labour should be obsessed with winning. Winning has to be the central aim of politics” Philip Gould, 1997

“ those who assert that their sole object… should be to regain office seem to me to misconceive… British Democracy”

Richard Crossman, 1959

“ New Labour should be obsessed with winning. Winning has to be the central aim of politics”

Philip Gould, 1997

Art or Science Political campaigning described as art! All other campaigns are science AIDA Are the motives different? Exchange? Provision of something desired? Action may not gain that which is desired Hence action not necessary / not taken

Political campaigning described as art!

All other campaigns are science

AIDA

Are the motives different?

Exchange?

Provision of something desired?

Action may not gain that which is desired

Hence action not necessary / not taken

Strategy The campaign team From Party to Cadre The war room The Millbank model The Diary Day to day planning of a campaign Rapid Rebuttal “ Spinning to victory”

The campaign team

From Party to Cadre

The war room

The Millbank model

The Diary

Day to day planning of a campaign

Rapid Rebuttal

“ Spinning to victory”

The Tools Advertising Broadcasts Media Stunts / Pseudo-Events The meeting, rally or conference Direct Mail Websites Social Networking and Interactivity

Advertising

Broadcasts

Media Stunts / Pseudo-Events

The meeting, rally or conference

Direct Mail

Websites

Social Networking and Interactivity

The Hype It is a media spectacle language of war or sport gaffes are favourites Politicians try to be media focused human interest stunts expose opponents weaknesses Effects the image of politics!

It is a media spectacle

language of war or sport

gaffes are favourites

Politicians try to be media focused

human interest

stunts

expose opponents weaknesses

Effects the image of politics!

The Substance The Leader The Party / Personalities national (macro) Locally (micro) The Policies The Themes/Messages

The Leader

The Party / Personalities

national (macro)

Locally (micro)

The Policies

The Themes/Messages

The battle for nomination Media hype from Day 1 The election of firsts Close fight v Runaway Victory Advantages Disadvantages

Media hype from Day 1

The election of firsts

Close fight v Runaway Victory

Advantages

Disadvantages

Branding Obama Change ‘ of the people’ Leading a movement For: ‘the little guy’ McCain Experience ‘ a statesman’ A political celebrity ‘ a reformer’ anti-corruption

Obama

Change

‘ of the people’

Leading a movement

For: ‘the little guy’

McCain

Experience

‘ a statesman’

A political celebrity

‘ a reformer’

anti-corruption

Vice Presidents Making up for inexperience Going for the female vote Adding glamour & novelty

Making up for inexperience

Going for the female vote

Adding glamour & novelty

The real battle

Promoting the brand - Obama Sender LLC and the ‘O’ logo Biographical advertising $27 million and counting Celebrity Endorsement will-i-am, Joss Stone, Oprah Email as a mobilisation tool Public endorsements The video wall Obama Girl/YouTube

Sender LLC and the ‘O’ logo

Biographical advertising

$27 million and counting

Celebrity Endorsement

will-i-am, Joss Stone, Oprah

Email as a mobilisation tool

Public endorsements

The video wall

Obama Girl/YouTube

Promoting the brand - McCain Issue based – ‘the serious politician’ Endorsed by the party Bush, Nancy Reagan, NRA An attacking campaign Parodied by Paris Hilton after referencing her Endorsements failed Fundraising by 32 lobbyists, not the public Traditional campaign, little innovation

Issue based – ‘the serious politician’

Endorsed by the party

Bush, Nancy Reagan, NRA

An attacking campaign

Parodied by Paris Hilton after referencing her

Endorsements failed

Fundraising by 32 lobbyists, not the public

Traditional campaign, little innovation

Obama’s Fundraising Became his USP A record $150 million for Sept 2008 alone Talked of a broken system of insider dealing Made a pact with his supporters “ you are my campaign, you choose to support me and I will support you when I am elected. But to make this dream a reality I need your continued support” Strong local dimension similar to church fundraising – parties/coffee mornings etc

Became his USP

A record $150 million for Sept 2008 alone

Talked of a broken system of insider dealing

Made a pact with his supporters

“ you are my campaign, you choose to support me and I will support you when I am elected. But to make this dream a reality I need your continued support”

Strong local dimension similar to church fundraising – parties/coffee mornings etc

Do campaigns matter? Less people have loyalties Need convincing Uses & gratifications theory BES finds a lot of ‘wait and sees’ (25%) Research indicates 18% in US Events can swing opinion polls In 2001 Prescott & Letwin benefited Labour Palin effect? Colin Powell effect?

Less people have loyalties

Need convincing

Uses & gratifications theory

BES finds a lot of ‘wait and sees’ (25%)

Research indicates 18% in US

Events can swing opinion polls

In 2001 Prescott & Letwin benefited Labour

Palin effect? Colin Powell effect?

The case against It’s the economy, stupid! Polls are snapshots and event led Doesn’t always mirror the ballot The heartlands are key – and unassailable Only a minority are motivated to engage ELM A strong record is worth far more than a strong campaign (Tories 1987/1992, Blair 2001/2005) In US neither have a record

It’s the economy, stupid!

Polls are snapshots and event led

Doesn’t always mirror the ballot

The heartlands are key – and unassailable

Only a minority are motivated to engage

ELM

A strong record is worth far more than a strong campaign

(Tories 1987/1992, Blair 2001/2005)

In US neither have a record

Thoughts for discussion Do Campaigns matter Why, when, how? Does AIDA apply – why or why not? Are political campaigns for voters or the media (is there a difference?)? Why does the ELM explain why few UK voters are engaged but in the US 35% of electorate watched the debate live?

Do Campaigns matter

Why, when, how?

Does AIDA apply – why or why not?

Are political campaigns for voters or the media (is there a difference?)?

Why does the ELM explain why few UK voters are engaged but in the US 35% of electorate watched the debate live?