I recently read an interesting article in the Globe and Mail (a major Canadian paper). This talked about the political marketing techniques used by Canadian parties. The journalist asserted that “Canadian politics have moved into an era where voters no longer think of themselves as citizens, with duties and obligations and longer-term perspectives….” (Simpson 2013). People are both voters and consumers, with the concern these identities blend into one.
Journalists Sometimes Don’t Make Sense
Given journalists have tight deadlines I’m very forgiving of their logical inconsistencies. This piece did not convince me even given my modest expectations. The journalist’s view of voters does not really make sense. This is partly because the article starts with this story.
In 1971, after nine years of polling in Canada for the Liberal Party, American expert Lou Harris reported that “sometimes we instinctively forget that human beings are basically and instinctively selfish”.
Simpson 2013
Apparently, Canadian voters were never the high-minded citizens some might like to believe. It is an important lesson. The point is that it isn’t the rise of “political marketing” causing voters to cease being high-minded saints. Voters were never that. It is nonsense to suggest that the bribe-taking voters of 19th century England were focused solely on their civic duty. Extension of the franchise has often been resisted by people claiming that the “quality” of the electorate will be reduced. This always turns out to be self-serving nonsense as far as I can tell. It isn’t that the new voters are perfect. It is because they are no worse than the voters were before. They are all people.
Voters And Consumers: Sometimes Selfish, Sometimes Not
They can, of course, be selfish but voters can sometimes surprise you too. Sometimes they can adopt a high-minded, or long-term perspective. Voters are sometimes altruistic. Still, they are often selfish as they have always been and always will be. Again this is because the voters and consumers are people. Inspirational leadership often involves persuading the electorate to have a good day.
The rise of modern political marketing techniques has changed the basic rules of politics less than people think. Campaign managers have just got better at their jobs. In the last 42 years, (written in 2013) cars have changed for the better. Phones have changed for the better. It is not surprising political appeals have got more sophisticated. That said, I’m pretty sure voters haven’t changed as much as the technology and techniques to communicate with them.
For more on political marketing see here, here, and here.
Read: Jeffrey Simpson (2013) Canadian politics, where the customer is always right. The Globe and Mail October 5th 2013.