Weekly Opinion Editorial
UNEMOTIONAL!
by Steve Fair
Politicians use a variety of tactics to reach voters. Using time honored marketing strategy, candidates
target their audience, work to create a demand for their message and hone delivery
of the same. Modern technology has provided
more personal information on voters. Using
micro-marketing, candidates now focus on a specific narrow group of voters and
tailor their message to the needs and preferences of this small, defined
audience. The goal is to develop a loyal
following among voters who vote and ignore those that don’t. The 2026 statewide campaigns have started. Listed below are four tools candidates commonly
use to sway voters:
Pandering. Pandering is when a
candidate will do or say what voters want to hear. Panderers are disingenuous and
insincere. They lack straightforwardness
and openness and are often hiding an agenda or motive. Panderers avoid confrontation. They are agreeable and likeable, but often
lack the courage to stand alone. There are
honest panderers, but most are not.
Outrage. Politicos often show an
extremely strong reaction of anger, shock or indignation over an issue to ‘fire
up’ their base. They cloak their clumsiness
and incompetence in outrage. They use
passion and pain to further their cause.
Voters are distracted from elected official’s voting records and policy positions
by indignation. They actually may be a
victim, but often they are only positioning.
Co-opting. Politicians often do ‘shout
outs’ to influential people in their audience, in the hope the person
recognized will provide them with credibility.
That is a form of co-opting. Endorsements
are also a form of co-opting. Co-opting
is not dishonest, but it a form of leeching.
They cling to someone for personal gain.
Self-victimization. Politicos often
play the victim. They manipulate voters
by claiming they are a target or victim of nefarious acts or abuse. Self-victims tend to exaggerate or fabricate
their own victimhood. It is an effective
tactic. People love the underdog. They come to the defense of the persecuted.
Informed voters must recognize politicians are ‘selling’ a message
during a campaign. It may or may not be
a quality message or one the voter wants.
It’s the voter’s job to cut through the rhetoric. Discerning the difference between hyperbole and
truth can be challenging for voters. Truth is often boring and lacks the pizzazz, excitement,
and passion of a well-crafted hype campaign.
But it’s the truth and the truth will set you free.
Here are some suggestions for voters as they vet candidates in the
coming year: (1) Don’t rely on a single
source for information. Seek out
reputable outlets to get information.
(2) Be wary of social media.
Verify claims before accepting them as true. (3) Research candidate’s positions and voting
records. (4) Be aware you have your own
biases. Everyone is bias. Our values and background influence how information
is interpreted. (5) Understand the
issues. Don’t let elected officials or
candidates define the narrative. (6)
Recognize it is a marathon, not a sprint.
The price of liberty is eternal vigilance. People who make a difference stay hooked up.
As campaigns start earlier and well heeled (rich) candidates craft pandering, co-opting messages, discerning the best choice becomes harder for voters- but not impossible. It requires a sober, introspective, thoughtful approach that removes the emotion from decision making.
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