Albanese can’t offer a compassionate blow to the Australian Labor Party


Australia’s 2022 federal election campaign has officially launched. But if the truth is known, the Australian Labor Party (ALP) has been campaigning for months.

To understand the opening gambit of a formal election campaign between two major parties, what the ALP spin team was trying to do in the past year, and how this preliminary work is toning the rest. It is worth clarifying what was supposed to be set to. 2022 campaign.

The team feels happy with the pre-election months of work to show that Prime Minister Scott Morrison seems to have put ALP in a strong position for the next battle, a formal campaign. Must have started the first week of.

However, the first week of the campaign proved to be some sort of disaster. Their plans haven’t been held up, and the carefully placed months of messages have already been clarified and haven’t produced the expected results.

So what was ALP’s plan and what went wrong?

The plan came from two lessons learned in the 2019 elections. Former leader Bill Shorten was seen as defeated because Morrison convinced voters that Shorten was an unreliable apparatchik and unreliable to tell the truth.

At the same time, Morrison turned himself into a “scomo”. This is a likable Aussie blown away from a normal Aussie combatant covering his back and trusting to tell the truth.

So what did ALP decide to do this time? They decided to turn the story over.

The key to achieving this was to turn Morrison into a completely impossible and unreliable companion. This is the exact opposite of the usual Aussie Broke in 2019.

The second part of ALP’s strategy was to make Anthony Albanese a good me that Aussie voters could trust and like. Therefore, in 2022, it was planned that “Arbo” would replace “Scomo” as an ordinary man next door.

Epoch Times Photo
(LR) Australian Prime Minister Scott Morrison, Federal Opposition Leader Anthony Albanese. (Martin Olman / Getty Images, AAP Images / Lucas Scoch)

But flipping Morrison against the image of 2019 is a daunting task and not something that can be done in a few weeks of elections.

Instead, a communication campaign to turn Morrison into an unreliable bad guy had to be a long-term exercise in drip drip messaging to destroy old “Scomo” images one drop at a time.

Some call this “drip drip marketing,” while others call it “cultivation theory.” There, we slowly grow new ways to see the world. This approach relies on taking a very long time to change attitudes.

Of course, ALP had time. Indeed, their spin doctors had three years to change the profile of Australian fighters and Morrison. Three years to blame him. And they succeeded in a successful ALP spin campaign.

Therefore, by the beginning of 2022, the ALP team had successfully sold the idea that Morrison was “Scottie from marketing” to many Australians.

“Scotty from marketing” was a perfect putdown. A carefully crafted and memorable line that said a lot of negative things about Morrison. He said it wasn’t real because marketing is the opposite of the real thing. The marketer just invented the story, so he said he shouldn’t be trusted.

In effect, ALP’s “Scottie from Marketing” line claimed that Morrison wasn’t an ordinary man next door he could trust. Instead, the new story turned him into a malicious, manipulative companion, the product of Spin.

The big irony of this ALP’s “Scott from Marketing” drip drip campaign is that he undermined Scomo by claiming it was just a product of spin. The kettle is called black in the pot.

The point is that it was a well-performed spin that worked to do the actual damage. But what’s worse for Morrison, the ALP demonization campaign was significantly boosted by a parallel campaign run by the far-left Cricky website.

Prime Minister Scott Morrison
Prime Minister Scott Morrison at a press conference after the Commissar of State Security meeting at the Parliament Building in Canberra, Australia, March 1, 2022. (AAP Image / Mick Tsikas)

Cricky’s leftist journalist worked hard to create a story about Morrison being a continuous liar. Given that Cricky attracts left-wing readers, it was not difficult to convince such an audience that Morrison should not be trusted.

However, this readership did not vote for the coalition, so the Liberal spin team considered Cricky’s campaign unimportant.

However, it turns out that Cricky is a problem for Morrison, as so many mainstream journalists are leaning to the left. They are reading Cricky. As a result, as soon as Cricky’s drip drip “liar tag” began to settle into a sort of natural truth on the Australian left, it soon began to spread to the mainstream media.

It didn’t take long for ALP’s “Scottie from Marketing” line to merge with Cricky’s “Morison Doesn’t Tell the Truth” story.

There was a gradual restructuring of Morrison into an unreliable politician that the ALP spin team wanted to see him, as a high percentage of Australian journalists allowed him to be tempted by repeated spin doctors. ..

Morrison has become a spoiled product. Evidence that the drip drip demonization campaign worked was revealed in a barrage of hostile cross-examinations faced by Morrison at the Canberra Press Club in February 2022.

When ALP saw this stack of journalism, they must have been really confident in winning the next election.

However, for the ALP program to work, Scomo was considered an unreliable bad guy, and Albo had to be a good guy that fighters could turn their backs on. This coin had two sides. I needed both sides.

To achieve this, ALP chose to make Arbo a small target that Morrison finds difficult to attack. Small goal strategies are achieved by keeping words that can upset or worry combatants out of Albanese’s mouth. Therefore, Albanese needs to be disciplinary and only say what is approved by the spin team.

The danger to the ALP spin team is that Albanese is aligned with the left wing of his party, and the left wing message is exactly what combatants don’t want to hear. Therefore, Albo-the-lefty should be buried or at least hidden from view. Poor Arbo is not allowed to be himself. Instead, he needs to look like a scomo from the 2019 elections.

But if the first week of formal elections is over, Spin Doctor seems to overestimate Albanese’s acting skills. It turns out that Albanese finds it really difficult to play the role of Arbo. Indeed, his discomfort is obvious to everyone. And this discomfort makes him tense, defensive, and therefore prone to ranting. He just made four bad guffs already in the first week.

Epoch Times Photo
Australian opposition leader Anthony Albanese visits a street affected by a recent flood in the suburbs of Auchenflower on April 18th, on the eighth day of the 2022 federal election campaign in Brisbane, Australia. After that, a group of protesters can be seen near the press conference. 2022. (AAP Image / Lukas Coch)

When Albanese does not follow the script written by Spin Doctor, he cannot answer the journalist’s questions.

On the first day of the campaign, Arbo was unaware of two major economic indicators: unemployment and interest rates. This suggested that he was incapable of controlling the country’s economy.

Albanese then claimed that ALP’s emergency medical clinic policy was costly by the Office of Management and Budget. There was not. This cast doubt on the whole sound policy proposed by the Labor Party, the centerpiece of the election promise.

But things got worse for Arbo when he mistakenly answered another question that the Labor Party’s policy was to help the boat turn back, as it meant Australia did not require offshore detention. bottom. After speaking to his heart, Arbo had to correct this mistake and say that his party supported offshore detention.

Finally, he misguided the worker’s policy on temporary protection visas. After speaking to his mind again, Arbo came back and told the journalist that he gave the wrong answer because he misheard the question.

Albanese raises serious questions about his ability to play the role of prime minister, so he cannot afford to buy more of these types of gaffs.

A week ago, I was able to gain confidence in the ALP spin team. But after just a few days, it seems no longer certain that all of these months of drip drip messaging will eventually set the stage for an easy victory.

The views expressed in this article are those of the author and do not necessarily reflect the views of The Epoch Times.

Eric Law


Eric Louw is a retired professor of political communication with a background spanning universities in South Africa and Australia. Prior to that, he was a former activist, journalist and media trainer at the African National Congress, working on the transition to the post-apartheid era in South Africa. Louw is an expert in affirmative action and Black Economic Empowerment Policy. His PhD was in the study of Marxism and its postmodern development. He has authored nine books, including “The Rise and Fall of Apartheid and the Legacy” and “Media and the Political Process.”