And so now, we’re going to have a little taste of California coming our way. Not balmy weather and trend-setting, but endless ballot initiative campaigns.
Because Republicans are controlling the Minnesota Legislature, they get to write the bills that put these amendments on the ballot. As such, they get the first crack at framing the issue, and reporters largely mimick their framing (though the Star Tribune does now put quotation marks on the term “right-to-work”).
Then, the job of opponents will be to try to reframe the issue. Overwhelmed voters facing a lengthy ballot aren’t likely to dedicate a lot of frontal lobe bandwidth to these decisions, so the battle will be over what soundbite voters are hearing in their heads as they read the amendments on Election Day.
One bloggers’ lightly informed thoughts about reframing:
“Supermajority Amendment” should be reframed as “Supergridlock Amendment.” Tagline: “If you like gridlock, you’ll love the Supergridlock Amendment.”
Strategy: Tap into the powerful post-government shutdown sentiment that is driving the 72% disapproval rating for the Minnesota Legislature among Independent voters.
“Right-to-Work Amendment” should be reframed as “Right-to-Leech Amendment.” Tagline: “Because we all love That Guy who drinks the beer, but is nowhere to be found when the bill arrives.”
Strategy: Make the argument personal instead of about abstract notions of “pro- or anti-union.” That is, make it about the fundamental unfairness of some benefiting, but expecting others to pay for their benefits.
“Photo ID Amendment” should be reframed as “Voter Red Tape Amendment.” Tagline: “A bureaucratic solution in search of a problem.”
Strategy: Frame this as something independent voters are very wary of – more unnecessary bureaucratic red tape making life more complex. About half (47%) of independent voters say regulation usually does more harm than good.
“Same Sex Marriage Amendment” should be reframed as “Marriage Ban Amendment.” Tagline: “Who is government to say who someone can and can’t love?”
Strategy: Frame it as the government overreaching by appointing itself The Love Police.
As is my custom, I’m operating 100% fact free here. I haven’t seen any of the relevant voter research, or findings from other states. But right now, all of these amendments look like they could pass, so even ignorant brainstorming from the peanut gallery probably can’t hurt.
Filed under: advertising, branding, Communications, Government, language, Messaging, Politics | Tagged: gay marriage, gay marriage amendment, marriage ban amendment, Minnesota ballot initaitives, Minnesota Legislature, reframing, right to leech amendment, Right to Work, right to work amendment, supergridlock amendment, supermajority amendment, Voter ID, voter ID amendment, voter red tape amendment | 4 Comments »