Disaggregating “Government”

As we’ve discussed here before, public opinion research shows big support levels for “smaller government,” but, on a service-by-service basis, citizens don’t want to cut much of anything government does, particularly the most expensive government services.

That’s why this TV ad by the public employees union is a good one. Yes, it has a cookie cutter feel that makes it look like thousands of look-alike ads you’ve seen before. But the ad succeeds in making the government shutdown less abstract, and more about the loss of tangible services that Minnesotans value and strongly support. That’s critically important message framing for the left. While the ad is executionally predictable and uninteresting, it is strategically spot-on.

Here ordinary Minnesotans who look like our family, friends and neighbors are being fired, not faceless, soul-less bureaucrats.

Here there are lives and emotions in front of us, not just numbers and spreadsheets.

Here critical care for vulnerable citizens, education, public safety and bridge maintenance are being shut down, not just the abstract notion of “government.”

Big difference. Big mindshift.

Anti-government legislators dismiss ads like this at their peril. If this ad airs a great deal, it will make a difference. The more “government” is humanized and disaggregated in Minnesotans’ minds, the less popular government cutters will be.

– Loveland