Parties and draft horses have not yet kicked
Somehow every year is a super election year - felt at least. Thus, the seemingly never-pausing election campaign is now again in the full.
Analysts surpass themselves in supposedly even more precise interpretations and forecasts. Admittedly - the staging makes a lot of things, if the contents do not always ignite. From a communicative point of view, the parties and their dancers do not yet seem to have found the right step:
- There is the CDU, which barely communicates, but wait and see exploits the mistakes of others. Communicative no masterpiece.
- In the SPD with their short-time shooting stars shows that the respective top candidate remains extremely vague. A little more justice, but then?
- The AfD, who seems to have already passed her big time, says above all, what she does not want. Somehow the communicative solution, which really looks like this "alternative", is missing here. No party uses the word "not" or "not more" in their statements as often as they do.
- And the FDP? To what extent it is politically active, it is difficult to judge, you simply do not perceive it.
- If you think of "green" you can at least assign the word. Green = environment, the card is played. Perhaps the clearest in terms of content, but least clear what the profile in a government is.
Concrete communication ...
The question arises, what is the most successful communication in view of the missing entry of the established parties in the German election campaign?
Simple and seemingly so difficult: Good communication describes intentions, feelings and desires - but please as concrete as possible. Where is that?
... instead of general locations!
Common places to use, bored, because it is predictable and meaningless. Somehow yes understandable. So nobody is excluded at least communicatively. Who is not for more security, more justice, secure pensions and so on.
But: If I do not exclude anyone, because I appeal to all in such a way that everyone can imagine their own recipe, I lose in the long run. It can work in the short term. Trump did it. America first - the rest can all think as they please. He won - if he really becomes a successful president ...?
Where is the real passion?
What we really miss is true passion. Sure, it will be well honed and trained emotions addressed: "We are for more social justice!", "We want to be safe again!" ...
But where is the real passion! "I want the office!" - you can hear that. Too bad. How much more important would be: "I want to do something good for you." This should not be explained in words, but experienced in the totality of the expression.
Fight the dragon as an enemy ...
The Dragonslayer tactic communicatively builds up an enemy image. The AfD masters this best. The others show imitation potential by turning the AfD into a dragon.
This enemy image can be combated. An old tactic, which can certainly lead to success. However, we have the problem that the dragon must be kept alive, otherwise you can not fight it any more. Can go well, but does not have.
... or rather as a princess positively from the beginning positively?
Longer term successful is the princess tactics. The princess stands symbolically for visions, dreams or a simply emotionally happy state. Real, honest and worthwhile for everyone. Also in the heart. That's what Obama did nine years ago. And a little bit, it was probably Macron in France to his landslide victory helped.
Admittedly, in the short term the dragon slayer approach is often more successful, but in the longer term the princess has more momentum, because voters and voters ultimately want and deserve exactly that: true joy, positive words and concrete ideas that are actually communicated in such a way that they are worth striving for.
Conclusion: Democracy in style
It remains open, exciting, everything is fair and right things. Like that.
Germany's democracy has style, mobilizes many people and politics dominates the everyday conversation. That should be so, because politics is "general". Europe and the world need that!
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