We learned the hard way the importance of clear leadership, an emotive argument and to get out of our bubble
Maybe a more balanced approach is correct then? Well, no. As I experienced in Wigan, balanced presentations can fuel unbalanced views. It’s called biased assimilation. People take what information supports their original view and dismiss information that does not.
What about the logical argument? Yes and no. When I started at the People’s Vote we had a strong logical argument. “It’s not reasonable – or fair – to force the government’sdeal on us without a People’s Vote because we now know the promises made for Brexit have been broken, we now know the real facts about the real costs of leaving the EU, we now know the deal guarantees no clarity about the future, just a crisis that goes on and on.
The key for the yes campaign is to maintain a logical argument but focus on the safety and rewarding aspect of the instinctive mind, place greater emphasis on what Aristotle would call pathos and ethos . The latter can matter more than the message itself.I remember how good it felt to receive thousands of retweets and millions of impressions.
In polarised campaigns, bubbles are dangerous. There is a distinct possibility of adding to the polarity by talking only to your supporters, predominantly about yourself and what you are doing. On a dating website, what makes people interesting is not what they say about themselves, but what they don’t say about themselves. It’s the same with campaigns. If you have formed a bubble and are only attracting your supporters it is likely you are not interesting to those outside. Beware the bubble.
Both were acutely aware of the importance of leadership, strategy and teamwork yet neither could prevent factions forming within the campaign. Ultimately it was the calling of a general election that ended it but internal and external division were a big part. When you are up against populists who are seeking to polarise and who are strategically using confusion and post-truth , leadership and clarity of message are vital.
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