Language can be used to welcome voters into policy discussion. Or it can slam the door in the face of electors, bolt it with jargon and camouflage the entrance with boringness. It is no surprise that politicians, whose job it is to jam incredibly complex policy areas into a partisan framework, prefer the Tomb Raider approach.
Instead of policies, we mostly get served messages. Particularly in an election. Good messages allow us to believe that we are examining policy. But policies don’t win campaigns. Messages do.
A good message is a simple line with a brief but substantial explanation. Gaffes and campaign gimmicks aside, Scott Morrison and his Coalition team have out-messaged Anthony Albanese and the Labor team during the first week of this election campaign.
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