With a new referendum looming, I continue to hear independence supporters insist that we must fight a ‘positive’ campaign. There is a problem with this; apart from the fact that we fought a compulsively positive campaign last time – and lost!
The problem is that ordinary voters – as opposed to political idealists – tend to vote AGAINST things as much as FOR things. And possibly more, given that their main sources of information, the media, are fuelled by, and addicted to, the titillating effects of negative sensationalism.
By being relentlessly positive, we are failing to address around half of voters’ motivations. Or, to put it another way, about half of what actually resonates with any individual voter.
We need to tell people why we want to bring our government home.We have to tell them about the potential for an independent Scotland properly empowered to address the needs, priorities and aspirations of Scotland’s people. But it is also essential that we tell them why we don’t want to be part of the British state.
To enable them to make an informed choice we must tell people the whole story – positive and negative.
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