September 10, 2007
There's a perverse sort of joy to be had watching the media pundits go belly up this year. The great unwashed Australian public has flatly refused to cooperate with all sorts of accepted widsoms, including the ones about the influence of opinion columnists. Damn shame, that.
We have accepted wisdoms about the economy, national security, incumbency, advertising, all sorts of things. The assumption common to all of them is that people care enough to pay attention. In order to vote for either Howard or Rudd for any of these reasons you first have to know who they are and what job they're applying for. But a lot of people don't.
Mungo MacCallum's comment in The Monthly (not online) is about the increasing influence of polling on both the elections and policy. The permanent election is upon us and according to MacCallum, the nation's political future lies in the hands of nongs - swinging voters with no interest in politics whatsoever.
The focus groups we've heard so much about are not random samples but gatherings of the clueless:
"It used to be thought that the swingers were the smart ones: people unmoved by family or group allegiances who followed the political debate, carefully weighed the campaign promises and then made up their minds on the merits of the arguments - leavened, of course, by a touch of enlightened self-interest.
But when the pollsters actually interview the swingers, it turns out that the reverse is the case. Most of them have no idea about politics. They barely know the names of the leaders of the major parties, and they couldn't identify their local member in a police line-up."
You do get the odd person who changes their usual voting pattern, but it's usually for a considered reason. It's a serious business this voting thing. Foundation of our democratic way of life.
"A lot of swingers resent having to vote at all, and when they do it is often as a result of a prejudice or a whim: the colour of a candidate's tie can be far more influential than the reams of unread policy pamphlets he has personally delivered for consideration. Swingers are, by and large, nongs. But there can be no denying that they decide most elections, or that their numbers, like those of the cane toad, are on the increase."
Your new democracy. Enjoy.
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In general I agree with the analysis. Political parties of left or right persuasion tend to actually despise the swinging voters for their lack of principles.
I was thinking this over last week and came to the conclusion that however much the committed may despise them, swinging voters are essential to the health of a two party state for the single reason that after a decade or so of excess by either party, swinging voters have an unerring ability to detect bullshit and vote accordingly.