This article is from the source 'guardian' and was first published or seen on . It last changed over 40 days ago and won't be checked again for changes.

You can find the current article at its original source at http://www.theguardian.com/politics/2014/jan/07/labour-slogans-turn-off-voters-mp-simon-danczuk

The article has changed 2 times. There is an RSS feed of changes available.

Version 0 Version 1
Labour slogans risk turning off voters, says MP Labour slogans risk turning off voters, says MP
(35 minutes later)
Labour should stop its "torturous repetition" of political messages, such as Ed Miliband's "one nation" slogan, because parroting the same phrases is turning off the electorate, a former shadow cabinet aide has said.Labour should stop its "torturous repetition" of political messages, such as Ed Miliband's "one nation" slogan, because parroting the same phrases is turning off the electorate, a former shadow cabinet aide has said.
Simon Danczuk, MP for Rochdale, said he did not believe the public accepted simple sloganeering any more and would not fall for the "iron message discipline" deployed effectively by New Labour spin doctors such as Lord Mandelson, Alistair Campbell and Philip Gould. Simon Danczuk, MP for Rochdale, said he did not believe the public accepted simple sloganeering any more and would not fall for the "iron message discipline" deployed effectively by New Labour spin doctors such as Lord Mandelson, Alastair Campbell and Philip Gould.
"I'm no longer sure simply repeating a key message or phrase has the same resonance with electors that it once had," he wrote in a blog for PR Week. Urging Labour MPs and candidates to adopt a more "independent feel" to their campaigning, he highlighted the appeal of the London mayor, Boris Johnson, Labour MPs Frank Field and Tom Harris and the Ukip leader, Nigel Farage, who have the "ability to communicate more effectively with the wider public"."I'm no longer sure simply repeating a key message or phrase has the same resonance with electors that it once had," he wrote in a blog for PR Week. Urging Labour MPs and candidates to adopt a more "independent feel" to their campaigning, he highlighted the appeal of the London mayor, Boris Johnson, Labour MPs Frank Field and Tom Harris and the Ukip leader, Nigel Farage, who have the "ability to communicate more effectively with the wider public".
"It's because they are perceived to speak their mind, to say not what their party wants them to say, but what they think," he said."It's because they are perceived to speak their mind, to say not what their party wants them to say, but what they think," he said.
Danczuk's criticism was shrugged off by senior Labour party members on Danczuk's criticism was shrugged off by senior Labour party members on Tuesday. A Labour source said the party "believes in Britain being a country where everyone plays their part and we'll continue to make the argument for 'one nation' Labour".
Tuesday. A Labour source said the party "believes in Britain being a
country where everyone plays their part and we'll continue to make the
argument for 'one nation' Labour."
The MP, who was until recently the parliamentary private secretary to Chuka Umunna, the shadow business secretary, suggested it was not profitable to ask Labour MPs to keep repeating the same slogans.The MP, who was until recently the parliamentary private secretary to Chuka Umunna, the shadow business secretary, suggested it was not profitable to ask Labour MPs to keep repeating the same slogans.
"We've already been told, from the very top, to intertwine 'one nation' into every policy statement we make, to build it into speeches, to continually repeat the phrase 'one nation' at every opportunity," he said."We've already been told, from the very top, to intertwine 'one nation' into every policy statement we make, to build it into speeches, to continually repeat the phrase 'one nation' at every opportunity," he said.
"I'm beginning to worry we haven't moved on from the 1990s.""I'm beginning to worry we haven't moved on from the 1990s."
The MP said Miliband's conference speech crowning Labour as a "one nation" party was excellent, encapsulating the need for people to pull together, in contrast to the Tories' "us and them" approach.The MP said Miliband's conference speech crowning Labour as a "one nation" party was excellent, encapsulating the need for people to pull together, in contrast to the Tories' "us and them" approach.
He added: "But please, it's not a general election-winning strapline, is it? The public isn't as accepting of such simple messaging any more. Indeed, I've come to believe the public is actively turned off by the torturous repetition of political mantras.He added: "But please, it's not a general election-winning strapline, is it? The public isn't as accepting of such simple messaging any more. Indeed, I've come to believe the public is actively turned off by the torturous repetition of political mantras.
"I don't think it's a coincidence that neither the Tories nor the Lib Dems have invested effort in coming up with a strapline that is expected to have so much resonance among the electorate – I think they understand such an approach is too simple and outdated.""I don't think it's a coincidence that neither the Tories nor the Lib Dems have invested effort in coming up with a strapline that is expected to have so much resonance among the electorate – I think they understand such an approach is too simple and outdated."
He said the party's communications needed to be "much more subtle, over a long period and, like osmosis, seeping through everyday life", allowing MPs to show character, imagination and a deeper understanding of people's lives.He said the party's communications needed to be "much more subtle, over a long period and, like osmosis, seeping through everyday life", allowing MPs to show character, imagination and a deeper understanding of people's lives.
The arrival of 24-hour rolling news and social media means political messages were constantly being criticised and interogated, he said. The arrival of 24-hour rolling news and social media means political messages were constantly being criticised and interrogated, he said.
"While being on message still holds sway in the Labour party I would argue that an opposite approach would be much more beneficial," he added."While being on message still holds sway in the Labour party I would argue that an opposite approach would be much more beneficial," he added.
Danczuk's comments came after the Guardian published ICM polling that found 34% of electors believe politicians don't say what they believe, while 47% of are actually angry with politicians – with Labour voters disproportionately cross.Danczuk's comments came after the Guardian published ICM polling that found 34% of electors believe politicians don't say what they believe, while 47% of are actually angry with politicians – with Labour voters disproportionately cross.
"Of course, we'd expect candidates and politicians in the same political party to generally follow the agreed broad policies and to sign up to the vast majority of their party's manifesto, but if there was ever a need for political parties to free up their representatives to think and speak a little more independently now is the time," the MP said."Of course, we'd expect candidates and politicians in the same political party to generally follow the agreed broad policies and to sign up to the vast majority of their party's manifesto, but if there was ever a need for political parties to free up their representatives to think and speak a little more independently now is the time," the MP said.
Our editors' picks for the day's top news and commentary delivered to your inbox each morning.Our editors' picks for the day's top news and commentary delivered to your inbox each morning.