Public information campaigns as policy instruments

Considerable controversy surrounds public information campaigns: government-directed and sponsored efforts to communicate to large numbers of citizens in order to achieve a policy result, or what might be called government propaganda. We analyze the use of campaigns as policy instruments in three ways: (1) effectiveness in achieving substantive outcomes; (2) political benefits for public officials; and (3) consequences for democratic processes. Our review of 100 campaigns from these three perspectives reveals significant advantages and disadvantages of using campaigns in practice. We conclude that the advantages of public information campaigns justify their use as policy intruments when used appropriately and with care to mitigate the disadvantages.     

Agenda control in EU referendum campaigns: The power of the anti‐EU side

European Union (EU) referendums provide unique opportunities to study voters’ attitudes toward a distant level of governance. Scholars have long tried to understand whether EU referendum results reflect domestic (dis‐)satisfaction with the incumbent governments or actual attitudes toward the Union. Finding evidence supporting both domestic and European factors, the recent focus has thus turned to referendum campaigns. Recent studies emphasise the importance of the information provided to voters during these campaigns in order to analyse how domestic or European issues become salient in the minds of voters. These studies nonetheless overlook the asymmetrical political advantage in such campaigns. The broader literature on referendums and public opinion suggest that in a referendum, the ‘No’ side typically has the advantage since it can boost the public's fears by linking the proposal to unpopular issues. This article explores whether this dynamic applies to EU treaty ratification referendums. Does the anti‐EU treaty campaign have more advantage than the pro‐EU treaty campaign in these referendums? Campaign strategies in 11 EU treaty ratification referendums are analysed, providing a clear juxtaposition between pro‐treaty (‘Yes’) and anti‐treaty (‘No’) campaigns. Based on 140 interviews with campaigners in 11 referendums, a series of indicators on political setting and campaign characteristics, as well as an in‐depth case study of the 2012 Irish Fiscal Compact referendum, it is found that the anti‐treaty side indeed holds the advantage if it engages the debate. Nonetheless, the findings also show that this advantage is not unconditional. The underlying mechanism rests on the multidimensionality of the issue. The extent to which the referendum debate includes a large variety of ‘No’ campaign arguments correlates strongly with the campaigners’ perceived advantage/disadvantage, and the referendum results. When the ‘No’ side's arguments are limited (either through a single‐issue treaty or guarantees from the EU), this provides the ‘Yes’ side with a ‘cleaner’ agenda with which to work. Importantly, the detailed data demonstrate that the availability of arguments is important for the ‘Yes’ side as well. They tend to have the most advantage when they can tap into the economic costs of an anti‐EU vote. This analysis has implications for other kinds of EU referendums such as Brexit, non‐EU referendums such as independence referendums, and the future of European integration.     

PRODUCTIVITY BARGAINING IN THE AUSTRALIAN PUBLIC SECTOR: A CASE STUDY

Abstract: Standard hours of work have been relatively uniform throughout the work force in Australia. Reductions have occurred only after careful consideration by the industrial tribunals and/or the parliaments. Provision of special treatment in this matter for particular groups of employees has been limited. The use of productivity bargaining techniques to secure reduced standard hours of work for a relatively small proportion of the work force — as occurred in the public sector in the mid-1970s — represented a significant departure from previous practice. This is a study of the first of these cases which, in effect, set the ground rules for a series of similar cases conducted later within the Commonwealth public sector. It sets out the steps which were necessary to have the productivity agreement accepted and points out novel features which arose in the application of the productivity bargaining technique.     

Party debate over Europe in national election campaigns: Electoral disunity and party cohesion

Few political parties are willing to lead the public debate on how the European Union should develop and parties rarely publicly discuss issues on the EU agenda. This is probably one of the most important democratic problems in the contemporary EU. When and why parties are willing (or not willing) to discuss European cooperation is therefore an essential issue in which political science should engage. Previous research has shown that parties that are internally divided on EU issues downplay these issues in order to avoid internal disputes. At the same time, parties that have severe intraparty conflicts over the issue are unable to contain the debate. Thus, parties that are unified in their position on EU issues and parties that are heavily split speak about the EU, but others do not. Also, earlier research has shown that political parties downplay issues in response to internal divisions among their supporters. It is argued in this article that the focus should not be solely on intraparty conflict or whether or not a party's voters are hesitant or disunited, but rather on how these factors interact in order to better understand how parties act strategically regarding EU issues. Using a new dataset that relies on quantitative content analysis of quality newspapers during the national election campaigns in the period 1983–2010 in France, Germany, the United Kingdom and Sweden, it is found that parties that have a high degree of internal dissent on European issues, while at the same time having an equally divided electorate, are the parties that are most present in the public debate. Hence, it is the interaction between these two important factors that explains much of the variation in the amount of attention paid to European issues in national election campaigns.     

UK Euroscepticism and the Brexit Referendum

This article shows that key to understanding the referendum outcome are factors such as a profoundly eurosceptic public, high levels of citizen uncertainty, divided mainstream political parties on the EU and lack of unity within the ‘Leave’ campaign. The Brexit referendum is more than just about domestic issues and government approval. Utilitarian concerns related to economic evaluations of EU integration coupled with support of or opposition to EU freedom of movement are very likely to influence vote choice. Those campaigns that focus on rational utilitarian arguments about the costs and benefits related to EU membership as a whole but also to EU freedom of movement are expected to swing voters.     

Symposium: Exporting Government Services

To explore the prospects for exporting government services, guest symposium editor RFI Smith invites three agencies to comment on their experience. This overview stresses the need to specify carefully costs and benefits in taking operations offshore — both in strict financial terms and in dealing with perception and accountability issues.
The prospects for exporting public sector skills and services are at the same time tantalising and frustrating. After initial enthusiasm in the 1970s and 1980s, the management of export programs has turned out to be complex, demanding and not without controversy. Such programs have challenged their proponents to be at once sophisticated in business management, rigorous and transparent in public accountability, and sensitive to the capabilities and ambitions of private sector providers of similar services. Further, after approximately 10 to 20 years of experience in different Australian jurisdictions, aims, methods and estimates of results remain diverse.     

Critical Issues and Political Alienation in Denmark

Indicators of political alienation – distrust in politicians and dissatisfaction with democracy – in the Danish electorate are associated with specific issue positions, economic grievances, and voting for parties with little influence on government policies. Of critical importance are issues in which cosmopolitan values in the political elite confront various kinds of nationalist or isolationist values in the mass public. Thus, during the 1970s and 1980s, distrust and dissatisfaction with democracy were concentrated among NATO and EU opponents on the left. From 1990 on, the emergent issues of refugees and immigration have generated a new basis of alienation on the right, especially after the change from Conservative to Social Democratic government leadership in 1993. Policy distance from the government on EU and on immigration policies constitutes the two major components of political alienation in the 1990s.     

CUTBACK MANAGEMENT IN CANADA*

Abstract: Although since 1975 the Government of Canada has been successful in containing its expenditure growth — partly as a result of the demands for value for money in government and the political implications of the large deficit — the drive for efficiency and economy has a long history. The Budget reforms of the 1970s (such as MBO, PPB and OPMS) have been joined at the Federal level by a new Policy and Expenditure Management System based on resource "envelopes". This involves the preparation of a five-year fiscal plan setting out projected revenue and total expenditure with a division of expenditure into ten "envelopes" for ten policy sectors. Expenditure priorities are determined by the Priorities and Planning Committee chaired by the Prime Minister, and five Cabinet Committees are responsible for managing the various policy sectors within the funds available. The intention is that "X-budgets", or across-the-board percentage cuts which were the earlier means of cutting back, will be replaced by the more sophisticated "envelope" system. In various ways all Provincial governments — even resource-rich Alberta — have also cutback their expenditures. Ontario has used two blunt instruments in its cutbacks; an arbitrary growth target below the level of inflation and the limitation of public service manpower through the device of "person-years". The lesson from Ontario's experience is the importance of political will in cutback management.     

Across time and space: Explaining variation in news coverage of the European Union

News about the European Union (EU) looks different in different countries at different points in time. This study investigates explanations for cross‐national and over‐time variation in news media coverage of EU affairs drawing on large‐scale media content analyses of newspapers and television news in the EU‐15 (1999), EU‐25 (2004) and EU‐27 (2009) in relation to European Parliament (EP) elections. The analyses focus in particular on explanatory factors pertaining to media characteristics and the political elites. Results show that national elites play an important role for the coverage of EU matters during EP election campaigns. The more strongly national parties are divided about the EU in combination with overall more negative positions towards the EU, the more visible the news. Also, increases in EU news visibility from one election to the next and the Europeanness of the news are determined by a country's elite positions. The findings are discussed in light of the EU's alleged communication deficit.     

Social Structure and Campaign Style: Finland 1954–1987

This study addresses the hypothesis concerning the ideological convergence of political parties in light of election campaigns in Finland. The basic expectation is that the parties have become more alike in terms of their orientation vis-à-vis the electorate and in their use of propaganda techniques. The empirical data consists of editorials in the leading newspapers of the four largest Finnish parties in connection with the parliamentary election campaigns of 1954, 1966, 1975 and 1987. The main hypothesis is clearly corroborated, as traditional elements such as class orientation have been replaced by references to the nation at large and to the political elite. A re-ideologization could be noted in connection with the 1975 campaign, followed by a strong de-ideologization in 1987. Despite the virtual disappearance of offensive propaganda techniques, recent campaigns were not found to be decisively less 'propagandists' than the earlier ones.     

Political Marketing and Propaganda: Uses,Abuses, Misuses

Although previous issues of well-respected marketing journals (e.g., Revue Française du Marketing, Psychology & Marketing, Journal of Marketing Management, European Journal of Marketing) have focused on political marketing, and although there are now journals which regularly publish papers on political marketing including, of course, this one and the Journal of Public Affairs, none has focused exclusively on how the techniques developed for use in electoral and governmental campaigning, in lobbying and party fundraising campaigns, are now being used more generally in the military, in public diplomacy programs, and by companies, not-for-profit organizations, and even terrorist groups, with a focus on “winning hearts and minds.” The aim of this special issue is to seek to fill in this gap in our knowledge and encourage further research into the political marketing/propaganda interface. In this special issue, we seek to elucidate the meaning of propaganda and political marketing by exploring their parameters, both contemporary and traditional.     

How do prospects of EU membership influence support for secession? A survey experiment in Catalonia and Scotland

The past years have been eventful for secessionist movements in Europe and in particular in Scotland and Catalonia. Supporters and opponents of secession of both stateless nations considered their prospects for future EU membership as an important part of the campaigns leading to the referendums. The article’s aim is to explore whether international factors influence domestic support for secession. In order to answer this puzzle, an on-line survey experiment (n = 2408) was carried out in Catalonia and Scotland in which respondents were confronted with different scenarios concerning the EU membership of their hypothetical new state (inclusion or exclusion). Contrary to the general perception, the prospects of EU membership had only a limited effect on support for the creation of a sovereign state. Moreover, it was found that the impact was strongly mediated by the participants’ previous degree of nationalism and their attitudes with respect to the EU.     

Problems and process: European merger control and how to use it

This paper seeks to explore some of the public affairs principles involved in the EU mergers and acquisitions regulatory process, which affects most corporate restructuring of a European scope. Following a brief overview of the EU merger review process and the main role of public affairs in such cases, the paper explores some of the more sensitive issues that demand public affairs activities, and issues that are raised by public affairs activities. The paper focuses on the open nature of the EU merger review process, which allows for wide consultation; the imperfections within the EU merger review process, which lead to confusion as to where the exact point of decision lies; and the fact that the process is only quasi‐legal, so that competition policy and industrial policy considerations may filter into the regulator's assessment. The impact of politics is also explored; from high‐profile political interventions to low‐key political negotiations. Finally, there is a review of the perception of lobbying and the question of the legitimacy of the public affairs discipline in the context of EU merger control. Copyright © 2004 Henry Stewart Publications     

“Editorials at a Glance”: Cultural Policy,Gender, and Modernity in the World War I Bureau of Cartoons

Cultural policy during the Great War, rather than radiating from the central government, evolved from contemporary culture—propaganda, movies, and mass media. The state was a player, but quasi‐public organizations such as propaganda agencies, non‐state actors like the YMCA, and “public opinion” played important roles. The Committee on Public Information (CPI)—the government's propaganda committee—influenced Americans through books, advertisements, posters, and cartoons. This essay examines two of the CPI's efforts: the Bureau of Cartoons and the Division of Pictorial Publicity. In these materials, we can see the intersection of class‐based notions of gendered idealism and a developing media state's use of a sentimental culture of the Victorian middle‐class to represent and motivate the nation. With staff drawn primarily from advertising agencies and newspapers, the Committee's work shows how the formulation of cultural policy is the result of complex negotiated processes involving state interests, cultural liaisons, and ideological assumptions.     

Legitimacy through referendum? The nearly successful domino‐strategy of the Eu‐referendums in Austria,Finland, Sweden and Norway

The end of the Cold War made it possible for some neutral countries to join the European Union. However although the European integration promotes economic co‐operation it also reveals problems concerning national and regional identity. In order to legitimise EU‐membership, the new potential member states Austria, Finland, Sweden and Norway conducted referendums on whether or not they should join EU. These referendums, although different in some national aspects, are an example of an international synchronisation of the political establishments. This synchronisation is discussed in light of a ‘Domino‐Strategy’ of the referendums. Furthermore, the article describes some aspects of the referendum campaigns by stressing the importance of geographical differences, organisational standpoints, public opinion and discourse which shows astonishing similarities but also decisive differences.     

Enron, a Perceived Crisis in Public Confidence, and the Bipartisan Campaign Reform Act of 2002

In the spring of 2002 Congress passed and President Bush signed the Bipartisan Campaign Reform Act (BCRA), the first major piece of campaign reform legislation since the early 1970s. While momentum for reform had been growing since the mid-1990s, without the Enron scandal and its potential threat to public officials, additional support to overcome the procedural barriers and opposition from the Republican leadership in both the House and Senate would have been difficult to overcome. In addition, Bush Administration ties to Enron had the effect of demobilizing the president on the issue, making it virtually impossible for him to veto a bill he fundamentally opposed. The Enron scandal provided the “window of opportunity” needed by reform-oriented elites to pass a controversial and far-ranging law that was not a high priority on the public's agenda. The end result is a law, pending a Supreme Court ruling on its constitutionality, that has the potential to alter fundamentally how electoral campaigns are funded and conducted.     

Social media and political communication in the 2014 elections to the European Parliament

Social media play an increasingly important part in the communication strategies of political campaigns by reflecting information about the policy preferences and opinions of political actors and their public followers. In addition, the content of the messages provides rich information about the political issues and the framing of those issues during elections, such as whether contested issues concern Europe or rather extend pre-existing national debates. In this study, we survey the European landscape of social media using tweets originating from and referring to political actors during the 2014 European Parliament election campaign. We describe the language and national distribution of the messages, the relative volume of different types of communications, and the factors that determine the adoption and use of social media by the candidates. We also analyze the dynamics of the volume and content of the communications over the duration of the campaign with reference to both the EU integration dimension of the debate and the prominence of the most visible list-leading candidates. Our findings indicate that the lead candidates and their televised debate had a prominent influence on the volume and content of communications, and that the content and emotional tone of communications more reflects preferences along the EU dimension of political contestation rather than classic national issues relating to left-right differences.     

International diffusion of regulatory governance: EU actorness in public procurement

This paper attempts to go beyond actor‐centered explanations of the European Union's (EU) presence in regulatory politics by examining the role of the EU in the diffusion of regulatory norms and practices. We explore the international diffusion of public procurement policy, to which multiple organizations and especially the EU and the World Trade Organization have made an active contribution. Using the “opportunity‐presence‐capability” scheme, we argue that the EU is actively co‐shaping the global agenda on public procurement, mainly as a result of the “opportunity” and “presence” dimensions of its global actorness and its role in the horizontal diffusion of public procurement regulations between international organizations. For “EU as a global actor” literature to offer valuable explanations, an in‐depth analysis of its relationship with other international organizations, such as the World Trade Organization, reveals significant interactions and the co‐shaping of policy agendas.     

Consultation and Contest: The Danger of Mixing Modes

This paper argues that public consultative procedures undertaken by governments or their public services sometimes go awry because of certain confusions as to the nature and purposes of consultation. One of the most important of these is a tendency to view consultation as an exercise in policy determination by the public rather than as public input into the representative democratic process whose ultimate use is to be defined by the elected decision-makers. The result of this confusion is a tendency to misunderstand or overestimate what public consultations can achieve, and a failure to make a distinction between occasions when such consultations are useful and occasions when they must give way to explicit political contest. Three levels of activity — the technical, the transactional and the political — are analytically distinguished along with the modes of action-response appropriate to each — in order to explain and clarify the nature of good consultative practice.     

In the Shadow of Brexit: The 2019 European Parliament Elections as First‐Order Polity Elections?

European Parliament (EP) elections have traditionally been described as ‘second‐order national elections' in which campaigns are fought by national parties on national issues. We argue that the 2019 elections should instead be considered ‘first‐order polity' elections. It is not EU‐level party politics or policy issues that are debated, but rather the legitimacy of the EU itself. Firstly, the EP elections have transformed into an EU ‘blame game' in which national governments are punished or rewarded over their stance on European integration. Secondly, the 2019 election was about the EU's fundamental values, not only with respect to multiculturalism, but also gender equality and LGBTQ rights. Finally, these first‐order polity elections are driven in large part by traditional news and social media platforms. While this is a long way from the patterns of the early EP elections, they still fail in fulfilling the function of holding MEPs and European party groupings adequately to account.