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Trivialisation works

Most voters are profoundly uninterested in politics and cannot follow complex economic debates. Martin Rosenbaum says politicians should not be blamed for simplifying their messages

By Martin Rosenbaum   March 1997

Those involved in fighting the coming election may be interested in this advice from a successful political communicator on getting your point across:

“If you can’t sum it up in a sentence or even a phrase, forget it. To avoid misinterpretation, strip down a policy or opinion to one key clear line before the media does it for you. The truth becomes almost impossible to communicate because total frankness, relayed in the shorthand of the mass media, becomes a weapon in the hands of opponents.”

The validity of this advice is confirmed by the fact that its author might today…

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