During the 2004 and 2008 campaigns we noticed that political messaging could change within minutes due to world events, responses to media queries, just about anything, really.
Here’s an example: we analyzed www.newt.org/newt-direct Friday, 4 Mar 11, around 11amET then got too busy to post the analysis. Later, when we had time to post we decided to do another analysis, just in case and yes, things had changed. Here we share the analysis of the morning and afternoon sites.
Political Messaging Part 1 – What Newt Gingrich Wants You to Believe at 4pmET, Friday, 4 Mar 11
The only recognizable difference here is in the “I Am a Man of the People” metric. It is two points higher at 4pmET than it was at 11amET. Perhaps Newt was warming to his audience?
Political Messaging Part 2 – What the Content Author/Designer Thinks at 4pmET, Friday, 4 Mar 11
Here the change is a bit more obvious. Whatever updates were made to the site between 11am and 4pmET, the person or team making those changes were less than sure of them.
There were no recognizable changes in the gender and age persuasion metrics between 11am and 4pmET.
Age Persuasion at 11amET, Friday, 4 Mar 11
What is Newt Gingrich Really Communicating? – Every politician wants the public to believe they are the best for the job and can get things done.
However, no individual can achieve anything in elected office unless they believe certain things about themselves because without those core, personal and identifying beliefs they will not have the intellectual power, the charisma, the social awareness and sensitivity, the negotiation skills or the creativity necessary for success in public office.
In this case, Newt Gingrich:
- Has an idea of where their town/city/county/state/country needs to be but doesn’t know if they’re instrumental in making that vision a reality.
- Has a sense of destiny for both themselves and the town/city/county/state/country and are aren’t convinced anybody — including themselves — knows how to make it happen.
- Has a sense of destiny for both themselves and the town/city/county/state/country and believes they are the only individual who can make it happen.
- Is convinced they know how to improve the current situation.
- But does not believe they will be able to act upon it.
- They are paying close attention/are sensitive to public opinion.
- They’re paying more attention to their advisors than to the public.
- May be considered politically towards the Left by their audience.
- Is targeting a reasonable demographic.
- But not strongly enough to stand out/win/be recognized as leading the pack.
What Newt wanted people to believe didn’t change between 11am and 4pmET. However, the author/site designer/webmaster’s thoughts changed dramatically.
Regarding the real author of this material at 11amET, 4 Mar 11:
- They don’t think this candidate has a real chance of winning the race.
- They don’t think any amount of fact-checking will be good.
And at 4pmET, Friday, 11 Mar 11:
- They don’t think this candidate has a real chance of winning anything.
- They were laughing their heads off creating this material and think you should be, too.
Values Generated Are:
- Political Messaging (no change between 11amET and 4pmET)
- I Am Leadership Material – 66
- I Am Electable – 58
- I Have a Vision – 40
- I Have a Vision for This Country – 96
- I Am Listening – 19
- I Am Listening to You – 37
- I Can Lead Us to a Better Place – 100
- I Can Get Us Out of This Problem/Mess/Situation – 65
- I Am a Man/Woman of The People – 34
- Speechwriter’s Confidence in Candidate’s Success – -66 at 11amET, -75 at 4pmET
- Speechwriter’s Determination of How Much BlueSky was in Candidate’s Speech – 56 at 11amET, 92 at 4pmET
- Gender Persuasion (no change between 11amET and 4pmET)
- Male – 59%
- Female – 41%
- Age Persuasion (no change between 11amET and 4pmET)
- ? – 24yo – 4%
- 25 – 34yo – 8%
- 35 – 44yo – 15%
- 45 – 54yo – 30%
- 55 – 59yo – 58%
- 60 – 64yo – 30%
- 65 – 74yo – 15%
- 75yo + – 8%