Opposition wants to open people's eyes

2006-11-16

By Kiryl PAZNYAK

In the previous article, we discussed the creativity of the Belarusian opposition. We noted that its “Road to Freedom” message for the local elections campaign was unnecessarily politicized. The major part of the population does not accept the abstract slogans about democracy. The oppositionists understand this very well. They simply cannot get rid of the longstanding inertia. Nevertheless, they are trying to be understood by voters.

OPEN YOUR EYES!, the newly announced information campaign of the opposition at the local elections, is a good example of the successful message to the people.

"The main aim is to tell the people the truth about the situation in this country. We want to make the people think about the processes, undergoing in Belarus and make the right choice," said Viktar Ivashkevich, deputy chairman of the Belarusian Popular Front.

He noted that this information campaign is carried out in the framework of the democratization program approved by the opposition. "If we calculate the costs of all the activities, we will receive a huge amount. Apparently, we do not have this much money. Therefore, we have started our information campaign with the production of stickers, which will contain brief information about the political and socio-economic situation in Belarus," he said.

The sticker contents include the following topics: "Belarus ranks 67^th in the UN Social and Economic Development Report. Estonia, Poland, Lithuania, Latvia and Russia are ahead of this country,” "Belarus ranks 106^th among 155 countries in terms of the business environment. Kazakhstan is 86^th position, Russia 79^th, Lithuania 15^th, and Estonia 16^th,” "The Ministry of Justice has not registered political parties since 1999,” "Belarus is the only nation in Europe that requires its citizens to have a stamp on their passports to travel abroad."

Playing with the ratings by the respected international organizations will definitely add weight and trust to the opposition's messages. Comparing with the situation in the neighboring countries will also produce effect. Yet, there should be less words in these leaflets. This is a propaganda rule.

Important thing is how to talk. But, this is not about the Belarusian realities, as there is a problem of where ton talk.

In general, the use of political technologies by the opposition is hampered. Firstly, they do not have access to the television. Secondly, the candidates are limited in terms of spending the official financial resources for their campaigns.

For example, candidates will be allocated money to run campaigns, depending on the level of the council. Those running for the regional council will receive eight-times the Base Rate, or slightly more $100…To hire just one professional spin-doctor costs much more. Yet, the mandate of the member of the local council is not the target to spend much on.

Still, there is a free advice. The opposition should speak a more simple language with the people about simple things. They should learn from Lukashenka, especially the early Lukashenka at the dawn of his political career!

However, it seems that the democrats are panning to carry out the local elections the same way as the parliamentary and presidential elections. But, in this case, people are mostly concerned with the daily social and economic problems. General slogans and arguments on the abstract issues do not inspire the simple man much.

The opposition candidates should listen to the people, rather than talk to them. This is good for their image. It means that you are a politician who ins interested in how the people live. Finally, only after talking to the different population categories, one can compile efficient messages, tailored for specific target audiences.

It is common knowledge that during the elections, people vote more willingly for the men of business; it is even better if they possess a certain authority: directors, representatives of the executive power. In other words, those who have done or will do something for them instead of simply saying that he knows how to do it.

The democrats could have scored points, if they switched to the tactics of small good deeds: screwing in bulbs in the houses' entrances; bringing sand to the children's play-yards; planting trees and leaving behind the tags with their names on.

This is a simple political technique for the oppositionists in the current conditions. Everybody out to free labor days!

But, this is an unskilled work, which the Belarusian democrats have almost never done. It is definitely more simple to write the global concepts for change.