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By Matthew Flinders

First it was football, now its politics. The transfer window seems to have opened and all the main political parties have recruited hard-hitting spin-doctors — or should I say ‘election gurus’ — in the hope of transforming their performance in the 2015 General Election. While some bemoan the influence of foreign hands on British politics and others ask why we aren’t producing our own world-class spin-doctors I can’t help but feel that the future of British politics looks bleak. The future is likely to be dominated by too much shouting, not enough listening.

Dante is a fifteen-year old African-American teenager with a big Afro hairstyle. He looks into the camera and with a timid voice tells the viewer ‘Bill de Blasio will be a Mayor for every New Yorker, no matter where they live or what they look like – and I’d say that even if he weren’t my dad’. This was the advert that transformed Bill de Blasio from a long-shot into a hot-shot and ultimately propelled him into office as the 109th and current Mayor of New York. De Blasio also benefitted from a well-timed sexting scandal and an electorate ready for change but there can be no doubting that the advert in which his son, Dante de Blasio, featured was a game changer. Time Magazine described it as “The Ad That Won the New York Mayor’s Race”, the Washington Post named it ‘Political Advert of 2013’ — “No single ad had a bigger impact on a race than this one”.

Such evidence of ‘poll propulsion’, ‘soft power’ and ‘data optimization’ has not gone without notice on this side of the Atlantic and a whole new wave of election gurus have been recruited to help each of the main three political parties (Nigel Farage, of course, would never recruit such blatant overseas talent, ahem). The Liberal Democrats have recruited Ryan Coetzee who played a leading role significantly increasing the Democratic Alliance’s share of the vote in South Africa. The Conservatives have appointed the Australian Lynton Crosby with his forensic focus on ‘touchstone issues’, while last month the Labour Party revealed they had hired one of President Obama’s key strategists, David Axelrod, to craft a sharp political message and re-brand Ed Miliband.

It was David Axelrod’s former Chicago firm — ‘AKPD Message and Media’ — that had made the Dante advert for Bill de Blasio.

Of course, such spin-doctors, advisers, and consultants have always and will always exist in politics. The existence of new forms of off-line and on-line communication demands that political parties constantly explore new techniques and opportunities to improve their standing but I cannot help feel that with the recruitment of such powerful electoral strategists we risk losing touch with what politics is really about. We risk widening the worrying gap that already exists between the governors and the governed. ‘Resilience’, it would appear, seems to be the buzzword of modern party politics as a General Election approaches. It is about who can promote a powerful narrative and deliver an aggressive onslaught; it is about a form of ‘attack politics’ in which a willingness to listen or compromise is derided as weakness, and weakness cannot be tolerated; it is a form of politics in which family and friends become political tools to be deployed in shrewd, cunning and carefully crafted ways.

But does turning to the masters of machine politics from Australia and America bring with it the risk that the campaign will become too polished, too professional, too perfect?

David Axelrod’s role in relation to Ed Miliband provides a case in point. Apparently opinion polls suggest that poor Ed is viewed as too ‘nerdy’ and more than a little bit ‘weird’. The strategists suggest that this ‘image problem’ is a weakness that must be addressed through a process of re-branding. The danger, of course, of course is that by knocking-off all Ed’s quirks and peculiarities you actually end up with just another production line professional politician. Personally, I quite like politicians that are a bit different, even weird. Isn’t that why people find Boris Johnson and Nigel Farage so annoyingly refreshing?

A really smart election strategist might dare to think a little differently; to turn the political world upside-down by focusing not on who can shout the loudest for the longest but on the art of listening. As Andrew Dobson’s brilliant new book — Listening for Democracy — underlines the art of good listening has become almost completely ignored in modern politics despite being prized in daily conversation. Were any of the foreign election gurus employed for their listening skills? No. And that’s the problem. That’s why the future feels so bleak.

Matthew Flinders is Founding Director of the Sir Bernard Crick Centre for the Public Understanding of Politics at the University of Sheffield and also Visiting Distinguished Professor in Governance and Public Policy at Murdoch University, Western Australia. He is the author of Defending Politics (2012).

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Image credit: Ed Miliband. UK Department of Energy. Crown Copyright via WikiCommons.

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By Andrew Dobson

“Noisy and aggressive,” “childish,” “over the top,” “pointless.” These are just a few recent descriptions of Prime Minister’s Questions – the most watched event in the Parliamentary week.

Public dismay at PMQs has led the Speaker, John Bercow, to consult with party leaders over reform.  The Hansard Society asked focus groups what they thought of PMQs as part of its annual look at public engagement. Nearly half said the event is “too noisy and aggressive”, the same proportion as those who felt that MPs behave unprofessionally. Meanwhile, a majority of 33% to 27% reported that it put them off politics. Only 12% said it made them “proud of our Parliament”.

Both the Deputy Prime Minister Clegg and Labour leader Ed Miliband agreed that the baying and screeching gave politics and politicians a bad name, and while Prime Minister David Cameron was a little more guarded, he too thought that Mr Bercow’s ideas were interesting and worth looking at.

So would it help if politicians listened to each other little bit more and shouted at each other a little bit less? The fact that PMQs is simultaneously the most watched and the least respected Parliamentary event is significant. No doubt we watch it precisely because we enjoy the barracking and the bawling, and there is always the possibility of grudging admiration for a smart bit of wordplay by one or other of the combatants. Parliamentary sketch writers nearly always judge the winner of PMQs on the basis of which of the party leaders has bested the other in terms of quips and ripostes – and very rarely on the basis of political substance.

So it’s hardly an informative occasion. Indeed the Hansard’s respondents’ main gripes are that questions are scripted, and that there are too many planted questions and too few honest answers.

Once again, though, maybe this misses the point. Some will say that the civilised and serious political work is done behind the scenes in committee rooms, where party loyalty is less obviously on display, and where considered debate often takes place. On this account, PMQs occupy a very small amount of parliamentary time, and anyway, the sometimes angry jousting that takes place between party leaders on Wednesdays is as much a part of politics as the polite exchange of views we find in Parliamentary committees. Where would politics be without disagreement? Would it be politics at all?

But then there are different ways of disagreeing – and some ways could turn out to be exclusionary. One of the ideas floated by John Bercow was that the flight of women from the House of Commons was in part a result of the way in which debate is conducted there.

And it’s a fact that although good listening is much prized in daily conversation, it’s been almost completely ignored in the form of political conversation we know as democracy. While PMQs show that politicians aren’t always very good at listening to each other, they’re not much better at listening to the public either. Politicians instinctively know that listening in a democracy is vital to legitimacy. That’s why when they’re in trouble they reach for the listening card and initiate a “Big Conversation,” like the one Tony Blair started in late 2003, not so many months after the million people march against the Iraq war.

But won’t a government that listens hard and changes its mind just be accused of that ultimate political crime, the U-turn? In 2012, the Secretary of State for Education, Michael Gove, announced some radical changes in UK secondary school education, including a return to an older style assessment regime. Then in February 2013 he suddenly announced that the changes wouldn’t take place after all. Predictably, the Opposition spokesman called this a ‘humiliating climbdown’. Equally predictably, Gove’s supporters played the listening card for it was worth, with Nick Clegg saying effusively that, “There is no point having a consultation if you’ve already made up your mind what you’re going to do at the end of it.”

So it looks as though, as far as listening goes, governments are damned if they do and damned if they don’t: accused of weakness if they change their mind and of pig-headedness and a failure to listen if they don’t. On balance, I’d rather have them listening more – both to each other and to us. John Dryzek is surely right to say that, “the most effective and insidious way to silence others in politics is a refusal to listen.”

As the ancient Greek philosopher Epictetus says: “Nature hath given men and one tongue but two ears, that we may hear from others twice as much as we speak.”

Andrew Dobson is Professor of Politics at Keele University, UK. His most recent book is Listening for Democracy: recognition, representation, reconciliation (OUP, 2014). He is a member of the England and Wales Green Party and he co-wrote the Green Party General Election Manifesto in 2010. He is a founder member of the thinktank Green House.

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Image credit: John Bercow, by Office John Bercow, CC-BY-SA-3.0 via Wikimedia Commons. (2) David Cameron, by World Economic Forum/Mortiz Hager (Flickr), CC-BY-SA-2.0 via Wikimedia Commons

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