It's depressing that the opposition doesn't realise that by repeating your opponent's frame (nationalism, family values etc), you don't steal their votes, you just strengthen their narrative. If voters go into the polling booth thinking 'Britain first' and they'll vote Tory.
Can’t say exactly as I’m not fully across present UK debate but there’s a huge difference between *evoking* family and repeating exact oppo trope like “family values.” Latter is a frozen phrase that evokes very specific meaning. Advice we’ve given is do former. 1
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On nationalism, in empirical testing in US and Oz, evoking national id (“as Australians we should...” “as Americans we must...”) increases anti-migrant sentiment where same phrase redone as “as caring people we...” creates desire for more pro-migrant policy. 2
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In hopes it’s helpful, much newer messaging guide that confronts dog whistles and shows how to talk across many issues. Giant caveat that all testing done on folks in US in English and Spanish. https://secureservercdn.net/198.71.233.47/m5b.422.myftpupload.com/wp-content/uploads/2020/02/WeMakeTheFuture_Messaging_Guide.pdf …
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