The Nationalist Party electoral victory was realised by Lawrence Gonzi single-handedly and against all odds. The PN faced a formidable array of adversaries: the MLP, AD, AN, the hunter’s lobby and the absenteeism brigade. It did the impossible and garnered a majority of votes, even if this was only a slender relative majority. Indeed, there is no sweeter victory than that snatched from the jaws of defeat.
There were many people who were surprised about the way that the PN electoral campaign was designed to revolve around Lawrence Gonzi. This included PN stalwarts who felt that this time Joe Saliba had really gone over the top. But this was simply an attempt – that proved successful – to reinforce and build on the public perception that Lawrence Gonzi made a better Prime Minister than Alfred Sant.
This perception was no Joe Saliba hunch, but was one that constantly came across in the opinion surveys that the PN regularly commissions. The opinion polls commissioned by the MLP obviously got the same result as the MLP campaign stressed on the MLP “team” and even avoided having the minimum one billboard with a photo of Alfred Sant. While the MLP accused the PN of hiding the ministers of the outgoing cabinet, the MLP was hiding its own leader!
All during the campaign, MLP officials and candidates exhibited a brash overconfidence that a Labour victory was in the bag. On Sunday morning, when the ballot boxes had all been delivered to the counting hall, MLP general secretary Jason Micallef publicly assured everybody that they contained ballots that would give the absolute majority to “a party” – a comment that people interpreted as signifying a Labour victory.
This brashness was uncalled for. The PN knew that the race was very tight and, recalling what had happened in 1996, astutely played the underdog.
At the end of the day, the MLP lost because it underestimated the resilience of the Nationalist Party. It never imagined that the PN, trailing as it was when the election date was announced, would be able to make such a comeback.
The PN’s electoral campaign was based on projecting Gonzi’s leadership skills, as well as on its policies related to education, health services, environment and job creation: the areas where it is perceived to be stronger than the MLP. The MLP’s campaign was based on the idea of a “team” that will bring about change, and rid us of corruption while tackling cost-of living problems: the areas where the PN was weak and the MLP was strong in public perception.
The two political parties were actually playing on the existing public perception about the political situation and manipulating public opinion to their advantage. They knew that at the electoral campaign stage, it is no use trying to change public perception by asserting something that public perception is not willing to accept, even though it could be the objective truth.
Labour’s so-called minimalist campaign perfectly suited the purpose of promising nothing. But I think it went too far. The picture of a nice little girl taking her first ballet steps (that after four weeks grew up to a fully fledged modern looking young lady) and the photos of young couples hugging their children or grandparents hugging their little grandchildren with the slogan ‘Choose Labour’ all make a good opening to set the mood for what could have been perceived as a new beginning with Labour. However, at some point of the campaign, this initial promise had to be fleshed out with some beef. But this never came along and the uncommitted voter ended up shocked with the paucity of Labour’s electoral programme.
This was the main reason why the MLP did not manage to persuade disgruntled PN voters to switch allegiance and these preferred to abstain. Had the MLP successfully lured half of these non-voters it would have had a comfortable victory.
The MLP campaign was a negative one based solely on mud-slinging and character assassination. It lacked the message giving a clear sense of direction, promising new serious political initiatives as well as the assurances that Malta will keep faring well under Labour. Only such a positive strategy could have successfully enticed traditional PN voters to switch to the MLP. How on earth did the MLP expect any traditional PN voter to give Alfred Sant another blank cheque, after his performance as Prime Minister in 1996-98?
The responsibility for this serious lacuna falls squarely on Alfred Sant and his ever-grinning acolyte, Jason Micallef. Alfred Sant has tendered his resignation. What is Jason waiting for?
The election results prompted a number of political jokes that are doing the rounds via the e-mail and sms circuits. One of these jokes says that the new PN government is already creating new job opportunities: there is a vacancy for the job of MLP leader.
If the MLP were to advertise this vacancy, I suppose they would probably put it this way:
“The Malta Labour Party is seeking to employ a PARTY LEADER on a full-time basis. Applicants must be smart and able to work under stress.
The successful applicant must be familiar with the intrigue and the cloak-and-dagger environment that comes with the post. The selected candidate must believe in referenda and in the EU and must be able to actually answer questions from the media. The ability to push forward the party’s agenda with the aim of expanding the Party’s client base in time for the next election is crucial.
This high-profile position is only open to staunch socialists. However, persons with more moderate beliefs may be considered if they can prove to the voting delegates that their engagement will bring success at the next election.
Whilst appreciated, integrity and honesty are not necessarily required. Persons with previous experience need not apply. Applicants who have overly-long names and surnames, such as Methuselah or Jediddiah, must be prepared to accept a shortened version of their name that can be easily chanted during party manifestations.
Soliciting will automatically help a candidate to get the job.”
Undoubtedly, the leadership battle within the MLP is the next big story in the Maltese political scene.
Any comments?
If you wish your comments to be published in our Letters pages please click button below. Please write a contact number and a postal address where you may be contacted.
