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1. an Overview of the 2013 Federal Election Campaign: Ruinous Politics, Cynical Adversarialism and Contending Agendas

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1. an Overview of the 2013 Federal Election Campaign: Ruinous Politics, Cynical Adversarialism and Contending Agendas 1. An Overview of the 2013 Federal Election Campaign: Ruinous politics, cynical adversarialism and contending agendas Jennifer Rayner and John Wanna It was often suggested in the Australian media that the 2013 federal election campaign began effectively on 30 January 2013, when the then-Prime Minister Julia Gillard took the unprecedented step of announcing the election date in a speech to the National Press Club eight months out from polling day. Others may suggest that the campaign truly began when Kevin Rudd returned to the prime ministership on 26 June after a bitter war of attrition within his party. But looking back on how the election unfolded, it seems clear that the campaign began in earnest three years earlier on 7 September 2010, when the Greens and three key independent MPs sided with Labor to deliver Australia its first hung parliament since 1943. That was the day that Tony Abbott’s Coalition, with one more seat than Labor in the House, began its tireless crusade to bring down the Gillard, and for the following three years it rarely wavered in this aim. Viewed in this light, the events of an intensively clamorous election year begin to make sense. The ALP spent much of 2013 looking for a tipping point that would reverse Tony Abbott’s steady and inexorable march towards The Lodge, and allow it to break free from a constrictive political agenda set by the Coalition. This search led to a confused and nerve-racking year of activity for Labor which culminated in the displacement of Julia Gillard and the reinstalling of Kevin Rudd to the leadership, followed by a chaotic campaign which seemed to veer from one eccentric policy announcement to the next without any coherent or unifying theme. By contrast, the Coalition sought to minimise the chances of a turning point occurring by sticking with its tried-and-tested techniques of the past few years: simple slogans backed by scant policy, ruthless discipline to maintain party unity, a highly adversarial focus on three wedge issues and an unrelenting emphasis on the Government’s failings. Having framed the election as a referendum on Labor’s past six years in office and having set the criteria against which its performance would be (unfavourably) judged, the Coalition arguably needed to do little else but stay the course for victory, while guarding against any hint of overconfidence. 17 Abbott’s Gambit: The 2013 Australian Federal Election We explore how this dynamic evolved throughout the years and months leading up to election day 7 September 2013, and what the Coalition’s victory demonstrates about the enduring importance of agenda-setting, framing and issue ownership in political campaigning. These analytical frames help to indicate how political leaders and parties come to define or ‘own’ issues in ways which enhance their strategic advantage relative to their competitors and shape popular understandings (Dery 2000; Harris, Fury and Lock 2006). Agenda- setting explores how political actors shape the public discourse and issue agenda; framing and issue ownership involve the selective emphasis of information ‘to promote a particular problem definition, causal interpretation, moral evaluation and/or treatment recommendation’ (Entman 1993: 52). The key point is that the way leaders talk about issues inherently shapes how they are understood by the public and the range of actions considered feasible in response, and this provides parties with an important strategic tool during election campaigns. Legacies of the Labor government 2007–13 The roots of the Coalition’s successful agenda-setting and framing efforts were planted in the rather fertile political soil provided by the Labor Government’s six years in office, and so it is necessary to look back to the period leading up to the 2010 election to identify their first green shoots. After barnstorming to power in 2007 with an ambitious agenda for change and political renewal, the Rudd Government quickly found itself mired in the global financial crisis and struggling to deliver promised reform on a wide range of policy fronts. To avoid a recession, the Government worked fast in producing five major stimulus packages between October 2008 and February 2009, which included the distribution of $900 cheques to low-paid Australian taxpayers and massive new spending on school and housing infrastructure. While the nation avoided recession as a result of these stimulus measures, the speed with which they were implemented led to instances of amateurishness, poor administration, swindling and even deaths—four young men died in separate incidents while installing roof insulation under a stimulus scheme to improve home energy efficiency. The Coalition began to attack the Government’s supposed profligacy and irresponsibility in implementing the stimulus programs. Senior Coalition figures such as Christopher Pyne, Joe Hockey and Julie Bishop used Question Time and the media to continually bait the Rudd ministry about its ‘pink batts fiasco’ and ‘school hall rip-offs’, and framed the stimulus spending as the latest example of a panicky Labor Government squandering the surplus built up by its more prudent Liberal predecessors (see Bishop 2008; Hockey 2009; Pyne 18 1 . An Overview of the 2013 Federal Election Campaign 2009). As a consequence, the Government received little credit for the enormous achievement of avoiding recession, while also acquiring the beginnings of a reputation for chaotic policy delivery and poor economic management. Labor’s first term affected the Government in other damaging ways. To expedite decision-making during the financial crisis, Rudd centralised decision-making around a kitchen cabinet of four senior ministers: himself, his deputy Julia Gillard, Treasurer Wayne Swan and Finance Minister Lindsay Tanner. However, these arrangements did not end once the threat of economic doom receded, and the rest of cabinet was increasingly excluded from important policy decisions (Tingle 2010; Tanner 2012). At the same time, Rudd began to irritate his back bench caucus members over the lack of consultation and his chaotic governing style (McKew 2013). By 2009—still only its second year in office—the Government appeared to be losing its way, making erratic decisions and failing to address important issues of policy implementation. Rudd stumbled dramatically over policies to mitigate climate change, failing twice to introduce a carbon emissions trading scheme and then shelving further plans to address this critical policy issue in the face of public discontent over projected cost of living increases. One of the Coalition’s cut-through campaign messages of 2013 which tagged Kevin Rudd as ‘Captain Chaos’ had its genesis in this earlier period, when it seemed as though the energy and enthusiasm of 2007 had acquired a more manic edge. Events came to a head when Rudd was dramatically ousted as leader in June 2010 by Julia Gillard at the behest of Labor’s powerful factions. Becoming Prime Minister after the sudden ‘coup’, Gillard struggled to make an impression from the outset and at the August 2010 election Labor was reduced to minority government status.1 Gillard managed to patch together a loose ‘coalition’ of sorts, denying the Liberals a victory after 17 drawn-out days of negotiation. Almost from the moment that the minority Government was formed, Abbott began describing it as a ‘bad government’ mired in ‘chaos’, headed by a woman offering nothing but ‘broken promises’ who was ‘beholden to the Greens’. This depiction of Gillard’s Government as weak, unstable and chaotic became a familiar Coalition trope throughout the following three years—Hansard alone records more than 400 instances of Liberal and National MPs using the four phrases highlighted above between 7 September 2010 and the last sitting of parliament in 2013 (Hansard, 43rd Parliament of Australia). In addition to casting a negative frame around the concept of minority government, the Coalition also chiselled away at Labor’s policy credibility by ensuring that three issues stayed at the top of the political agenda: the 1 The ALP narrowly won the two-party-preferred vote at 50.12 to 49.88 per cent, but actually won one fewer seat than the Coalition with 72 to 73 seats respectively. 19 Abbott’s Gambit: The 2013 Australian Federal Election economy, asylum seekers and the carbon tax. These issues had been emphasised prominently in the Coalition’s 2010 election campaign, and Abbott refused to relinquish them once back in opposition, cementing his ‘ownership’ of them politically (Newspoll 2013a). During the three years of the Gillard Government, 64 per cent of all opposition questions asked during Question Time were about these same three issues, while Abbott and his shadow ministers also issued hundreds of media releases, briefings, advertisements and even billboards drawing attention to them. The Coalition’s framing of these issues was unambiguously negative: a rise in the number of asylum seekers arriving by boat was presented as a ‘border security disaster’, the fiscal situation and escalating public debt attained the status of a ‘budget emergency’, and the carbon tax which Abbott promised to ‘axe’ was blamed for ‘driving up the price of electricity bills by $300 a year’ and ‘ripping the heart and soul out of small business’ (see Hockey 2013; Abbott and Hockey 2011; Morrison 2011).2 The thrashing of these core issues advantaged the Coalition while it highlighted the stark tension between the party’s traditional, materialist support base and its more recent, post-materialist one (Charnock and Ellis 2004). It also provided the opportunity for the Opposition to hammer Labor for placing environmental issues ahead of the cost of living concerns of ordinary voters. The Gillard Government worked conscientiously to pursue its own distinct policy agenda, committing to a major overhaul of education funding, developing the National Disability Insurance Scheme and accelerating the roll-out of the National Broadband Network, amongst other achievements.
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