Gender versus genuine - preferred PM
Sunday, 01 August 2010 09:23 | by Graham Young



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This doesn't mean that policy isn't important, but as we saw in the Howard v Latham election, it is one thing to promise, and another for people to believe that you will deliver. "Trust" was an important theme in that election and it looks to be in this one as well.

Gender is the dominant theme associated with Gillard and it includes intelligence and strength. Policies is as much about a perception that Gillard is positive and is offering policies, while Abbott is negative. Few policies are actually mentioned, apart from climate change, but that draws positive comments for both contenders, depending on your view on the issue.

Leader is a theme that is actually more associated with Gillard than Abbott, but is generally an assertion - "I think X is the better leader" - so really tells us little. Trust is closely associated with Abbott as are the concepts it encompasses like honesty and values.

A problem for Abbott is the concept "experience". Like Gillard he doesn't want to talk about the past too much. For Abbott that is because although he had a fairly good record electors probably aren't ready to go back to a Howard-style government. For Gillard it is because her own actions in overthrowing Rudd say that her record as vice-captain of the team, was not one to boast about.

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