New Zealand’s fifth MMP general election in 2008 was, according to the main party slogans, a contest between ‘trust’ and ‘a brighter future’. It was also one of the least dynamic and policy-oriented in living memory. The highly-professionalized strategies meant that it was certainly no contest of ideas or broadly different political options for voters. Despite the usual electoral hyperbole, the programmatic differences were more blurred than ever. This was especially noticeable in economic policy, with seemingly interchangeable economic outlooks, and virtually no disagreement on what should be done about the developing economic recession. In the absence of any substantive differences in economics, and with few other issues resonating with the public, the campaign came down to a choice of leadership. This is the conclusion of my chapter entitled ‘Party Strategy and the 2008 Election’ which is part of the recently published book Informing Voters? Politics, Media and the New Zealand Election 2008 (edited by Chris Rudd, Janine Hayward and Geoff Craig). The blog post below reproduces the draft conclusion of my chapter. Subsequently the draft chapter was substantially reworked, edited, and condensed for the final book, so please see the published book for the final and ‘authoritative’ version. [Read more below]
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