President of Serbia Aleksandar Vučić has changed his tone toward students and their supporters at the very beginning of the pre-election campaign. Those whom he previously called “blockaders” are now, according to his words, “our brothers and sisters with whom we should talk.”
Marketing expert Nebojša Avžner believes that such a shift is not accidental, but rather the result of public opinion polls and focus groups which, in his assessment, showed that Vučić’s previous aggressive communication is no longer bringing him any benefit.
“It is obvious that the polls showed that aggression and that way of communicating – blockaders, Ustaše, state destroyers and similar things – have already become too much for people,” Avžner assessed.
According to him, the problem is not primarily with citizens who would not vote for Vučić anyway, but among voters who are considering whether to support him again or stay home.
Avžner believes that abstention by part of the previous electorate could represent a serious problem. As an even more unfavorable scenario, he cites the possibility that some of those voters could go to the polls but spoil their ballots, recalling the phenomenon of “blank ballots” from the 2012 presidential election.
From “blockaders” to a more conciliatory tone
The change in rhetoric was also noticeable during Vučić’s address in Velika Plana. Speaking about people who support the rival Student List, Vučić said that most of them want what is best for Serbia, but that they are “misguided,” subsequently calling them “our brothers and sisters with whom we should talk.”
Avžner believes that the softening of the tone is based on an assessment that the previous way of communicating no longer has the same effect. At the same time, he believes that it is too late for such a change in approach, because voters have had the opportunity over the previous years to compare political messages with the actions of the authorities.
As one example, he cites statements about the reconstruction of the canopy at the Railway Station in Novi Sad, offering very harsh criticism of Vučić’s approach to the issue.
Where are the other representatives of the authorities?
Avžner also draws attention to Vučić’s prominent presence in the campaign even though these are parliamentary, rather than presidential, elections.
He asks why other prominent representatives of the authorities, such as Siniša Mali, Ana Brnabić, Bratislav Gašić and Milenko Jovanov, are not equally visible in the campaign.
In his assessment, the campaign is once again being personalized around Vučić’s name. Avžner also claims that the gatherings held so far point to weaker motivation among part of the authorities’ electorate, citing rallies in Užice and Niš as examples.
As for the continuation of the campaign, he believes it remains to be seen what paid political advertising on television, billboards and other channels will look like.
He expects, however, that the campaign on social networks and other digital platforms will play an important role, where, in his assessment, messages can be reduced to several short and carefully formulated themes, accompanied by a more conciliatory and statesmanlike tone.
Vučić, on the other hand, has called on his supporters during his recent appearances to fight “as strongly as possible” for the victory of the “United Serbia” list, while saying that supporters of the Student List are people who want what is best for the country but are “misguided.”
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Source: Nova Foto: Antonio Ahel / ATAImages
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