By: Dr Matevž Tomšič
When rulers begin to lose support among voters, they often interpret this as a problem of their decreasing popularity due to an inadequate way of communication. Therefore, the answer lies in a new “communication strategy”, claiming that they just need to address people differently, and then “everything will be different”. Nowadays, engagement through social media, especially those frequented by young people, is often seen as some sort of magic wand. This way, a politician who uses them appears more modern, cooler, more in tune with the times.
It is well known that support for the current government, the largest governing party, and even Prime Minister Robert Golob himself has plummeted. This is evidenced by all the recent opinion polls conducted. Therefore, the Prime Minister has decided to increase his popularity by intensively using new communication techniques. If it works for Borut Pahor, why would it not work for him, right?
However, the formulation of a new communication strategy aimed at restoring the shattered trust of citizens to the ruling party has already taken on quite bizarre dimensions from the very beginning. In mid-February, Prime Minister Golob convened a meeting on the topic of strategic communication, attended by some ministers and officials, as well as his partner Tina Gaber. Allegedly, she was there as a social media expert.
The fact that the Prime Minister’s private companion gives advice – or perhaps even instructions – to members of the government at an official meeting is a significant humiliation for the latter. They must listen to a person who has absolutely no authority for such actions. And if we are honest, neither any special competencies. Nowadays, practically anyone who posts their photos, videos, and “profound” writings can declare themselves as so-called influencers. And she, in this regard, is no different from hundreds of others who imagine they have some influence on people with their constant presence on social media.
We have people in power who are completely incapable of distinguishing between public and private matters. In none of the previous governments did the private partners of members of the government interfere in the decision-making process. But now, this is happening right before our eyes. It is something that contradicts the customs of developed democracies, where the authorities’ powers in the political-administrative structure are clear. And the position of a wife/husband, mistress/lover brings none whatsoever!
TODAY, PRACTICALLY ANYONE WHO POSTS THEIR PHOTOS, VIDEOS, AND “PROFOUND” WRITINGS CAN DECLARE THEMSELVES AS SO-CALLED INFLUENCERS. AND SHE, IN THIS REGARD, IS NO DIFFERENT FROM HUNDREDS OF OTHERS WHO IMAGINE THEY HAVE SOME INFLUENCE ON PEOPLE WITH THEIR CONSTANT PRESENCE ON SOCIAL MEDIA.
The events at the top of the executive branch in this regard more resemble the French court in the 17th or 18th century when (certain) king’s mistresses had a significant influence on governance. But Robert Golob is certainly not Louis XIV (although he may fancy himself as such). The only thing he shares with the “Sun King” is an enormous ego and the associated sense of self-importance. However, behind the “Sun King”, there were great achievements. He left behind a strong state (which was at that time the leading power in Europe) and magnificent accomplishments in the field of cultural and artistic creativity (among which the most famous is the Palace of Versailles, which became his residence).
Meanwhile, Golob and his cohorts are leaving behind only chaos. The current government is completely incapable and incompetent in terms of solving key social problems. With inadequate measures in the economic and financial fields (recall the increase in tax burdens), they are jeopardising people’s standard of living. With their policy of “open borders” (recall the removal of the fence on the border with Croatia), which has led to a significant increase in the influx of illegal migrants, they are jeopardising their safety. Golob’s zeal is only apparent in dealing with political opponents and others (including defectors from their own ranks), shamelessly abusing official institutions and procedures. Therefore, the growing discontent of the people is entirely expected. And in the absence of significant positive results, a different mode of communication will not help much.