Bunting vs Phillips: A risky contest

Similar dynamics are at play whether the internal contest occurs within the Conservative Party in the United Kingdom (UK); or between contenders in the Democratic Party in the United States of America to be the nominee in the next presidential elections; or between challenger Peter Bunting and incumbent president of the PNP, Dr Peter Phillips in Jamaica.

In the case of the recently concluded leadership contest in the UK, the campaign was largely about issues, the main one being the UK’s scheduled departure from the European Union, referred to as Brexit. In the USA, despite the robust jockeying by Democratic contenders for pole position in the contest, their main campaign message and objective has been to project themselves as capable of taking down President Donald Trump in the 2020 presidential elections.

Focus on Common Enemy

That’s the main campaign strategy to be employed in these circumstances --focus on the common enemy rather than one’s internal contender. This approach tends to unite the political organisation and crystallize the campaign message. Yet, this is a delicate balancing act, because a candidate must differentiate himself from his competitors to be attractive to internal electors.

In this regard, Bunting attracted criticism because he did not vote along with the parliamentary Opposition in supporting the recent extension of the State of Public Emergency in a section of the Corporate Area and his camp appeared not to be fully supportive of the PNP’s anti-corruption protests.

Further to the challenge of not damaging the organisation’s image, political candidates in internal leadership contests must speak simultaneously to two audiences –party delegates and the national electorate. In other words, each candidate must run parallel campaigns. While internal delegates are comparatively less critical about party campaign messages, external electors are looking at qualities that a head of government should possess. Messages that resound well with party supporters can backfire in the public sphere where original context is lost, the message amplified and meaning distorted.

Phillips’ message to both party insiders and the wider public is that he has been tried and proven as an achiever in all his previous ministerial portfolios. Therefore, by inference, he should perform effectively as a prime minister.  Bunting, without, the wide ministerial experience of Phillips, appears to be playing up his strength as a successful businessman -a factor that has featured in the election of Donald Trump as president of the USA.

Neither candidate’s arguments for becoming prime minister are watertight, as the job is a unique one, for which the real preparation is to sit in the chair —something that former British Prime Minister, Theresa May learned the hard way and that her successor Boris Johnson will come to appreciate.

Byron Buckley is a media and communication specialist for more than 30 years. Visit Prangle Media to read his blogs or send feedback to editorial@oldharbournews.com.