An Effie for Blocher
Noteworthy: Switzerland’s most-hated politician (in the media) is also its most influential communicator. Even when he remains silent—as he did, for example, regarding the naturalization referendum.
Column Switzerland's most hated politician (in the media) is also its most effective communicator. For someone who can't really please anyone, becoming the country's best communicator is quite an achievement: we're talking about Christoph Blocher. As ever, no one is better at communicating what is important to him authentically and with unrivaled impact. Yet almost nobody in the established media world likes him; some even pursue him with Jacobin hatred. It is impressive how the man who has a reputation for being unadvisable draws energy from this frictional resistance and - from his point of view and in terms of the result - does everything just right.
Communication traps are set for the former opposition politician everywhere and at all times. For example, the so-called principle of collegiality is used to force him to oppose proposals that he has just fought vehemently against as a member of parliament. But Blocher doesn't do that, because as a communicator he thinks of his core audience first. When Kurt Furgler took a stand on the abortion issue, nobody was bothered. But when Blocher allowed the naturalization bills to pass him by with provocative indifference, the politically correct howled.
Deiss, Leuenberger and Couchepin - none of whom previously had the courage to withdraw the dossier from Blocher by majority vote - sent vassals forward to celebrate moral outrage at the last moment. Of course, the people realized that Ms Leuthard, Mr Schweiger and Comrade Fehr were just looking for an excuse for their certain defeat. The result of the vote also proved that Blocher knows how to achieve his goals even by not communicating.
Once again, he was helped less by his own genius than by the cowardice of his opponents. Just to avoid any misunderstandings: I think his point of view is misguided and the anti-Muslim propaganda that has certainly not been created without his help is disgusting. Nevertheless, he would have deserved the Effie Award for the most resounding communication success - against united public opinion, after all.
Another trap was recently set for the tribune of the people, who has been elevated to the rank of magistrate, at the publishers' congress in Lausanne. While Gerhard Schröder gave a run-of-the-mill speech like the one he gave at the trade union congress in Wanne-Eickel, Blocher tackled the subject of media power with relish and cunning, but also with aplomb. With exquisite malice such as: "Strangely enough, the diversity is relatively great, especially when it comes to factual descriptions. In contrast, I observe a disconcerting monotony in the statements. Shouldn't it be the other way around?"
Whoever wrote it: The Lausanne speech was intelligent, polite and extremely apt. Christoph Blocher knew how to present himself as a partisan of common sense in a world of politically correct mendacity.
Remarkably, he actually only said things that were self-evident: for example, that the media should concentrate on their task of informing and evaluating, free from the crutches of the state; that the state should not give them any orders; that only disagreement and contradiction serve the search for truth; that comments are free and facts are sacred and that there must be no forbidden topics. Why the hell do you have to be Christoph Blocher in this country to utter such truisms?
Speaking of media perception of Blocher: the Minister of Justice invites the federal press and all camera teams to the Marzilibad on the Aare. He takes off his shoes and socks, then strides light-footedly across the water. The next day, the photo is on page 1 of Blick, accompanied by the headline: "This is the proof: Blocher can't even swim!"
> Karl Lüönd is a journalist and head of the Media Institute of the Swiss Press Association.
Communication traps are set for the former opposition politician everywhere and at all times. For example, the so-called principle of collegiality is used to force him to oppose proposals that he has just fought vehemently against as a member of parliament. But Blocher doesn't do that, because as a communicator he thinks of his core audience first. When Kurt Furgler took a stand on the abortion issue, nobody was bothered. But when Blocher allowed the naturalization bills to pass him by with provocative indifference, the politically correct howled.
Deiss, Leuenberger and Couchepin - none of whom previously had the courage to withdraw the dossier from Blocher by majority vote - sent vassals forward to celebrate moral outrage at the last moment. Of course, the people realized that Ms Leuthard, Mr Schweiger and Comrade Fehr were just looking for an excuse for their certain defeat. The result of the vote also proved that Blocher knows how to achieve his goals even by not communicating.
Once again, he was helped less by his own genius than by the cowardice of his opponents. Just to avoid any misunderstandings: I think his point of view is misguided and the anti-Muslim propaganda that has certainly not been created without his help is disgusting. Nevertheless, he would have deserved the Effie Award for the most resounding communication success - against united public opinion, after all.
Another trap was recently set for the tribune of the people, who has been elevated to the rank of magistrate, at the publishers' congress in Lausanne. While Gerhard Schröder gave a run-of-the-mill speech like the one he gave at the trade union congress in Wanne-Eickel, Blocher tackled the subject of media power with relish and cunning, but also with aplomb. With exquisite malice such as: "Strangely enough, the diversity is relatively great, especially when it comes to factual descriptions. In contrast, I observe a disconcerting monotony in the statements. Shouldn't it be the other way around?"
Whoever wrote it: The Lausanne speech was intelligent, polite and extremely apt. Christoph Blocher knew how to present himself as a partisan of common sense in a world of politically correct mendacity.
Remarkably, he actually only said things that were self-evident: for example, that the media should concentrate on their task of informing and evaluating, free from the crutches of the state; that the state should not give them any orders; that only disagreement and contradiction serve the search for truth; that comments are free and facts are sacred and that there must be no forbidden topics. Why the hell do you have to be Christoph Blocher in this country to utter such truisms?
Speaking of media perception of Blocher: the Minister of Justice invites the federal press and all camera teams to the Marzilibad on the Aare. He takes off his shoes and socks, then strides light-footedly across the water. The next day, the photo is on page 1 of Blick, accompanied by the headline: "This is the proof: Blocher can't even swim!"
> Karl Lüönd is a journalist and head of the Media Institute of the Swiss Press Association.
