Labour’s landslide victory in the 2013 general election reflected an inclusive party that contrasted sharply with the patronising and at times elitist and confrontational approach adopted by the PN, a study has concluded.

While the latter was perceived as an “arrogant oligarchy”, which promoted stereotyped images of red against blue, the PL managed to engage much more with the people to the point that some traditional Nationalist voters felt more at home within Labour’s ranks.

These are the conclusions that emerged from a sociological study carried out by Prof. Paul Bartolo who analysed the performance of political parties in respect of social inclusion and exclusion, during 2013 election campaign. The book was recently launched at a news conference presided over by Speaker Anġlu Farrugia.

Titled Winning people’s hearts – How social inclusion and exclusion informed the 2013 Malta general election campaign, the study delved into the major issues which characterised the final months of the PN administration, and tried to decipher their impact on the people’s voting intentions.

One of the most striking patterns which emerged was that of a party in government basing its campaign on the ‘us’ and ‘them’ divisions. This strategy was epitomised in a PN billboard portraying the Labour leader in red holding a placard with “unemployment” written on it, and the Prime Minister in blue holding a placard titled “jobs”.

This stereotyped approach was reinforced further in a remark made by the then PN deputy leader Simon Busuttil who had accused the PL of making use of people with a “Nationalist face” with reference to Labour candidate Deborah Schembri.

The study also highlights the confrontational approach taken against whoever criticised the PN at the time, most notably backbencher Franco Debono who was ultimately expelled and famously labelled “irrelevant” by Prime Minister Lawrence Gonzi.

The study remarked that election result was more about social issues as there was consensus across the board on the country’s positive economic performance.

It noted that the first worrying signs for the PN had emerged in the 2011 divorce referendum spearheaded by backbencher Jeffrey Pullicino Orlando. This was a watershed moment as it triggered the start of a trend for PN activists or pale blue voters to publicly endorse Joseph Muscat’s ‘movement’.

The PN’s response of ‘trying frantically to reinforce negative stereotypes of the PL as a party of inferior beings’ did not help at all and played in the hands of the PL which branded its political rival as an old-fashioned party

The PN’s response of “trying frantically to reinforce negative stereotypes of the PL as a party of inferior beings” did not help at all and played in the hand of the PL which branded its political rival as an old-fashioned party.

The study also highlighted the great attention to detail in Labour’s campaign. “The sea of red tops at previous PL meetings which scared off many PN voters, was replaced with Maltese flags, while Dr Muscat started wearing blue ties,” it remarked. Though Dr Busuttil had picked up this strategy, he failed to expose it to the electorate, the report added.

The PN’s manifesto was also perceived to adopt a patronising approach as it portrayed a party pledging to make the best decisions on behalf of the people.

The author also gave an insight on how both parties tried to emulate Barack Obama’s presidential campaign, albeit with very contrasting results.

Just like Obama made use of his multicultural identity to appeal to voters, the PL leader categorised himself as the reflection of the diversity of the Maltese emphasising the different political background of his parents.

On the other hand the PN’s attempt to emulate an Obama-Biden poster that oozed confidence failed, as the respective billboard of Lawrence Gonzi and Simon Busuttil looking skywards was deemed as a stale poor copy.

In addition the PL’s “I’m in” campaign targeting first-time voters, also based on the Obama campaign, was a resounding success.

From a social perspective the study remarked how the PL managed to take over the business hat from the PN through its emphasis on creating a new middle-class its pro-business approach.

The report also drew some interesting conclusions on the manner in which the respective leaders dealt with internal dissent or hard decisions.

It noted how soon after the 2008 election Dr Gonzi had irked previous ministers by informing them through SMS of his intention not to reappoint them.

In contrast soon after he was elected leader Dr Muscat made an apology in an attempt to heal the wounds of those who had suffered at the hands of Labour activists in the 1980s. Paradoxically he was doing this while at the same time trying to rehabilitate members of ‘old Labour’ like former ministers Joe Grima and Alex Sciberras Trigona, the study observed.

Later in December 2012 when Labour deputy leader Anġlu Farrugia was forced to resign abruptly following remarks on the judiciary, the PL leader still managed to turn the tide in his favour through the appointment of Louis Grech. While conveying the message that he could take hard decisions, the PL leader had managed to make his party more appealing to traditional PN middle-class voters who identified themselves much more with Dr Grech, the study said.

At the same time, unlike Dr Gonzi, the Labour leader had not burnt any bridges as had refrained from levelling any personal criticism towards his former deputy leader, who a few months later was appointed Speaker.

The study concludes that Labour’s next greatest challenge is to deliver on its inclusive promises. “But that must be the subject of another study,” the author remarks.

PL’s recipe for success

• Inclusive movement of progressives and moderates.

• Downplays boundaries and breaks down stereotypes – the colour game.

• Broke the stereotype of an inferior party.

• Developed a new image as party of positiveness.

• Offered emphatic ear to all and embraced people’s aspirations.

• Called for the contribution of young people.

• Championed the rights for LGBT, and reached out to the middle class and the business sector.

PN’s recipe for disaster

• Perceived as an arrogant oligarchy.

• Raised the demarcation lines and stereotypes of parties.

• Failed to listen even to members within.

• Did not engage civil society.