Image and Substance
there’s a certain voter demographic that mistakes image for substance and is afraid of the unknown, and I need to acquire a wardrobe that triggers associations of probity, of respect and deliberation. (342)
It’s been a long time since policy has been more important in elections than image, and education of the electorate is seen as a polling disadvantage (qv the Howard Government’s multi-million dollar Work Choices campaign that left 60% of the electorate unaware of the details of the legislation).
But I suppose it’s more of a problem if your platform is one of building an emergency starship to escape the solar system…