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Dual-track

 

Disciplines > PoliticsPolitical messages > Dual-track

Description | Discussion | See also

 

Description

A dual-track communication approach in political campaigns involves a parallel system of positively promoting yourself whilst simultaneously attacking your opponents.

There are two styles of dual track: the first is to focus on policies and the other is to focus on personalities. A full dual track approach focuses on both policy and personality of both you and your opponents.

Discussion

The advantage of a dual-track approach is that you can get the dual advantage of appearing positive whilst making your opponent look bad, although this of course must be done carefully lest you appear two-faced and duplicitous.

A dual-track approach done well harmonizes the promotion and attack messages, for example if you are promoting law and order, then show your opponent as being weak in this area (and possibly having flouted the law in the past).

See also

Undermine their position, Attack the person

Argument

 

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