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Author: Massimo Bergamini

CITIES REPORT LIFTS CURTAIN ON BROKEN FEDERAL SYSTEM

CITIES REPORT LIFTS CURTAIN ON BROKEN FEDERAL SYSTEM

“Toto, I’ve a feeling we’re not in Kansas anymore”

Dorothy in the Wizard of Oz

Federal politicians attending the meeting of the Federation of Canadian Municipalities (FCM) in Vancouver last weekend might be forgiven for feeling a little like Dorothy in the Wizard of Oz.

For years the FCM conference had been the place where prime ministers and wannabe prime ministers came to lavish mayors and their cities, towns and villages with promises of federal programs and dollars.

It was also the place for the heaping of praise and gratitude on federal politicians for delivering on said promises.

On rare occasions, like Paul Martin’s 2002 New Deal speech, some of them spoke of fixing a broken system that was keeping Canadian cities at the back of the global pack. But the expectation seemed to be that the really good applause line would always be about the money.

Political handlers and speechwriters in Ottawa must have been scrambling when they received advance copies last week of an FCM report that emphatically states that it’s really not about the money.

In fact, the FCM report, titled The State of Canada’s Cities and Communities 2013, suggests that Ottawa’s chequebook fixation is really what’s wrong with the system.

The report says that until the federal government owns up to this and starts measuring success not by how many dollars it spends but by how many problems it fixes, Canada’s cities—and by extension the country–will continue to struggle.

Coming from an organization and a sector that over the last decade has arguably been the most successful in advocating for more federal spending this can seem a little odd if not downright ungrateful.

It’s actually gutsy, smart and important.  Let’s look at why.

It’s important because FCM’s report forces us to look behind the curtain and take the full measure of the Great Oz that is how Ottawa decides.

While the report pulls its punches somewhat and avoids detailed critiques of federal programs aimed at cities, it does paint a picture of a system built around short-term considerations and lubricated by political expediency.

And this should matter to all Canadians, particularly those who care how their tax dollars are spent.

It’s also smart.

FCM is careful—and rightly so–not to point fingers at any one government or political party.

At the root of the problem is not pandemic venality but a 21st century political relationship governed by a 19th century Constitution.

Under our Constitution, the federal government has no direct role vis-à-vis local governments, but this has not kept it from using its spending power to intervene in municipal affairs, particularly in the area of infrastructure funding.

It’s not surprising. After all investing in roads, bridges, wastewater systems and even bocce courts gives even the most fiscally conservative MP something tangible to write about in their householder.

It’s great to talk about trade deals and fighter jets and tough on crime policies, but when you want to explain to your constituents what it is exactly you do for them, it’s nice to be able to point to something with three dimensions from time to time.

Let’s not kid ourselves, therein lies the political appeal of the federal-municipal relationship.

But while the announcement of a 10-year funding program in the last federal budget will keep MPs well stocked with ribbons to cut and signs to post for at least two election cycles, it would put FCM’s advocacy caravan on blocks for a decade. Unless, that is, FCM opened another front in the federal-municipal relationship—which its report does.

But most of all, the report is gutsy.

It would have been easy for FCM to sugar coat its analysis to spare federal sensitivities. There will no doubt be some gnashing of teeth in more than a few federal offices,  but the gentler, kinder version federal officials would have preferred would  also have missed the mark.

The report names the problem: An outdated system that gives governments cover for short-term, politically motivated policies and inaction in the face of growing cross-jurisdictional policy challenges

Worse, the report says the current system helps create the illusion of action through the proliferation of boutique federal programs that provide visibility but little in the form of accountability.

So what’s the answer?

Rightly, FCM rejects any talk of opening up the constitution. It tried that in the early 90’s and it was a dead end.

Instead, it calls for a clear federal policy and accountability framework to govern federal programs in this area.

In practical terms, it would mean that federal policies would come with a clear expression of the federal interest, measurable outcomes and an incentive to design programs that actually do what they’re supposed to do.

It sounds simple, but achieving it won’t be.

Judging by the speeches delivered by federal politicians at the FCM conference,  most will continue to follow the Yellow Brick Road.

 

ELECTIONS 2.0, SAYING GOODBYE TO PLEASANTVILLE

ELECTIONS 2.0, SAYING GOODBYE TO PLEASANTVILLE

Recently, a number of Quebec commentators mused about the extensive use of social media before and during the current Quebec election campaign with several calling it the province’s first election 2.0. In an op ed in yesterday’s L’actualité Chantal Hebert waded into the discussion with a thoughtful piece on the true value of social media in election campaigns, arguing that online discussions tend to be far removed from voters’ mainstreet concerns.

Hebert says that while there are good tactical reasons for using social media in election campaigns, it would be a mistake to assume that the conversations populating the various online platforms are the ones that resonate with ordinary voters.

The key problem is that  (in Quebec and in Canada) political parties have yet to embrace the social paradigm that actually drives engagement and digital sharing.  We can see it in the content that they generate. Complex issues are dumbed down to a few simple talking points. Individuals and personalities become (in some cases, literally) black and white cardboard cutouts.

This content is based on what Andrew Coyne calls “the totalitarian assumptions that inform most advertising, and its close cousin, politics” He adds, “in the world inhabited by this brand or that party, nothing bad ever happens, nothing ever goes wrong, no one ever is unhappy”.

It’s what I call the Pleasantville school of advertising. Pleasantville was the 1998 indie film where two teenagers are transported into the black and white world of a 50s sitcom.  And it’s a view of the world that still dominates Canadian politics.

A good example can be seen in negative ads (its not a coincidence that these are often in black and white). Once the exception, these have now become the staple of election campaigns.  More interesting though, is their use between elections where political parties traditionally do not engage in large media buys and rely on earned and social media.

A quick look at the YouTube channel of both the NDP and CPC shows that neither of their most recent negative ads went viral.  The NDP ad generated some 68,000 hits while the CPC anti-Mulcair ad generated a little over 30,000 views. And a large number of those were views not from social platforms, but from the online pages of mainstream media outlets.  Hardly game changing stuff.

This traditional advertising and political marketing paradigm is well-suited to large traditional media buys as ways to frame consumer perceptions, but not social engagement.  It works when you can buy eyeballs and multiple views. It fails miserably when your audience is your medium.

Why?

Because effective digital engagement requires content that is sharable. That means content that members of diverse online communities will feel comfortable sharing among their peers. It means content that is real.  Anything else misses the point.

Let’s look at one politician who got it.  We don’t have to go far, right here in Canada, Calgary’s Naheed Nenshi went from long shot to mayor, largely thanks to smart, funny and personal social-media engagement.

Three things distinguished his use of social media from that of our federal parties in the last  election: content, tone and genuine engagement. Mr. Nenshi was able to use social media to engage with a growing audience because, from day one, his message was positive, fresh and, most important, sharable. His commitment to dialogue built political capital and most importantly, trust. And while municipal elections don’t have the partisan trapping of their federal or provincial cousins, Nemshi succeeded by avoiding shrill personal attacks and focusing instead on positive and optimistic messaging. Ultimately, his approach translated into boots on the ground, contributions to the campaign and votes.

In the last federal election, social media was used largely as a one-way bulletin board and echo chamber for partisan talking points and videos. Absent, for the most part, was any genuine engagement or content with broad non-partisan appeal.

Unfortunately, what we see in Quebec and in the rest-of-Canada today suggests that parties will continue to use social media as a tactical tool to energize their base, raise funds and generate traditional media coverage. And so doing they will fail to capitalize on its true transformative potential: Its capacity to amplify messages a million-fold and to mobilize thousands.

But capitalizing on that potential would require acknowledging the world is not black and white and the bad guys can sometimes be good guys. It would mean saying goodbye to Pleasantville.