Montana Senate Race Ads Lacking Local Issues, Experts Say
As Montana gears up for a pivotal U.S. Senate election, experts are highlighting a surprising trend in campaign advertising. Jim Messina, a veteran political consultant, noted during the MTFP’s Free Press Fest that the 49 ads analyzed reflect a troubling absence of local issues, focusing primarily on national themes like abortion and immigration. This stands in stark contrast to his experience working with the late Senator Max Baucus, who emphasized that all politics is local.
Messina, now CEO of the Messina Group, pointed out that more campaign money is being spent per voter in Montana than anywhere else in the country, yet local topics remain sidelined. He reminisced about days gone by when his team engaged Montanans through local events like “Baucus burger bonanzas” which fostered community connections without delving into divisive politics.
Joining him was Matt Rhoades, co-CEO of CGCN Group, who managed Mitt Romney’s 2012 presidential campaign. Rhoades suggested that the current political climate reflects deeper societal divisions rather than being caused by high-stakes political advertising. He noted that while campaigns mirror the polarization among voters, social media platforms have democratized the conversation, allowing voices that might otherwise go unheard.
Recent polling data corroborated their observations, revealing that immigration is the leading concern for Montana voters of all ages, with personal economic issues resonating strongly as well. Out of 1,064 respondents, 53% prioritized inflation, jobs, and Social Security as top concerns.
As candidates prepare to fight for votes in what could determine Senate majority control, the focus on national discourse over local engagement raises questions about the effectiveness of current campaign strategies and their resonance with voters’ genuine concerns.
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