Editorial: Voters need more than soundbites

Too often, general election campaigns descend into political ping pong, with claims and counterclaims being batted back and forth with an ever-increasing extravagance.

Too often, the news media are accused of contributing to the fury and ignoring the substance of policies; of failing to take voters beyond the two dimensions of television-inspired "presidential" leadership races and self-propelling opinion polls.

The media's failings are often cited by academics with the time and space in the three years between polling days to over-analyse the hourly, daily snapshots of a political campaign. While the criticisms are over-stated, they are not invalid.

It is true that the broadcast media, in particular, has reshaped the way political parties set out to sell their messages and that television demands an image, a soundbite and a mini-controversy a day from the various contenders. The way in which television covers a campaign has, perversely, become politicians' primary focus as much as campaigning proper.

There has been a corresponding diminution in the depth and detail of debate put forward by politicians and a trend towards form over substance in the reporting of the country's biggest collective decision.

The Herald, as the country's leading newspaper, has gone a long way in the past to counter the Politics Lite approach of the party campaign strategists. This paper has attempted to highlight detailed policies of the range of MMP parties and to challenge and analyse their claims.

This time, we intend to go further. Our Informed Choice project, which began on Saturday with an analysis of the Government's performance and its chances of winning a third term, will aim to provide voters the information they need to understand their options on election day.

At its core, this will mean even more extensive reporting and analysis of the major issues, a commitment to cut through the "ping pong" and tell readers who and what is closest to the truth and to publish more of what policies and politicians say rather than the circumstances in which they say it or the anticipated reaction, controversy or personality clashes arising.

One feature of Informed Choice will be an ongoing campaign to encourage eligible voters to, literally, make their mark. In 2002, the voter turnout fell to close to 75 per cent, well below the 85 to 90 per cent levels expected not too long ago.

There is, always, a danger that people who feel shortchanged by the politicians and/or the news media over the fullness or truthfulness of political debate may turn away altogether. While this campaign shapes as one in which both major parties will have a real opportunity to lead a coalition after polling day, inspiring voters loyal to either party to cast their ballots, it is important for the country that the fourth estate plays its part.

Members of the public need accessible, reliable analysis of how political parties' promises might change their lives; of the likely compromises which possible coalition partners would need to make, and how that could help or hinder the voters' aspirations in areas such as health, education, income tax, economic development, population and migration and social cohesion.

Newspapers provide the best opportunity for in-depth analysis of these big questions. While the Herald will, for certain, continue to cover the breaking news on the election trail, we intend to examine rigorously the issues, policies and character of those aspiring to lead the nation regardless of the sound-bite diversions and mini-controversies which will undoubtedly come up in the next 10 weeks. It is a challenging task, but vital.