Message Strategy
This page is part of an undergraduate assignment for Davidson College
Mel Martinez created a strong message strategy through his personal background and alignment with President Bush which allowed him issue ownership of core issues. Unifying his personal immigration status with President Bush’s stance on homeland security, the marriage amendment, and education, created a cohesive message to oppose Castor.
The American Dream:
Martinez’s immigrant status favored him as being “better able to ‘handle’ [immigration] than his opponent” (Petrocik). He strategically developed this personal issue into policy issues towards immigrants and working class, stating that “the hard work and contributions of . . . immigrants are an important part of . . . America’s history” (melforsenate). Combining the personal and policy issue, he stated in his victory speech, “ I have come to know firsthand the greatness of America . . . I believe in the promise of America. . . if you share the American dream of freedom and opportunity . . . all things are possible." Personalizing the issues of immigrants and working class through his own experience gave Martinez a clear advantage over Castor. Strategically, this message likely appealed to more than 2 million foreign-born residents in Florida.
Homeland Security:
Martinez continued on the immigration theme with regard to homeland security when he emphasized how “immigration policy . . . must first and foremost ensure the security of our great nation and its citizens." This followed Bush’s message of homeland security and the war on terrorism, and shed unfavorable light on Castor’s involvement with USF professor, Sami Al-Arian and her stance on foreign policy. This allowed an advantage for Martinez because he tied the personal issue of immigration to the party issue of terrorism and contrasted his message with Castor’s message. This strategy is good for its use of negative and comparable campaigning against Castor and combination of personal and policy issue. He avoided conflict by encouraging immigrant support but putting the emphasis on homeland security within the same issue.
Family Values:
Martinez supported the Federal Marriage Amendment as a family value and connected this stance with his foreign policy message in stating that “we must protect our values, which have come under attack both at home and abroad." In mentioning both threats, Martinez hilighted the similarities between his concerns with homeland security and with protecting American families. He then tied in his stance on education reform as another aspect of promoting family values. Each issue aligned with President Bush’s messages: Bush’s website stated that “education is the key to opportunity and America’s best tool in an increasingly competitive global economy” and that “strong families are the foundation of a healthy society." This allowed a strategic advantage over Castor who could not create a cohesive message from differing issues.
Created by Meredith Lorenz
Updated: 11/15/2004.
Political Science 318: Strategy and Ethics in Election Campaigns