Politicians are often criticized for being out of touch. It's time for the labor movement to be honest with itself: Our movement is guilty of losing touch with the people who make up its ranks.
One of the most visible examples of this is the AFL-CIO's political operation, whose failure to help elect labor-supported candidates was its most conspicuous achievement
in recent elections.
The AFL-CIO spends virtually all of its political effort on turnout of union members at the polls and disseminating messages that make economic arguments for or against
candidates. Its voter turnout strategy is predicated on the belief that if the labor movement simply turns out its members, labor-endorsed candidates will win. That theory is flawed. First, there quite simply aren't enough union members and union families to win national elections. Second, about 35 percent of union members support opposing
candidates.
To be successful, we in the labor movement must broaden our appeal beyond our traditional base of union members. But to expand our base, we must change the theme and delivery of our message.
The Federation's usual vehicle for its political message is a mailer or leaflet with a picture of a worker, a quote, and some text about how a particular candidate has a record that puts them on the side of working families -- or on the side of big corporations.
It's a message of code words, targeted at the progressives in labor's ranks, to the exclusion of the moderate or even conservative-leaning members of unions. This message will not help expand our base. Our message must be changed to recognize that voters' personal lives usually mean more to them than their jobs.
Our message must embrace the incredible amount of time our members spend being fathers and mothers, sons and daughters, people of faith, protectors of their families, and patriots of their country. The message must rise above simple economic arguments and reach down to the guts of voters with a message that connects on an emotional level.
Security fears in the post-9/11 environment will be prominent in the mindset of Americans for years to come. Our message must make the case that we stand for a strong national defense, securing our homeland, and protecting our citizens and families.
We must frame issues to tie health care and retirement security to protecting the family and strengthening our nation's moral fiber. We must clearly say that a major part of faith and religious teaching is to work to improve the lives of the neediest in our country.
The results of the 2002 and 2004 elections speak for themselves. In the minds of voters,
economic and labor issues could not overcome security, a strong national defense, and the belief in values-based decision-making by our leaders. Our movement needs to get back in touch before the next election is upon us.
