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The message and the language, or milk, cocoa, hazelnuts and sugar

“Milk, cocoa, hazelnuts and sugar”, was it necessary to say more? If the mothers wanted to give their children milk with cocoa plus a little hazelnuts and sugar, they had only to ask for Nocilla. A perfect message. (They had to withdraw it because that product was missing some of these ingredients). A lesson for politicians who do not know how to articulate clear, direct, understandable and simple messages. But be careful, don’t confuse a message with a slogan (“The spark of life” is a slogan, not a message, because it didn’t mean anything but it looked good, in any case it would have been a good message for a drug dealer ).

Emmanuel Macron is a cultivated politician, affiliated with the elite of French Freemasonry, who likes to distance himself from the plebs, because he believes like Stalin that “we must admire the people, but fear the multitudes”, a man who does not know how to get down to the street and understand it, because he thinks that it is the street that has to catch up with him, and he likes high politics without knowing -as Fraga snapped at Suárez- what the price of chickpeas is. And so it has been for Macron, with Marine Le Pen, a politician seasoned in populism, endangering the stability not only of France, but also of Europe.

Macron has lacked the support of the popular classes -employees, workers and small businessmen- and he has won this week’s elections because he has been supported by retirees and company leaders and cadres. Analysts have gone around a hundred times to explain these elections, forgetting what in my opinion has been crucial: that Macron has not known, and does not know, to say things like “milk, cocoa, hazelnuts and sugar”. In other words, he has not handled a language like the one our current societies need, which is emotional language, and he has not been able to articulate an exciting message for the future. De Gaulle and even Sarkozy did know how to do it. I remember in the 1960s seeing De Gaulle on television saying that “mothers, I guarantee you a promising future for your children.” All the mothers voted for him and he won that referendum. This speech by de Gaulle was sold in record form and outsold Aznavour.

Slogans don’t work. The ideas, the commitment, the action and the emotion, yes. They are the engines of society. Everything, in an idea, in a wonderful pill that wins wills

How a message is articulated: with an idea. Yes, a single idea that summarizes everything that is meant, that is understood, that generates a positive reaction, that convinces, that is in tune with what the country needs and shows that it empathizes with the country. That’s a message. And then justify this message with arguments, data and enthusiasm. Because enthusiasm, says a Chinese proverb, is more contagious than the flu. That is what Macron, and so many of our politicians, do not know or do not want to articulate, much less in convincing language. That “Spain is doing well” is useless when there are four million unemployed, not to mention “green shoots” that nobody saw them anywhere. Not even that of “the change” that gave Felipe González the victory and that, four years later, when the country confirmed that there were no changes, he dared to say that there would be “the change of the change”, which did not come either. Slogans don’t work. The ideas, the commitment, the action and the emotion, yes. They are the engines of society. Everything, in an idea, in a wonderful pill that wins wills.

The messages against the opponent are not useful either, the denial of the rival, which is nothing more than the expression that they have no ideas for the future. Because at the end of the day what it is about is having a clear future. Alejo Carpentier wrote that “every future is fabulous”, because it is a promise of improvement. And to paint it the color of the negation of the opposite is to deny one’s own future. If the future is fabulous, why don’t politicians think about it and get it? Sometimes, it seems that they have bad advisers or, what is worse, that they are discouragingly short-term.

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