Before going further, let’s set the tone. This is not written to anger or inflame. It does not equate very different ideologies. It aims to understand political tactics, how they work, why they succeed, and why they appear again and again in history.
History shows that persuasive political strategies can mobilise large groups. But what works is not always what helps. Tactics that build momentum, loyalty, and attention do not always lead to better outcomes. When we understand how these methods work, we can judge political messages more clearly, no matter where they sit on the spectrum.
At first glance, comparing Pauline Hanson’s One Nation and Socialist Alliance seems odd. They sit on opposite ends of politics. One is nationalist and conservative. The other is socialist and progressive. Their policies and worldviews differ sharply.
But if we step back from what they believe and look at how they operate, some similarities appear.
This is not about equating ideologies. It is about political mechanics: the tools used to mobilise supporters, shape narratives, and gain attention.
Why This Messaging Resonates
To understand why these tactics work, we must look at the audience.
People who feel financially squeezed, culturally ignored, or politically sidelined often seek clarity and validation. When institutions seem distant and major parties feel out of touch, frustration grows.
Messages that highlight problems, blame a group for those problems, offer belonging, and promise to challenge power can be powerful.
Many people feel empowered when told, “The system is broken, and I will fix it.” Being told “we are fighting for people like you” builds connection. That emotional pull should not be underestimated.
This does not always mean supporters are irrational or malicious. It reflects a human need for agency, dignity, and recognition. When people feel unheard, movements that speak in direct, emotional terms can fill the gap, whatever their ideology.
1. Populist Messaging: “Us vs the Elites”
Both parties present themselves as spearheads of “ordinary people” against powerful institutions and perceived common enemies.
- One Nation says it speaks for everyday Australians against political elites, bureaucrats and the media.
- Socialist Alliance says it represents workers and marginalised groups against corporations and political elites.
The targets differ. The message structure does not. Both frame themselves as outsiders fighting a corrupt or out-of-touch system. This builds loyalty and a sense of shared struggle.
2. Identity as a Political Lens
Identity is central to how they mobilise support.
- One Nation stresses national or cultural identity.
- Socialist Alliance focuses on class identity, workers versus capital, and other identities linked to inequality.
In both cases, policy debates are filtered through identity. Complex issues become stories about “us” and “them.” These stories are simple, emotional, and easy to share.
3. Emotional Framing Over Technical Detail
Modern politics rewards emotion more than nuance.
Both groups often:
- Use fear, anger, or moral outrage to energise supporters.
- Turn complex issues into short slogans.
- Repeat key phrases to strengthen their message.
Policy overview’s still exists. But in public messaging, emotion usually comes first. Detail comes later or not at all.
4. Simplification and Repetition
- Political messaging relies on clarity and repetition.
- Complex debates are reduced to short, repeatable lines.
- Over time, repetition makes these ideas familiar and accepted.
This approach is common in modern politics. It is especially visible in outsider or populist campaigns.
5. The Outsider vs Institution Narrative
Both parties often portray institutions as biased or broken.
- One Nation criticises mainstream media, the government bureaucracy, elites and groups they perceive as the enemy.
- Socialist Alliance criticises capitalism, major political parties and partners with those who see Australia as captured by colonisers and the privileged whites.
This framing builds unity within the group. If institutions are seen as corrupt, then criticism from them can be dismissed. Supporters may view that criticism as proof the movement is challenging the system.
6. Media and Social Media Strategy
Provocation can be deliberate.
- Controversial comments create headlines.
- Headlines create attention.
- Attention builds recognition.
In a crowded media space, visibility matters. Sharp, emotional messages often spread further than detailed policy explanations.
The Key Distinction
The goals of One Nation and Socialist Alliance are very different. Their policies and ideologies are not the same.
What overlaps is the method:
- Provoke emotion.
- Simplify the message.
- Polarise the debate.
- Present as outsiders.
- Question established institutions.
- Use media attention, even controversy, to gain ground.
Understanding this does not require agreement. It requires recognising how influence works.
Why This Matters
If we focus only on ideology, we may miss wider patterns in politics. Looking at tactics helps us spot emotional appeals. It helps us separate messaging from policy. It helps us think more critically about political narratives.
Ideology shapes the destination. Tactics shape the journey.
Awareness is not about taking sides. It is about strengthening democratic literacy.
Powerful strategies are not always constructive.
