Battle over union power has just begun

What did Wisconsinites react to? First, while those who sided with the governor cited as primary reasons fiscal responsibility (32%) and disagreeing with the present benefits system (24%), those who sided with the unions and protestors by a large margin first and foremost (38%) opposed Gov. Walker himself. (“Protect collective bargaining for government worker unions” trailed at a mere 18%.) Walker’s approach was described by this cohort as “dictatorial” and “radical.” Indeed the entire issue has become intensely polarized and politically charged, which has worked to the advantage of the unions.

We tested whether three pro-Walker/anti-union ads that ran in Wisconsin reinforced this polarization. These ads focused more on personalities and political sides than on facts and issues. None of the clips were seen as particularly influential and drew mostly critical or dismissive comments, mainly because they included the controversial “players” in this unfolding drama. These ads may have appealed to donors and supporters, but in Wisconsin they added to the unfortunate effect of moving this from a right-wrong fight to a right-left fight.

Our research revealed that Wisconsin voters lacked important, basic facts about the current situation, such as the five-fold disparity in health care contributions between Wisconsin state employees and the national average. Even those respondents who supported Governor Walker wrongly believed that government worker benefits are lower than that of private union workers.

Wisconsin voters revealed basic misunderstandings on numerous issues, including how much government union members and taxpayers have been contributing to union pensions, what the fiscal situation in Wisconsin is, how collective bargaining is, or isn’t, done elsewhere, and how dues are collected and used. Building an understanding of these fundamental policy issues is key to building support for reform.

The current instinct in Republican and conservative circles is to use partisan, sledgehammer ads and talk to the converted. This is a limited strategy overall, but in an until-recently blue state like Wisconsin, it’s no way to win. There is still a chance to turn this debate around — the question is: Will Republican supporters be willing to use a new playbook?

Heather Richardson Higgins is president and CEO of Independent Women’s Voice.