Home-Style Tactics for Politicians
Methods and Strategies for Developing a Political Career
According to political analyst Richard Fenno in 1977, members of Congress have three basic goals in mind: reelection, power in Congress, and good public policy. In order to accomplish these goals, politicians work during the off-Congressional season to develop unique home-style and a hill-style characteristics. For more on elections and campaigning, see Convention Politics and Beyond: Nailing the Political Nomination.
The Three Basic Goals of Politicians
Fenno argues that members of Congress must adopt a home-style in order to secure the trust of their constituents and secure their first goal of reelection.
In order to lock in the second goal of increased power in Congress, members must adopt a hill-style that asserts their growing influence through selective committee assignments, strategic announcement and sponsorship of bills, and use of congressional procedure to obtain influence.
The third goal, good public policy, may be used as a means to both the first and second goal. Through good public policy, members may claim credit and gain the trust of their constituents (goal one).
Developing a Home-Style through Personal Interactions and Issue Development
In order to succeed in a politician’s first goal, reelection, they must gain the trust of their constituents. Fenno describes home-style as a way of presenting politicians to their districts so that constituents believe the politician is a) “one of them” and b) has the people’s interests in mind. Fenno proposes two methods of developing a home-style approach: person-to-person and issue-oriented. The primary difference in these two styles is the order of contact and issue development.
In the person-to-person style, politicians may actively seek out prominent individuals in neighborhoods, towns, and cities in order to gauge public needs and concerns. This may be done through neighborhood walk-a-bouts and in-person campaigning. By promoting friendly exchanges, the politician hopes to create a positive image in the public eye. From these interactions, politicians will then development their predominant issues.
In the issue-oriented style, politicians will settle on several key issues and attempt to convince their constituents that their issues are the most important. Issue-oriented politicians draw a foundation of supporters from the issues they present instead of developing issues after personal interactions.
Regardless of the way in which a politician develops their issue base, enacting good policies ensures an expansion of the voter support system and a high likelihood of reelection.
Phases of a Political Career
Fenno posits that there are two distinct phases that a Member of Congress passes through: expansionist and protectionist. A home-style must be developed early in the expansionist phase if a politician wishes to succeed in reelection. In the protectionist phase, politicians will rely on their work in the expansionist phase to beat challengers to their position.
During the expansionist phase, politicians are eager to expand their political reach and improve their public image and trust. This process will require the politician to remain in close contact with their constituents. Fenno note that constituency feedback is necessary in the development of an individual’s home-style because it builds trust and confidence.
Constituent trust and approval is crucial to a politicians’ protectionist phase. The protectionist phase refers to the period of time where an established politician faces younger challengers. Politicians will rely on their connections with their constituents to maintain high favorability ratings during election years. Because a challenger has not had time to develop a home-style, the incumbent politician has the upper hand when it comes to reaching potential voters. For more on selling the candidate to the public, see Political Advertising: The Appeal of Television and Web Campaigning.
The development of a political home-style is a life-long process for a politician and a crucial tool in winning the seemingly endless parade of election campaigns necessary to sustain their career. Through the person-to-person approach and issue-orientated style politicians can begin creating a positive public image.
July 4th
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