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Why scare campaigns like 'Mediscare' work – even if voters hate them

Author: Nicholas Reece, Principal Fellow - Melbourne School of Government | School of Social and Political Sciences, University of Melbourne
imageLabor's 'Mediscare' campaign played to an existing belief about the Coalition's health policies.AAP/Mick Tsikas

As the 2016 election campaign ground into its final days, Prime Minister Malcolm Turnbull appeared on the evening news bulletins. “Medicare will never, ever, ever be privatised,” he declared. At Labor campaign headquarters a...

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