How Bulgarians Caught up with Americans

Novinite Insider » EDITORIAL | October 9, 2006, Monday // 00:00
Bulgaria: How Bulgarians Caught up with Americans Photo by Yuliana Nikolova (Sofia Photo Agency)

By Milena Hristova

"When shall we catch up with the Americans, and even overtake them?," pensively sang in the early 90s Todor Kolev, a prominent comedy actor and emblematic figure of Bulgaria's transition to democracy. A decade later we can say we have overtaken them in something. Unfortunately and surprisingly, it is the rate of ignorance to political life and the presidency. In a survey after survey, 15% of adult Americans say they do not know the name of their president. Halfway through the pre-election campaign, 20% of Bulgarians are too slow to name the country's current president, not to mention remembering the names of his six rivals. Though all of them claim to be fit for office.

Fitness in the eyes of the voters will be decided on October 22 after a pre-election campaign that has by no means quickened the national pulse. As the series of what will clearly be inconclusive debates is starting and photo opportunities should be increasing, news wires devote surprisingly little time to the upcoming elections.

The politicians themselves are not clever at luring voters. What most of them will inevitably remember are the ads and radio spots that can easily go into the dumb, dumber ranking. And just as in retailing the strength of the message is not a panacea. It can no longer help the candidates stand out in what has become a saturated market with bored, though desperate clients.

For a strategy to have any hope of succeeding, presidential candidates need a unique selling point - be it popularity, outspokenness, audacity. Small wonder sentiments are shifting ultra-nationalist-ward...

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