has made use of considerable public relations tools, including new media forums such as Twitter and Facebook, offering both candidates more exposure in a large variety of different voter markets. This paper describes the key messages from both candidates, from Gillard’s focus on improving progressivism and touting feminist values as well as Abbott’s more conservative policies on health care, environmentalism, and immigration.
Both Gillard and Abbott have their own, unique perspectives on how best to move Australia forward should they be elected the new Prime Minister. Julia Gillard is often portrayed by Australian society and multiple media outlets as being far too dedicated to the interests of the Labor party, proposing upcoming policies centred around monetary needs over that of the tangible needs of the Australian people. This is interesting criticism considering the socialistic values traditionally found in those characterized as centre-left. Gillard’s top priorities as Prime Minister include first economic growth, the improvement of education, and building national pride and confidence in the 21st century (Kearney, 2010). In fact, said Gillard in a recent interview, “Keeping the economy strong so that people can get the benefits of work” was her main goal (Kearney, 2010, p.1).
Gillard has also been criticized significantly for her lack of religious conviction, this being a self-proclaimed atheist, which has created concern with the country’s Church leaders and faithful citizens with strong religious principles. Despite this criticism for her values related to religion, Gillard attempts to reinforce her stern respect for these institutions when stating, “My history has been to be a big supporter. In terms of the work that the Catholic church does, that other churches…do in our society, I am a big respecter” (theage.com.au, 2010, p.2). This is a public relations effort to reinforce her values about the value of diversity and religious faith