Conclusion: Japan’s Bait-and-Switch Election 2014

Abstract

Abe’s political brilliance won a smashing 2014 victory for an unpopular party with unpopular policies. Abe won because he succeeded in defining the alternatives — framing the election as a referendum on Abenomics, pursuing a consistent communications strategy, blurring policy differences on other issues — and timing the election brilliantly. The focus on Abenomics in the election has not prevented Abe from claiming a mandate on a broad range of policies, many of which are not popular with voters, and pursuing a bold, proactive agenda. This leads us to provide the election with its sobriquet, Japan’s “bait-and-switch” election. This is not the first time a politician earning ambiguous support at the polls has enacted a sweeping agenda (we have in mind Margaret Thatcher in 1983, but readers may think of others). Despite their apathy in the campaign, Japanese voters might find that they have re-elected a prime minister who will transform their country.