'Working Families' and the 'Opportunity Society': Political Rhetoric in the 2007 Australian Federal Election Campaign

Media and political commentators argued that both Prime Minister John Howard and Opposition Leader Kevin Rudd took a 'small target' approach in the 2007 federal election rather than address longterm issues or outline a broad vision for Australia's future. This article undertakes a comparative analysis of the spoken language of these two political leaders during the formal campaign. It argues that, despite the apparent focus on short-term or 'small target' issues, Australia's political leaders invoked broader themes of national identity and belonging both implicitly and explicitly in their campaign communications. Presenting alternative images of 'working families' and the 'opportunity society', each invited voters to see themselves reflected in his party's version of 'Australianness' - and to vote accordingly.