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OK, this is a rough draft, but I think I have some good ideas. Fellow DUers, I need your feedback.
My Sound Bite Can Kick Your Sound Bite's Ass: Why Republicans Stay Simple
The college I attend requires me to take a Development of Western Civilization class. It is comprised of four parts: philosophy, theology, history, and literature. Quite simply, it's like four classes crammed into one.
During a philosophy lecture, my professor was discussing Georg Hegel, and the concept of "dialectic"--point and counterpoint. As an example, he used President Bush's and Senator Kerry's positions on abortion. He listed Bush's, and then made a side comment: "If you heard Kerry answer this during the debate, you just cringed if you were a supporter."
Of course, this comment wasn't really pertinent to the discussion at hand, but it stuck with me. He proceeded to write Senator Kerry's position on the board--that he disagreed personally with it but couldn't force others to believe the same way. I wondered--what was so offensive about it?
Then it hit me. It has to do with the terminal "dumbing" of America.
What is the terminal "dumbing" of America? Well, it's been around for a long time, and it began to have a real impact during the Reagan era. It was a strategy, employed primarily by the GOP, to "simplify" their message to voters. The uninterested wanted sound bites, not explanations. They wanted pizzazz, not fluff, and that's exactly what Reagan and the Republicans gave them. Phrases like "Reagan Revolution" appealed to people, even if most didn't know what they meant. Of course, the "Reagan Revolution" soon came to mean ballooning deficits, strange defense programs such as "Star Wars", and a widening gap between the rich and poor, but people didn't seem to care. Why?
Because they had their sound bite.
George H.W. Bush followed in the same vein, with his "Read my lips: no new taxes" pledge. People loved it. What does the average voter hate more than going to work? Taxes. The GOP appealed to the base instincts of the working man, and it worked. Bush Sr. was elected. Of course, he broke that campaign promise, and was defeated by a certain governor from Arkansas in 1992.
Their efforts pale in comparison, however, to the work that Karl Rove and the Bush Jr. team have done.
To an outside observer, George W. Bush does not appear to be candidate timber for ANY office. He is uninterested, arrogant, and, from what I've observed, rather stupid. But he had one thing going for him--his mastery (or lack thereof) of the English language. His disdain for intellectualism is stunning; in fact, he seems to be something of the anti-Lincoln. Whereas Lincoln was a scrapper, having to work for his education and taking a genuine interest in politics and American affairs despite his disadvantages, George W. is a man who was given the best that education could offer: Andover, Yale, Harvard, etc. and he sneers at it whenever it is pointed out to him.
Karl Rove worked his magic, and suddenly Dubya was a good ol' boy, just slummin' with the folks down south. According to him, his favorite activities are "getting in the pickup truck with his dogs," "diggin' in the dirt for bugs," and other things that are usually associated with rural voters--an important part of the Bush voting bloc. Never mind that he had owned three oil companies and driven them into the ground, never mind that his father was CIA director/Vice President/President, never mind that he constantly made fun of "liberals" yet was educated from the heart of liberalism itself--New England. He was a good ol' boy to his supporters, and that is exactly how the Bush team wanted it.
But positive reinforcement of your own candidate is never enough, because if the people are as stupid as you want them to be, isn't there a chance your opponent might influence them? We have seen the tactics of this administration in both 2000 and 2004, and they were merciless in their thrashing of Al Gore and John Kerry. Vice President Gore, who many perceived to be just an overeager, hardworking Boy Scout, was turned into a liar, a cheat, and a stiff. Senator John Kerry, an accomplished Vietnam veteran who distinguished himself by winning three Purple Hearts and a Silver Star, then had the courage to come back and speak out against the war, was turned into a flip-flopping coward. His distinguished 20-year Senate record was used to beat him over the head again and again, and groups like the Swift Boat Veterans for Truth, despite the fact that their stories were disputed by people who actually served with Senator Kerry, despite the fact that it was revealed they had fundraising ties to the Bush campaign, and despite the fact that many of the people in the organization were discredited, were bought by these same voters.
All through Campaign 2004, I noticed a troubling trend. Most voters, when asked which candidate was the straighter talker, chose Mr. Bush over Mr. Kerry. Never mind that he had lied about the reasons to go to war, never mind that he had lied about the fact that our troops would be greeted as liberators, never mind the fact that he had told numerous lies about Saddam's weapons program--including the false claim that he had tried to procure uranium from Nigeria, which he used in his State of the Union 2003. He was the straight talker. Why? Because every issue, no matter how complicated, was reduced to black and white. And voters liked it. They wanted "straight-shootin'" Bush over the nuanced, complex Kerry.
The problem is, of course, that many issues are NOT black and white. Whatever the Bush team would have you believe, you can be against abortion personally, but also feel that you are unable to turn your beliefs into law. You can disagree with the Iraq War, but support the troops.
The Bush team played on voters' basic fears. For the religious right, pamphlets were distributed in Arkansas, West Virginia, and other bastions of fundamentalism that said John Kerry would ban the Bible if elected. Never mind that Kerry is a Catholic, people bought it, and they voted for George Bush. For the gun owners in the deep South, Bush and the NRA appealed to the Democrats' support for gun control and turned it into "Kerry will take away your guns if you vote for him!" Well, once again, base emotions took over. In fact, over 70% of Bush voters in Alabama said they voted for him because "Kerry would take our guns away." If it works...
How do Democrats counteract such maneuvering? If one looks at recent Republican campaigns, they all have one thing in common--the sound bite. They relied on the gullibility of voters to draw support from places that they wouldn't ordinarily get it from.
What are people voting for when they vote for the guy with the best sound bite? The majority of them are voting against their own economic interests. If you make less than 100K a year, you are hurting your family by voting Republican, because the middle class--the people making less than 100K--are the ones hurt most by Bush's tax cuts. Never mind that $400 or so he gave you at the beginning, cause where's it gone? That's right, back into the pockets of his rich friends. The bottom 60% of the country got less than 15% of the tax cut. He successfully fooled people into thinking they were getting free money. Doesn't everybody love free money?
The bottom line is that Republicans rely on two things: the success of the sound bite, and the stupidity of their voters. How do Democrats counteract the spread of gullibility?
A good strategy is to push the idea that Republicans believe their voters are stupid. I do know one thing--that the average voter HATES being called stupid. Easily influenced voters will believe that Republicans think they're stupid, and all Democrats have to do is provide them with the overwhelming evidence--such as the "Wolves" ad (I don't need to tell you what that is; you already know). Push the idea that Republicans believe their voters can't handle any more than the sound bite, and people will get angry. Democrats just have to sit back and watch the fireworks as rural voters realize they've been hoodwinked.
Of course, that's not where the work ends. We also have to provide an easy-to-swallow, viable alternative to the Republican way. Like James Carville said, the choice can't be between something and nothing--it must be between something and something better. It comes down to the question: Can our sound bite kick their sound bite's ass?
Arkana
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