Three months before the 2008 Presidential election, we know the parameters of the contest. McCain's fear campaign will be relentlessly negative. Both sides will spend obscene amounts of money. Roughly half the states will be in play. And, the frames will be simple: age, continuity, and scope of vision.
In politic speak framing means "constructing a schema of interpretation." So, for example, we know that at 72 John McCain is old compared to Barack Obama. Old age can either be interpreted as a liability – decrepit, inflexible, out-of-touch – or an asset – mature, experienced, ready to lead. Similarly, when compared to McCain, 47-year-old Barack Obama is young, which can either be a liability – immature, inexperienced, wet-behind-the-ears -- or an asset – not part of the Washington establishment, energetic, thinks outside the box.
McCain's strategy is to make the election hinge upon age and claim Obama is not ready to become President. Rather than tout his own bona fides, McCain chose to go negative. He contends the Illinois Senator is immature because he's a flip-flopper, lacks substance, and is a manufactured celebrity – like Paris Hilton. The Arizona Senator's ads describe him as experienced, resolute, a known commodity, while Obama is portrayed as inexperienced, erratic, and unknown. At it's starkest, the comparison is between McCain pictured as a strong, solid, man and Obama depicted as a weak, inconsistent, boy. A tactic that subliminally plays to racism.
McCain's negative ads have reduced Obama's lead and made the race perilously close in swing states. Nonetheless, the Illinois Senator's relatively young age can be framed as a positive, serve as a stark contrast to "politics as usual" and a symbol that he represents all Americans not just the rich and powerful. Obama should continue to tie McCain to George Bush and the Washington establishment: argue McCain has the wrong kind of experience and has consistently shown bad judgment. However, Obama has to be careful not to personally criticize McCain, as this would reduce Obama's appeal as a different sort of politician and it would feed racism with images of a young black man berating an older white. Rather than age, Obama must emphasize character.
Someone close to Obama, preferably his choice for Vice President, needs to go after McCain's character and depict his age as a liability. These attacks should point out the obvious: McCain deserves the label flip-flopper far more than Obama, as the Arizona Senator has changed his position many more times. McCain should be called on his both his distortions of Obama's positions, "whoppers," and his vapid positions on major issues, "deceptions." Thematically, these charges can tie to a simple frame: McCain represents the old politics.
Republicans will continue to circulate false charges against Obama, such as his being a Muslim. Democrats need to counter with their own attack ads: McCain is unstable; he has a terrible temper and is an untreated victim of post-traumatic-stress-disorder. McCain, who married into millions, can be depicted as elite and out-of-touch: he doesn't understand that regulating tire pressure improves fuel efficiency because he's always transported in limousines. Finally, McCain's bona fides as a Christian can be questioned. He's an unstable deceiver.
Although the main 2008 frame will be age, two others will be used: continuity and scope. At a subliminal level, McCain is running with the Bush ideology. While the bulk of his advertisements have been negative, the few positive ads have emphasized neo-conservative themes: stronger military, weaker government, lower taxes, and reduced entitlements. McCain's position on Iraq, and on foreign policy in general, is to let the military decide what's best. His answer to the budget deficit is to cut governmental services, under the pretense of reducing waste. His response to rising gasoline prices is to eliminate the gas tax and his response to the recession is to reduce corporate taxes.
The Obama campaign can use McCain's meager policy offerings as evidence that he represents failed Bush policies and that he's tired: a 72-year-old geezer, lacking the energy to respond creatively to America's challenges.
The final political frame is scope: short-term focus versus long-term vision. Like most conservatives, McCain's perspective is inherently tactical. His position on Iraq is governed solely by security gains attributable to the surge; he shows no consciousness of the continuing political morass. In contrast, Obama looks at the total picture and asks what's in America's overall security interests. Looking at rising gasoline prices, McCain sees only the near term – drill everywhere and suspend the gasoline tax; Obama thinks strategically – we have to reduce our oil dependency and this can help alleviate our financial woes, reduce global warming, and improve America's competitiveness.
The fact that John McCain has decided to run a negative fear campaign doesn't mean that Barack Obama has to stoop to the same level. But it does suggest the Illinois Senator has to recognize the frames McCain is using and bend them to his own purposes. Over and over Obama has to sate the obvious: McCain represents the old failed politics of George Bush; while Obama stands for meaningful change -- he's not a good old boy.
Bob Burnett is a Berkeley writer and Quaker actvist. He is particularly interested in progressive morality and writes frequently on the ethical aspects of political and social issues.
The views expressed in this article are the sole responsibility of the author and do not necessarily reflect those of this website or its editors.
The fear campaign approach can work, but the public tends to get tired of it if carried out over a very long time, and the charges don't have much substance to them. So McCain probably made a tactical mistake in going to a full fledged fear campaign so early. In what looks like it should be a landslide Democratic year, McCain is holding even or even ahead in many polls now. But he may have peaked already. I don't think this kind of campaign will have staying power.
If Obama got in it to the same extent as McCain, it might work, but I think he's too smart to get caught in that trap. However Obama is noticeably touchy, and it remains to be seen whether he will remain in good control throughout the campaign or whether McCain's goading will finally cause him to snap. As an African-American with a theme of hope, he can't get away with the kind of tactics McCain is using.
by
Bill Samuel (5 articles, 0 quicklinks, 0 diaries, 445 comments [14 recommended, 0 rejected]) on Thursday, Aug 7, 2008 at 10:41:35 AM
This comment has been flagged by an editor
Reason: (Slanderous) Reflagged: Ordinarily, we hide or delete comments that are directly or veiledly bigoted. But this is such a stupid, transparent version of the virally forwarded "obama is a muslim" right wing message, it is funny. So we'll leave it to show just who this commenter really is.
Comment 2: It IS truly blanant slander,. maybe even racism. To show it would lead some to question OEN's editorial philosophy. OEN does not knowingly promote racism or libel. The commentor may be an idiot, or just has OD'd on Fox Noise. But, I doubt we'll do much by publishing libel.
Obscene amounts of money? Where is it coming from? How can so many Americans give so much money to Obama during such a time of hardship in America? Oh, wait a second. My sources have pointed out that Obama’s campaign money (the majority internet contributions) is coming from overseas interests channeled through Middle Eastern Banks. Could it be that Obama is the Middle Eastern candidate for president? Everyone knows that the presidency is purchased. I even think back to Obama’s campaign strategy. Obama is a lawyer and knows how to try to flip an issue.He is black so he tried in his speeches to turn the other candidate into a bigots based on his race. (He did this to Clinton and now to McCain) No other candidate brought up his race but he is black.He said people are going to say you can’t trust him, he has a funny name you can’t trust him. (hinting that he has roots in the Middle East and could possibly be sympathetic to terrorist countries) No other candidate has brought this up. Not Clinton or McCain or any other candidate. IS OBAMA A TERRORIST SUPPORTED CANDIDATE?
by
Gallaher (2 articles, 0 quicklinks, 4 diaries, 990 comments [34 recommended, 1 rejected]) on Thursday, Aug 7, 2008 at 12:19:06 PM
No, actually that candidate would be John McCain. He is now returning money gathered for him in the Middle East by a relative of King Abdullah II of Jordan. Lots of money. That Jordanian relative of King Abdullah also happens to be a defense contractor, which is a double no-no, as candidates are prohibited from accepting donations from defense contractors.
This only came out through investigative reporting, as the McCain campaign obviously didn't care that they had accepted half a million dollars from a defense contractor, some of which was foreign money from the Middle East raised by a Jordanian national.
The story about Obama's money coming from the Middle East is an internet lie put out by right-wing idiots, with no basis in fact.
That is par for the course - claim the opponent is doing exactly what the candidate on the right is actually doing.
"McCain is returning $50,000 in donations raised by a defense contractor who has amassed $500,000 for his campaign. The campaign has been stung by news accounts raising questions about donations solicited by a Jordanian native related to King Abdullah II of Jordan."
by
JC Garrett (40 articles, 65 quicklinks, 7 diaries, 604 comments [10 recommended, 0 rejected]) on Friday, Aug 8, 2008 at 11:01:13 PM
This illustrates why it is useful to leave some comments up instead of deleting them, even when they may be offensive.
I firmly believe that in most cases it is best to refute accusations and misinformation than to remove them.
Posts that call names and represent ad hominem attacks are one thing. Posts like these are different, and we are more than capable of intelligent rebuttal.
by
JC Garrett (40 articles, 65 quicklinks, 7 diaries, 604 comments [10 recommended, 0 rejected]) on Friday, Aug 8, 2008 at 11:16:18 PM
(0+)
Want to post your own comment on this Article?
How would you rate this?
You must be logged in (if signed up) to do ratings.
It's free to signup! And easy. And takes just a minute or two....
Contact Author
View Authors' Articles
(0+)
Must Read (0) 
Well Said (0) 
News (0) 
Touching (0) 
Funny (0) 
Supported (0) 
Interesting (0) 
Inspiring (0) 
Valuable (0) 
