In 2004, John Kerry narrowly carried every age group in the five key battleground states Florida, Ohio, Iowa, Nevada and New Mexico except for Generation Jones. Generation Jones covers those born during the end of the baby boom, or at the beginning of Generation X who came of age during the Carter and/or Reagan presidencies. Kerry would be president today were it not for the fact that Generation Jones voters, also known as Jonesers, overwhelmingly supported President Bush by margins of 9 to 19 percent in those key states.
Jonesers political views were shaped by Reagans success, Carters failures and the fact that Republicans constantly reminded them of both throughout the Reagan-Bush era. Today we forget the fact that the Republicans so effectively stigmatized the Democrats with the failures of the Carter administration that it was only after the passage of 20 years that the former president was permitted to address his own partys convention.
Democrats now have the opportunity to return the favor in a way that should resonate with the Jonesers. President Bush, like Carter, has very low approval ratings due to a weak economy, rising gas prices, setbacks in the Persian Gulf that have left Americans feeling less secure and questions of competence. Even though President Bush will not be on the ballot in 2006 and 2008, Democrats must seize this opportunity to Carterize him and link the Republicans with the failures of this administration for years to come.
Throughout their voting lives, Jonesers have seen vertebrally challenged Democrats dodge fight after fight and respond to the Republicans success by abandoning the word liberal, embracing the death penalty and ducking any fight over gay rights. During the Bush administration alone, Democrats have rolled over like lap dogs on Iraq, tax cuts and bankruptcy reform, and then failed to effectively respond to the Swift Boat Veterans smear campaign in the 2004 race. It does not matter how many wars or weapons programs the Democrats support or war heroes they nominate, Jonesers will never trust them to defend their country if they continue to lack the courage or will to stand up to the Republicans and defend themselves.
The rub for the Democrats is that Jonesers and other voters supported Reagan and the current president, despite often disagreeing with them on the issues. What mattered most to them was that their president was authentic and they knew where he stood. That is why whenever Ronald Reagan was on the ropes politically the sure fire solution was always to let Reagan be Reagan.
Andrew Jackson once said that one man with courage makes a majority. If Democrats listened to Jackson more and their pollsters less they might solve their Generation Jones problem. Letting Democrats be Democrats, could make the difference between another long season and this finally being the Democrats year.
Previously published in the Santa Monica Daily Press http://www.smdp.com/article/articles/490/1/soap-box.