Winning the Right Way
Candidates for elected office can win elections without monumental ideas of great substance or revolutionary proposals to reform the government. In fact, successful candidates often offer the least bit of substance possible, rely on non-controversial platforms, and play to voter’s most visceral instincts, prejudices, and needs. Thus, there exist an enormous gap between what would be the most effective campaign to win any given election and the campaign that offers the best policy proposals for that given populace.
In 1992, after nominating two straight Presidential candidates far to the left of the American middle, the Democratic Leadership Council (vis a vis Bill Clinton) tailored a Presidential campaign that exploited this exact gap. Governor Clinton said he would “focus on the economy like a laser beam” and that he would “put people first.” What does this mean exactly? He never needed to get into specifics, because the voters loved it. It sounded endearing and warm compared to the seeming aloofness of President George H. W. Bush.
In 2006, Democrats face somewhat of a similar dilemma. With only one-third of the country wishing to continue in the policy direction espoused by President Bush, the Democrats easily could nationalize each Congressional races as a referendum on the performance of the President. They could create “morph ads” that transform the face of their opponent into the visage of the President and hand out bumper stickers with trite slogans like “America can do better.” The knowledge gap mentioned above is far wider in Congressional races, as most voters know far less about the record of their Congressman than they know about the record of the President. Therefore, Democrats could exploit even a moderate, pro-environment, anti-deficit Republican, simply because he or she serves in the same party as the President.
On the other hand, Democrats go by a strict policy playbook, highlighting the most glaring weaknesses of the Bush Administration, and specifically, those embodied in the Republican Congress. Notably, they could campaign on a platform of a balanced budget amendment, social security solvency, and adequate funding for the No Child Left Behind program. While these are quite sound policy proposals, the difference between authorized and appropriated funding simply does not resonate with the American populace.
Democratic consultants Stan Greenberg and James Carville have proposed a middle ground that begins to match the exploitability of the current political environment with the plethora of sound policy proposals that Democrats could bring to the table. After extensive polling and focus group sessions, they arrived at the following agenda:
No pay raise for Congress until average workers’ incomes rise; replace new prescription drug plan with a simple one that controls costs; raise minimum wage; repeal loopholes that encourage companies to move overseas; implement recommendations of the 9/11 Commission and inspect 100 percent of containers; restore student loan funding and tax breaks for college, and create tax incentives to develop wind, solar and bio-fuel technologies.
While this agenda still relies a bit on American’s guttural response to politics, it attaches concrete proposals that meet those needs. If the role of government is to serve in the best representative capacity for the citizenry, these proposals satisfy that charge.
For instance, a prohibition on Congressional salary raises should be in every single Democratic Congressional platform. There can be no votes lost by such a commitment. Additionally, from an ethical standpoint, the government as regulators and in some ways, stewards, of the economy, should not accept a higher standard of living as the rest of country loses purchasing power.
On the other hand, raising the minimum wage should be only included in selected districts, as such a proposal would not be favorably received in every part of the country. Moreover, a blanket increase of the minimum wage is of debatable practical effectiveness, as it often harms small businesses (and in turn, employment numbers) even more than it increases real incomes to wage earners.
Essentially, the Democrats should seek to craft their individual platforms with the thought that winning can be earned not only through banal political banter but also through serious policy proposals tailored to the needs of their respective Districts. When Democrats move beyond Bush bashing and start thinking like the average American voter, they may send Dennis Hastert back to Illinois.
