Ronald Reagan |
SUNDAY, OCT 27, 2013 09:30 AM EDT
By leveraging race and religion — especially in the
South — he set an example for today's bitter politics
Late in the 1960s the practice of political
campaigning in the United States began to be transformed. New techniques meant
that it was increasingly possible to disseminate messages to extraordinary
numbers of potential voters, tailored to the interests and views of particular
constituencies. At the same time attitudes were in flux, a consequence of the
past decade’s social upheavals, and the old party machines were declining in
influence. All these factors combined to accentuate the established tendency in
political strategy to accentuate the negative.
When journalist James Perry wrote about The New
Politics in 1968 his focus was on technique and not about how protests,
demonstrations, civil disobedience, and community organizations might be
shaking up the old elite. He explained how polling and marketing were becoming
more sophisticated, and even drew attention to the potential uses of computers.
Perry described how the moderate George Romney was taking advantage of these
techniques in the race for the 1968 Republican presidential nomination. By the
time the book was published, however, Romney’s campaign had collapsed, having
failed to connect with voters. The new techniques could only take you so far.
The importance of a media image had been underlined
in different ways in the previous two elections. John Kennedy had famously
gained an advantage over Richard Nixon in the televised presidential debate in
1960, and then the possibilities of negative advertising had been underlined by
one used by the Democrats against Barry Goldwater in 1964. This showed a small
girl counting daisies as a missile countdown began leading toward a nuclear
explosion, with President Johnson in the background urging peace. This became
identified as a turning point in technique. It played on an established image
of Goldwater’s recklessness. The appeal of the ad was emotional. It contained
no facts and Goldwater’s name was not mentioned.
The limitations of technique when combined with an
uncertain message were illustrated by Nixon’s 1968 Presidential campaign. Joe
McGinnis’s “Selling of the President” captured the idea that someone so
unprepossessing could be turned into a marketable political product. The aim
was to attach a positive, moderate image to Nixon. But this cautious approach was
not wholly successful. The margin of victory was surprisingly narrow.
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