Turning on to watch the new season of comedy series Louie I saw my first presidential election advert. Living in true blue Boston MA I figured the only reason the president must be spending money here is that he wants to annoy his opponent on his home turf. The ad boldly cast President Obama as the in-sourcer and Gov Romney as the out-sourcer. Replete with blue and red colours, pictures of closed mills and Romney’s company Bain Capital flashing ominously across the screen, it fitted nicely into the glut of superhero movies that Hollywood is churning out at the moment.
Having studied at the Kennedy School this year, I have seen my fair share of political ads and this one fitted into the standard compare-and-contrast to demonstrate the negatives of one’s opponent. With the employment figures stubbornly refusing to turn in the president’s favour it is little wonder the campaign chooses this spot above others.
Yet I could not help feeling disappointed that a few days after the president’s signature policy had passed through the Supreme Court in a surprise victory for the administration, the ad ignored it. Rather then seeing the airwaves dominated with the fact that every American can now be insured (regardless of birth defects or pre-conditions) the message did not shift.
The very absence of healthcare from the president’s pitch for his re-election demonstrates the phenomenal messaging job that the GOP has managed since it was tabled in the first two years of the administration. The policy is so radioactive to the public that even the fact that Judge Roberts crossing the aisle to save it will did not make a difference in its popular appeal. And the fact that the Republicans in Congress managed to stop the vast majority of the Affordable Care Act taking affect until 2014, handed them licence to bury it in 2010 and 2012.
Taking the president’s historic policy off the table, the GOP has managed to make this election about the economy alone. Foreign policy is but a distraction with the employment and economic challenges the USA faces, much to the annoyance of embassies and policy analysts around DC.
With little to talk about between the Department of Labor’s monthly job figures, process stories and small issues continue to dominate the political news cycle. One in particular that had me fearing for the Obama campaign was their latest fundraising idea.
June marked a month where Romney out-raised Obama by $20m. Never missing a beat, and recognising that the summer marked the beginning of the wedding season in the US, the Obama campaign emailed its supporters the option to switch out a gift registry for a donation to the Obama campaign. Instead of gifts to a newly wedded couple, give to the president’s reelection bid.
As someone who is getting married to a diehard fan of the president in a month, I can tell you that the best way to demotivate your young, poor, recent graduates is to steal their wedding gifts.
This odd idea is symptomatic of a campaign that assumes that the momentum is still there and all they need to do is ask. Yet as the election comes down to the wire, supporters are going to need to feel inspired again rather then just tapped for donations.