McCain Aims For Age Backlash Among Seniors

by: Chris Bowers

Fri Jun 06, 2008 at 14:15


The McCain campaign is clearly trying to push the age card, and create an age-based backlash among senior, at this point. Check out the end of his latest ad:


The visuals in the ad actually close by emphasizing his age. As Marc Ambinder notes:

The last 80 frames or so make use of a startling but effective profile photograph, with McCain's facial crags (read: valleys of experience) played to full effect.

This isn't the first time this week that the McCain campaign is actually trying to emphasize McCain's age. In a much discussed article at Daily Kos, Markos wondered why the McCain campaign is making no attempt to whiten McCain's teeth. The answer is simple: the McCain campaign is actually trying to emphasize his age, and they are spoiling for an identity-based fight over ageism is an attempt to win more senior votes. This is something they have been doing for at least a month now.

McCain's attempt to force an age-based backlash actually makes perfect sense. Seniors tend to be the most socially conservative voters, and senior Democrats will be Obama's most difficult group when it comes to securing the party's base. Over the past few months, the national media has repeatedly mocked McCain's age, and so it won't be hard to point out that he is being attacked on ageist grounds. Also, the Democratic nomination campaign demonstrated that candidates can have real success among certain identity groups if they are perceived to be attacked in ways related to that identity group. If the perception of sexist attacks against Clinton can help her among women (as I think most observers will agree was the base in New Hampshire), and if the perception of racist attacks against Obama can help him among African-Americans (as I think most observers will agree was the case in South Carolina), why can't the perception of ageist attacks against McCain help him among seniors?

Seniors are the key swing vote in this election, and we all know that they vote in droves. Also, the two oldest states in the country, Pennsylvania and Florida, are key swing states. The McCain campaign is clearly gunning for them with an all-out attempt to create a backlash against the perception that McCain is too old. As such, the national media is doing a real disservice to Obama by making age based jokes on McCain. Further, all Democrats would be well advised to never, ever follow this line of attack against McCain themselves. In fact, Obama should make a speech that strongly denounces age-based attacks on McCain, while simultaneously whacking him on privatizing social security and the Iraq War. Those will be huge weak spots for McCain among seniors, who are very pro-Social Security and more anti-war than other age groups. Obama will need to make them centerpieces of his campaign.

Chris Bowers :: McCain Aims For Age Backlash Among Seniors

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McCain Aims For Age Backlash Among Seniors | 26 comments
Although just for the record (4.00 / 4)
An interesting tidbit from Pew Research (I got this link off of someone at Pandagon):

In general, McCain's age is of greater concern to older voters than it is to younger voters. Just 24% of voters under age 35 themselves believe that, at 71, McCain is too old to serve. But among voters who themselves are of retirement age, 40% say that McCain is too old.

Not quite sure what to make of that.

Interesting (4.00 / 1)
I'd heard a lot of anecdotal (sp?) evidence on older voters being uncomfortable with McCain's age.

To engage in a little dime-store psychology, perhaps most of those under 35 feel pretty healthy and just assume that will continue.  Whereas those older look at themselves and say "I'm 68, and I get tired in the afternoons and have trouble focusing---he's gonna be President until he's 75 at least?"


Saxby Chambliss  

[ Parent ]
I think it's obvious. (4.00 / 2)
Seniors know what age does to faculties and to expectations for the future. Old age is real to them, not the never-gonna-happen fantasy that it is to the young. The old also know what Old looks like and feels like, and McCain is old, not because he's 71, but because he's old. There's a difference. Maybe it's time to quit dissing seniors by assuming that they are clueless about what age entails.
[ Parent ]
Sure but (4.00 / 3)
I think what Chris is trying to point out is that it's not just seniors' opinions of McCain that McCain is trying to influence, but their opinions of Obama, which are much less hardened. They might indeed feel "McCain is too old, but he's better than that rude black boy!"

Also, it's about motivating the base that McCain already has to turn out and vote. Seniors generally have just a few issues that motivate them greatly, and McCain is trying to add one to the list. Not only that, but it's an emotional case rather than a policy case, and emotions are more important in voter preference anyway. McCain has smartly accepted that the old folks are a big part of his base, and he's playing to that base to energize them.

[ Parent ]
I was thinking about this as (0.00 / 0)
'playing to his base,' as well. But what does this cost him, in terms of possibly alienating voters who aren't part of that base?

[ Parent ]
,,,except it's not an issue. (4.00 / 2)
Whether McCain is too old is not an issue for seniors any more than it is for anyone else. "Old" is not a an identity voting bloc. Seniors know why there's social security and retirement. The first thing Dems and lefties need to do if they want to attract seniors is to quit insulting their intelligence. Seniors are not going to get all excited about an old guy being president like many blacks do with Obama and many women do with Clinton. Seniors have had decades of living in a country run by old men, with marginal results. Getting McCain elected is not going to be a "yippee" moment.

If Dems want to attract seniors, they can do it by coming on strong about Social Security and Medicare as well as the broader issues of war, environment, health, and a just economy. It's that simple. Contrary to what Chris and his sources seem to think, seniors actually have children and grandchildren and nieces and nephews whose future is of infinitely greater concern than putting a token geezer in the White House.

[ Parent ]
This is hugely important (4.00 / 1)
Ask anyone who's over 65, 70, 75, 80....if they feeling their age.  They'll say yes.   I think Mimikatz here said it.

Older voters know they tire more easily and may have less tolerance for stress, as well as diminished short term memory.  

The "backlash" is a niche strategy at best.  

[ Parent ]
Thought about this for awhile too... (0.00 / 0)
Time for the Dems to start emphasizing Social Security, and McCain's support of "Personal" accounts.
Yeah (4.00 / 1)
That's why the McCain campaign jumped on Obama's losing-his-bearings comments.

And if comment threads are any indication, Dems are going to give him plenty of examples of hostility to seniors.

Maybe this argues for an older VP? Biden?  

Graham? Born the same year as McCain, (0.00 / 0)
voted against the war from his position as Chairman of the Senate Intelligence Committee. And makes Florida a nightmare for Republicans.

(I also like the idea that he'd pledge to only serve one term, due to his age, but maybe that does precisely the opposite of what this diary urges.)

[ Parent ]
Me, too (0.00 / 0)
And Bob Graham's a great example of mature, wise, seasoned---all those positive old words.
[ Parent ]
Sounds right (4.00 / 1)
We could easily lose this thing in Michigan, Ohio and even Pennsylvania (not to mention Florida) if we under-perform badly with seniors.

Focusing on Social Security is certainly key. But I'm curious about what types of channels Obama can use to reach older voters besides network television? I'd imagine targeted cable spots could be effective. AARP doesn't give endorsements for candidates, unfortunately. Anyone else have ideas?

I support John McCain because children are too healthy anyway.

take a poll on the topic (0.00 / 0)
My 80-something father watches baseball and football and old cowboy movies; my 80-something mother watches the PBS Saturday night lineup, Dr. Phil, and Good Morning America.

(My 60-something self about never sees the TV.)

[ Parent ]
but this one needs to be an ad (0.00 / 0)
As Avenging Angel at dailykos suggests, I'd sure like to see an independent group combine the "only a fool..." part of this ad with the bomb Iran video.

New Jersey politics at Blue Jersey.
Warning (0.00 / 0)
Anyone who denies the existence of robots may be a robot themselves.
my take on this ad is different (0.00 / 0)
The real subtext is, "I'm no phony warmonger like Bush."

Close your eyes and listen to what he says:

Only a fool or a fraud talks tough or romantically about war. When I was five years old, my father left for war. My grandfather came home from war and died the next day. I was shot down over Vietnam and spent five years as a POW. Some of the friends I served with never came home.

I hate war, and I know how terrible its costs are. I'm running for president to keep the country I love safe. I'm John McCain, and I approved this message.

Gee, what "fool or fraud" do you think he's referring to?

More analysis on this here:

http://www.bleedingheartland.c...

Join the Iowa progressive community at Bleeding Heartland.

Your take certainly dovetails perfectly (0.00 / 0)
with the 'Stop saying it's Bush's third term!' stuff, which seems to gravely concern McCain's campaign.

Of course, it's more than possible that they're trying to do more than one thing at a time.

[ Parent ]
Please (4.00 / 1)
The difference between questioning seniors vs women or African Americans is pretty obvious.  Guess what?  You really can be too old to be President.  "Senior moments" really do exist and Seniors like my 70+ parents recognize that fact as part of life!  

Even if the observations that the issue will hurt Obama are correct (I don't think they are), the media is doing Obama a disservice?  Since when is the media supposed to be doing a candidate service?  Its disappointing to see calls for the press to disengage from the issue, since it's a real issue and plainly obvious by his speech making and other gaffes.  This guy has senior moments all over the place.

BTW, my senior parents and myself support Obama.

Threading the Needle (4.00 / 2)
Obama can't afford to rub everyone's nose in McCain's age.  What he can pound the hell out of is the "judgement" question, and McCain's flexibility on his principles.  Older voters don't like to see someone getting insulted just for being old, but they do know very well just how quickly someone in their 70's can go downhill, mentally and physically.

Every time McCain's judgement or energy level is brought into the forefront, it reminds older voters that he is really freaking old, and like Reagan could go from cantankerous but charming to "where did I leave my pants?" in a matter of months.

In light of this, the Obama campaign's willingness to entertain the weekly town meeting series makes sense (even though it's McCain's strongest setting and Obama's weakest).  McCain's biggest danger is that he won't recognize his own limits, he'll push too hard and just fall apart.  The more Obama can add to his stress level, the more likely a total fit of "old man crazy" gives McCain his "Bob Dole falling" disaster.  Even if it doesn't, you can already see the strain telling on McCain and anything that makes him look tired is good.

McCain does well in general speaking off the cuff, but the more he does it when he's tired, the more likely he is to stick his foot in his mouth in a big way.  Obama needs to maximize McCain's opportunities to make those mistakes.

[ Parent ]
Good points (4.00 / 1)
Its different doing a "town hall" format when you're the only one answering the questions vs. when your political opponent is there as well.  I think that'll reveal McCain's weaknesses, perhaps more than his alleged strengths in that format.  I think it'll be plus that Obama seems to get under McCain's skin.  One or two "crazy old man" moments will go a long way in revealing the side of him he tries to hide.
[ Parent ]
Avoid Insults (0.00 / 0)
What Chris is arguing is that we should not insult older voters. Bringing up the age issue is tricky -- it can easily be seen as an agist insult. Because of this, it is much better to focus on clear policy issues that cannot so easily be misinterpreted.

There are arguments for not voting for men ("testosterone-poisoned") or for women ("pre-menstrual moodiness"), but using either of those in a campaign is a recipe for disaster. In the same way, focusing too much on "senior moments" can insult as many people as it convinces.

The media likes to wallow in insults and trivialities, but this generally hurts our cause. Most people in the US actually like progressive Democratic policies, but they are convinced by stupid media coverage to support Right-wing Republicans. By focusing on policy issues, we focus on our strengths.

[ Parent ]
not the argument (0.00 / 0)
That may be what you wish Chris argues, but he actually argues that McCain's anti-war monger ad was designed to highlight his age in an effort to woo AARPers and that the media does Obama a disservice by questioning McCain's age.
[ Parent ]
Shrouded in darkness? (0.00 / 0)
Has anyone else been noticing the campaign's determination to cloak McCain in shadowy blackness?  High key would be the industry term, I guess.  What's the deal?  It seems to get more intense each time.  Is he supposed to be alone?  A ghost?  What?

John McCain: "I do not support Roe versus Wade. It should be overturned."
funny (0.00 / 0)
That's hilarious.  An ad designed to counter his 100 years in Iraq comment and differentiate himself from Bush induces ageism analysis.
Seniors are "very pro-Social Security"? (0.00 / 0)
Duh! I thought we all were?

This kind of creative-class elitism is what's wrong with Obama-ism.  He has put Social Security on the table because he doesn't give a shit about it.

(He also doesn't give a shit about universal health care.  Why should he? Enacting it might ruffle some feathers in his unity coalition.)

Bullshit (0.00 / 0)
Stop lying.

Seniors are more pro-social security than other age groups. That is established fact. This has nothing to do with 'creative class elitism' except in  your own warped kneejerk anti-Obama worldview.

Forgotten Countries - a foreign policy-focused blog

[ Parent ]
McCain Aims For Age Backlash Among Seniors | 26 comments
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