Obama has released his second attack ad on McCain in two days. Like the first one, this is still probably inadequate when it comes to driving the debate and establishing the elite narrative. Unlike the first one, it has a promising new avenue that could do just that, if used more boldly:
The part I find intriguing is the very first line: "John McCain: he's been in Washington for 26 years." The rest of the piece is pretty much the same litany of small-bore policies listed over rising music that we have come to expect from Democratic campaign ads over the past decade or two. While the latter won't do anything to change the debate or the narrative, which is really what a successful attack does, the first bit has potential. Here's why:
It's not entirely rational: In order to grab pundit and media attention, sometimes the straightforward, deductive arguments need to be left behind in favor of something more vague, more emotional, and more identity-based. The "been in Washington for 26 years" line attacks McCain as a long-term Washington insider, and hints, but does not state, a wide range of other attacks. These include cynicism, connection to special interests, connection to Bush and the Republican Party, and even possibly to McCain's age.
It will probably piss McCain off: In order to change the narrative, you need to get your opponent to personally respond to your attack. Given that McCain has been itching for Obama to attack him based on age, this line of attack his probably implies that just enough, without actually saying anything, in order to get an age-based identity backlash from McCain. If played correctly, such a backlash has the potential to change the narrative by creating a discussion about whether McCain has been in Washington, D.C., too long in order to make any significant changes. And, as I noted above, having this debate would bring along implications about McCain's cynicism, connection to special interests, connection to Bush and Republicans, and even to his age.
It is specific to McCain: While the attack connects to long-standing Democratic attacks on Republicans, like connections to large corporations, it is also specific to McCain. He has been in Washington too long, he is too old, etc. This is why it is a superior attack to "they" will try to scare you about me. It connects to regular anti-Republican narratives, but it is specific to McCain's identity.
Overall, I don't think that this attack is exploited well enough in this ad, but it has potential. If used with the proper level of rhetoric, the "McCain has been in D.C." for too long, could change the narrative, and start directing the balance of attacks toward McCain. It is also probably something that Obama personally believes about McCain, so I imagine we will see more of it. It is better than the "McCain is a flip-flopper" attack, which doesn't make any sense if you want to tie McCain to Bush. It is better than "McCain is a rich dude with $500 shoes and eight homes" attack, which is basically a responsive attack to the charge that Obama is elitist and doesn't change the narrative. It is more in the vein of "McCain is too tied to large corporations" attack, but it takes a less rational, more emotional, more identity-based approach. And that is what you need to do if you want to change the narrative.
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