If the Democrats want to win decisively in November, the way they should, in November, then that's what they ought to be saying in their ads. It's not just hitting McCain on one or two things, and it's not trying to "build a case," it's going full throttle, and beating the GOP at their own game, which Josh Marshall identified four years ago--almost to the day as "the Republicans' Bitch-Slap theory of electoral politics." Yes, it's an offensive term, and it was meant to be. Josh quoted a report of Kerry finally starting to fight back against the Swift Boat attacks, and then wrote:
This is a good thing -- and not simply because Kerry has to respond to the president's surrogates who are trying (and, to an extent, succeeding) in damaging his candidacy with scurrilous and discredited attacks.
There is a meta-debate going on here, one that I'm not sure even the practitioners fully articulate to themselves and one that I'm painfully aware the victims don't fully understand.
Let's call it the Republicans' Bitch-Slap theory of electoral politics.
It goes something like this.
On one level, of course, the aim behind these attacks is to cast suspicion upon Kerry's military service record and label him a liar. But that's only part of what's going on....
In a post-9/11 environment, obviously, this question of strength, toughness or resolve is particularly salient. That, of course, is why so much of this debate is about war and military service in the first place.
One way -- perhaps the best way -- to demonstrate someone's lack of toughness or strength is to attack them and show they are either unwilling or unable to defend themselves -- thus the rough slang I used above. And that I think is a big part of what is happening here. Someone who can't or won't defend themselves certainly isn't someone you can depend upon to defend you.
Demonstrating Kerry's unwillingness to defend himself (if Bush can do that) is a far more tangible sign of what he's made of than wartime experiences of thirty years ago.
Now, Obama has unhelpfully painted himself into a box by making a big deal about working together and being all post-partisan and such. But McCain's over-the-top antics have given Obama an out--particularly if he takes the truly condescending "more in pity than in anger" approach, shaking his head, and saying, "He was such a decent guy before he got consumed by blind ambition." It wouldn't hurt, either, to run some cheeky, smart-ass ads, such as one featuring a Paris Hilton look-alike that might go something like this....
Paris Hilton Look-Alike: "Okay, so we know he's like, the oldest celebrity in the world."
Flashback clip from intro of REAL Paris Hilton ad...."He's the oldest celebrity in the world," the video opens. "Like, super old. Old enough to remember when dancing was a sin, and beer was served in a bucket."
Paris Hilton Look-Alike: "And we know he was a POW, because he's always reminding us, every time he says or does something stupid, which is like once or twice a day, at least."
[Looks at nails, studies them for half a second, then looks up and continues]
Paris Hilton Look-Alike: In fact, I can't even think of another POW, outside of a Ramdo movie. So, he's like celebrity-POW-white-haired-dude. Which, is kool, I guess, since he endorsed me for President.
But here's the part I don't get. What's with him not knowing how many houses he owns? Can't he like, type it into his blackberry, so he doesn't forget? Even I know how many houses I own, and I'm just a dumb celebrity blonde, right?
[Smiles, broadly]
Paris Hilton Look-Alike: Here's a clue, wrinkley white-haired dude: Never own more hourse than you can count. If you can't count to four, don't own four houses. Own three. Just supersize one of them. Oh!
[Listens intentently to something in her earphone]
Paris Hilton Look-Alike: Well, I just heard you already did that. Well, supersize it again!
Oh, and by the way, I'm not really Paris Hilton.
Barack Obama: But I am Barack Obama, and regretably, I just have to apporve this ad, because unfortunately, it's all too true.
We can pick up the dangerous hot-head part in a separate ad, and then combine the two later.
If the Democrats are serious about winning, then that's the kind of ads we will run. Barbed, but light-hearted mockery, non-stop, from now until November.
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