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The polling business is far more of an art than a science, is easily manipulated, and is open to as many interpretations as there are people looking at the polls. I have never known a pollster who didn't walk in the door with a set of assumptions and biases in how to interpret the data. And everyone in the business knows that the way you phrase the questions, the way you sequence the questions, the way you draw the sample of who you are asking, and a bunch of other little tricks those of us in the political biz know can dramatically impact outcomes.
The other huge factor in the polling business is who the client is, and what the purpose of the poll is. If the poll is designed for internal analysis, you get one kind of results (and generally more honest data). If the poll is designed to be released to the public to prove a point (our candidate is winning, our issue is popular, our spin is best being the usual things clients use these kinds of polls for), you want to be really careful about accepting the analysis on its face, because that is where the little (and big) things that can be done to manipulate the findings really come into play.
I say this by way of introduction to my central discussion: the internal debate within the Democratic party for what the central narrative of our party ought to be. Over the short term, that fight centers on how to save us from getting crushed in the 2010 elections, but it is of course a very long term fight that has been going on in our party since the New Deal coalition came unraveled in the late 1960s.
As I said, everyone comes to this debate with certain biases, and I will admit mine upfront. Just in case you haven't read my stuff much, I am - by history, sentiment, ideology, and instinct - naturally drawn to progressive populism: fighting for the "little guy", standing up to wealthy corporate interests. My political role models in history are people like FDR, Truman, and Bobby Kennedy, people who figured out how to appeal to a multi-racial coalition and the idealism of the young while still winning over working class white folks. In the modern era, my favorite political leaders are people like Paul Wellstone, Sherrod Brown, Dave Obey, Tom Perriello, and Brian Schweitzer, candidates who have won in purple or even red states/districts not by becoming more like Republicans but by raising the populist progressive flag unapologetically.
Now, having admitting my biases, I will also say that progressive populism (like every other messaging frame) has some limits as a political strategy. There are some districts it doesn't work in. There have been elections where it hasn't been as salient, or runs into a moment where it is overwhelmed by a certain mood in the electorate or a particular candidate's magic touch (Reagan's Morning in America theme in 1984, combined with Reagan's charm and a surging economy, was a classic example, although Mondale's kind of populism wasn't exactly stirring). Certain candidates can't pull populism off credibly, and probably shouldn't try (John Kerry comes to mind).
I also firmly believe that an angry populism all by itself isn't convincing to a majority of voters, that you have to combine the justifiable anger at the abuses of corporate power with compelling positive policy ideas on how you will deliver jobs and other benefits to voters. I don't think a purely anti-business populism usually works, for example: I think candidates need to show how they support small business and manufacturers and companies that are really contributing jobs and useful products to our country and communities. Finally, I would say this: I would never recommend a purely pro-government kind of populism to candidates. Voters, for very good reasons, are deeply cynical that government is really on their side, and will really deliver for them. Progressives have to make clear that part of our mission is to clean up the corporate corruption of government, and that we understand that government in recent years (outside of old stand-bys like Social Security and Medicare and Head Start and the minimum wage) has not always done a good job in making most people's lives better. We also have to be clear that we do want to cut wasteful government spending, and that most of that wastefulness comes from corporate subsidies and sweetheart deals: contracting practices that overwhelmingly favor the contractors rather than the taxpayers, agribusiness subsidies that have no merit, sweetheart deals in health care reform that don't allow for negotiations with drug manufacturers or public sector competition with insurance companies, tax loopholes that have no rational basis for existing besides a really good lobbying operation.
On the other side of the populist argument are Democrats who argue that it is bad political strategy to be too aggressive in taking on corporate America. Since we're all admitting our biases here, I would urge the pollsters and groups who generally make this argument to admit their own: almost all of them get most of their client or contributor list from the ranks of corporate America. The leading pollster who has been making this argument for the last couple of decades is Mark Penn, who heads a firm that does far, far more work in corporate PR and lobbying than it does for candidates. The leading politicians making this argument have been the Blue Dog and New Democrat caucuses, whose members receive far more corporate money than the rest of the Democratic party. And the leading groups making these arguments are the DLC and Third Way, both of which have as a (probably the, but I'm giving them the benefit of the doubt) leading source of contributions big corporations and their executives.
The latest example is a poll recently released by Third Way. Before I get to criticizing it, let me stop for a minute and say that I thought it had some useful insights for Democrats. The idea of tying Republican policies in congress closer to Bush, for example, is certainly a solid idea (although I fear that it is harder said than done.) The idea that Democrats should speak to the future and be aspirational in their language is something that makes sense to me. I even like the fiscal discipline thing, though I would redirect it to where the real waste in the budget is (corporate sweetheart deals, see above).
Having said that, though, it was really clear that this poll's questions, and the interpretation in the memo they wrote about the poll, were designed to try and talk Democrats out of using populist rhetoric. Let me take you through a couple of examples:
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