The McCain campaign has improved its offensive game over the past week. Whether or not their current attacks are effective, at least they are consistent – which is much more than we can say of the GOP’s strategy over the past 8 weeks. Unfortunately for Republicans, this change probably comes too late.
Over the summer, McCain was making progress by questioning Obama’s readiness to lead, but his campaign got distracted by petty controversies like “lipstick on a pig.” In any other year, the GOP might have pulled off a victory by keeping Obama on the defensive with such shiny objects, but the year’s environment is too toxic for Republicans to win with such minor attacks. The task Republicans were facing this year was simple: disqualify Barack Obama to such an extent that voters who were looking to vote Democratic would not dare vote for this Democrat.
As the experience argument was thrown out of the window at the end of August, the McCain campaign pivoted to attacking Obama’s character, and William Ayers became the focal point of the Republican offensive. But we can now say that those attacks largely backfired. For one, they were poorly executed: The McCain campaign launched vicious one-liners while attempting to stay clean and not quite going all the way, thus suffering the drawbacks of going negative without enjoying the benefits.
Second, the timing was atrocious. They might have been more effective had the financial crisis not forced an unusually issue-driven campaign starting in mid-September, but in the aftermath of the financial crisis, voters did not care about character attacks. Third, there were simply not enough data points for Republicans to exploit in their attempts to make Obama into a dangerous radical: McCain had put Wright off limits, so all the GOP had left was Ayers and a whole array of Internet-fueled conspiracy theories. No wonder the McCain-Palin suddenly became parades of hatred.
Ever since the third debate, Republicans have switched gears to more policy-centered attacks. Rather than alluding to Obama the quasi-terrorist, they are now aiming to paint the Illinois Senator into a classical 1970s liberal. In fact, they are taking their criticism of Obama’s economic priorities so far that even that is becoming a charge on his character and his Americanism.
At the very least, the GOP has more data points to make Obama look ultra-liberal; say, Obama’s votes in the Illinois State Senate, statements he made while around Hyde Park or those National Journal voting ratings. Furthermore, attacking Obama on taxes feels more relevant in these times of economic crisis than the Ayers craze that had seized the GOP last week.
Finally, the Right has spent decades accusing liberals of being economy-killing tax-raisers, and they are now drawing on that repertoire to discredit Obama. Taxes, spreading the wealth and redistribution: McCain’s Joe the Plumber routine has become quite the caricature, but it has the merit of simplicity and of familiarity – two things Republicans attacks on Obama had lacked ever since they stopped the celebrity ads.
All of this has to be maddening for Republicans to watch: Why did the McCain campaign wait so long before articulating this offensive? Why did their waste their time since Labor Day, particularly if they were not willing to push their attacks to fruition, particularly if McCain was not willing to push Ayers more than he did in that third debate?
Attacking Obama on taxes might not work (I have repeatedly argued that it could make Obama look like just another typical Democrat, which might be exactly what voters are looking for this year and what some voters have been worried he is not), but at least it is something – and the McCain campaign has certainly been willing to take this attack all the way to its illogical conclusion: Marxism.
Now, not only does it feel too late for Republicans to force a whole new narrative to take hold around Obama, but the Illinois Senator has had the time – and the resources – to turn the tables on his opponent and accuse him of wanting to raise taxes by taxing health care benefits. Obama’s offensive has been largely under the radar in the sense that he is primarily propagating it through a multi-million ad campaign without necessarily releasing all those ads to the press. But most polls show this has led Obama to cut into the traditional GOP advantage on taxes. Under those circumstances, can McCain really put Obama on the defensive by calling him a socialist?
Another interesting question is how all of this will affect an Obama Administration. Some like David Sirota are saying that Obama will have a mandate for truly progressive governance if he wins while being attacked as a tax-raising socialist; if voters heard him talk about “spreading the wealth” and gave him a resounding victory, what does that say about their alleged antipathy towards social democracy?
Another possibility is that the way in which Obama has framed some of these issues will make it more difficult for progressive reform to be implemented and will strengthen right-wing economics, for instance his accepting the premise that tax cuts should be a priority. That is also the case on health care, where Obama has been spending millions telling voters that government-run health care is a bad idea or insisting that “choice” is an important value in the health care debate. Those have long been conservative talking points against health care reform, and Obama’s attempts at appropriating them had become an issue in the Democratic primaries (particularly in Paul Krugman’s columns).
Unless something dramatic happens over the next week, we will soon move on from discussing how the Right views Obama to debating which of the Left’s two views of Obama corresponds to his true persona.