In their outstanding article - Why President Obama loses by winning - John F. Harris and Jim VandeHei - POLITICO.com - the reporters do an excellent job of summarizing the central paradox of the Obama presidency to date - he is doing big stuff like Health Care, Financial Reform and Student Loan Reform - doing this while fighting two wars and saving the country from a depression - and he is getting very little credit for it. In fact, the more Obama does the more he seems to lose the voters, especially indepedent voters (Gallup poll). For Obama supporters like me this is a maddening reality. Bill Clinton got almost nothing done his first two years and lost the House. Barack Obama is getting a remarkable amount done with almost no assist at all from a completely recalcitrant Republican party - and seems destined to experience similar if not equivalent repudiation in the midterms. I am sure those inside White House find this outcome very confusing and frustrating. I wonder if they have considered the possibility that the reason they are losing the war for public opinion is that they have not yet effectively engaged in it. Perhaps they fighting the last war, the war of the Clinton Administration where the failing was to not get enough done - and failing to face up to the war in which they are pinned down in a crossfire from the right and left - a war for the hearts and minds of the American political center. Will we be a center-left or center right country?
Obama's inner circle would be advantaged by listening in to the conversation my good friend Steve and I had the other day at the pool.
It went something like this:
Steve: I am so mad at Obama's team.
Gregory: Why?
Steve: They don't understand we are in a war of ideas.
Gregory: Obama is a moderate, don't they get that? Haven't read his book?
Steve: He's too nice. He thought he would come in and get along with everybody.
Gregory: They didn't realize the Republicans would engage in massive resistance from day one.
Steve: That's right. These guys mean business, they are very well organized . They know what they are doing, know how to craft a message, how to drive a story...
Gregory: And drive the conversation.
Steve: You got it, buddy. Who is Obama's Michael Deaver?
Gregory: Yeah, he wrote the book on how to do this. You have one story of the day and you pound away it, relentlessly and end up as the lead every night on the evening news.
Steve: Exactly.
Gregory: But Obama is fighting two wars, he came in what amounted to a financial meltdown...he is trying to reverse forty years of neglect of our social safety net, invest in green energy...
Steve: True, he inherited a mess and he is doing a lot. But he should of been our Professor in Chief. Look at the stimulus. He never really explains what he was doing or why. Instead his people said - pass the stimulus and we'll keep unemployment under 10%. Yeah, right. These guys are elitists, they think they can just cram this stuff through. The bottom line is people adopted the Republican talking points - the stimulus failed, the deficit soared.
Gregory: You wanted FDR's fireside chats.
Steve: Yeah. Sit the country down and explain - here is what deregulation of the markets and unchecked speculation did to you and here is how we are going to fix it, you bring the country along with you.
Gregory: He's been trying, those Saturday internet videos...
Steve: Nobody watches them.
Gregory: I do.
Steve: Okay, some people do, but those aren't the ones we need to reach.
Gregory: Give the guy a break. When FDR was president there were what, three radio stations - and when the president came on that was news - everybody listened. Today there are hundreds of cable channels - and then you add in the new media, the talking heads, the blogs, twitter. Fox is broadcasting hate speech about Obama 24/7. FDR never had to deal with that -
Steve: I get it. Obama has it harder. But the challenge is the same.
Gregory: Driving the national conversation.
Steve: You bet.
That is the challenge for any president who wishes to succeed in changing the political landscape , shaping a national conversation in such a way that he forges a national consensus. That consensus is the legacy of a presidency, providing guardrails that define the mainstream of political thought for a generation.
Andrew Jackson may have been the first chief executive to understand both the opportunity and the responsibility of the president to mold opinion, using it as a weapon to counter the control the first Bank of the United States had over Congress. He started a chain of newspapers across the young Republic - chartered with one mission - tear down the Bank and build up the President. In the process of building a wave of popular opposition to the renewal of the Bank's charter, he also demonstrated the ability of the presidency to set the national agenda.
"Mischief springs from the power which the moneyed interest derives from a paper currency which they are able to control, from the multitude of corporations with exclusive privileges... which are employed altogether for their benefit." - Andrew Jackson
At the turn of the Twentieth Century Teddy Roosevelt captured the political center of the country by waging war against the trusts - using what he referred to as "the bully pulpit" of the presidency to attack capitalism's excesses while simultaneously championing its honest exercise.
"We demand that big business give the people a square deal; in return we must insist that when anyone engaged in big business honestly endeavors to do right he shall himself be given a square deal." - Theodore Roosevelt
And, as Steve noted above - Franklin Roosevelt forged a coalition that controlled congress for the most part for fifty years - through a process that carefully, step by step counseled his country that in some cases government is the answer.
"Competition has been shown to be useful up to a certain point and no further, but cooperation, which is the thing we must strive for today, begins where competition leaves off." - Franklin Roosevelt
An obvious common thread in all three cases above was the willingness of the president to take on financial powers centers directly, censuring those who bent the rules in their own favor at the expense of the people, while defending the those whose played straight. In so doing they moved the country's middle class towards a progressive posture wherein American capitalism gained a moral conscience. In each case they did so by engaging directly with the people in a national conversation that connected up the populism of the West and the energy of the emerging immigrant underclass in the cities with the values of the growing American middle class - capitalizing on both American's sense of fair play and their inherent distrust of elites.
Later Lyndon Johnson would work within a coalition that added newly enfranchised African-Americans to the groups already noted above. The result? A landslide election followed by landmark legislation. LBJ then lost control of that coalition because he lost control when the conversation shifted to the Viet Nam war.
Please note that so far we have two Democrats and one Republican. To even the score let us consider the case of Ronald Reagan. One can debate whether Reagan's military build up and apocalyptic rhetoric were the straws that broke the Soviet Union's back, one can decry the perpetual deficits that have plagued the American balance sheet since his tax cuts were signed into law - but what is inarguable is Reagan's lasting impact on our discourse. Republicans wield language like "big government" and "tax and spend" the way they once waved the Bloody Shirt after the civil way, reminding their audience of a dreadful national nightmare from which we have successfully emerged - calling on us to be ever vigilant lest it return.
And let's face it, Reagan succeeded in changing the way we communicate politically because he was so good at it - the message always clear - the messenger keeping it simple so we could remember it.
"Government does not solve problems; it subsidizes them."
"Government's view of the economy could be summed up in a few short phrases: If it moves, tax it. If it keeps moving, regulate it. And if it stops moving, subsidize it"
"The most terrifying words in the English language are: I'm from the government and I'm here to help."
I don't know about you, but I hear these lines all the times today. Reagan is still framing political debate today, more than twenty years after he left office. And notice how he did it:
- Speak directly to the American people
- Talk over Washington, not through it
- Keep the message simple
- Big government is bad. Taxes are bad. In both case less = better.
- The enemy of the people for Jackson, Teddy, and Franklin above was the unchecked power of money over the governed. The enemy for Reagan was government.
- Repeat the same message over and over
Obama has lost 50% of his support among independents because he lost control of the conversation. The language of the health care reform debate was big government versus us, when it could have been big business versus us. The loss of control stemmed from Obama's innate desire to bring us together - a desire which led him to both moderate his policies and his rhetoric - a desire which had him publicly touting his ability to work with insurance companies while at the same time claiming that they were the problem. Over the summer of 2009 the message became technical, muddled and ultimately unmoving. Meanwhile the opposition crammed a bunch of angry people into small rooms around the country shouting "No death panels!" at cowering members of Congress. Is it any surprise they got the lead on the evening news?
It is probably too late to do much to rectify the situation before November 2010, but there is plenty of time to regroup before November 2012. To turn this around Obama will have to use lessons of Reagan in order to undue Reagan's lasting legacy- his lasting impact on the language of our politics.
Like Andrew, Teddy and Franklin before him Obama will need to seize control of the national conversation, clearly name our common enemy, and explain in simple language what we the American people need to do to defeat it.
And then repeat that message over, and over, and over again.