In April I discussed how Republicans win through intimidation. I said in a future post that I would give my thoughts on how to deal with their bullying. Today I finally get around providing my thoughts on the question.
This is a tough problem for Democrats because, with a few exceptions like Howard Dean, we haven’t learned to fight in a way that sways. Thus, Republicans have a natural advantage. They are used to having their way and they generally get their way through a lot of intimidation, bullying and money, which they have aplenty. Meanwhile, Democrats tend to be civilized people. We think it is impolite to shout and figure everyone has the right to be heard. We like to believe, against all evidence to the contrary, that Republicans have a better and pluralistic nature. And so pretty much every time we debate, we avoid going for the jugular. We don’t want to be seen as one of them, which in our minds is worse than winning.
All bullies understand one thing very well: to wield power over someone, you must connect with someone emotionally, not logically. Chances were that when you encountered a bully in school, one encounter was enough. The bully never tried to reason with you. Instead, he went straight for the jugular and used every weapon is his well-stocked arsenal: physical, emotional and mental. You quickly learned to avoid the bully because man, this dude is a loose cannon. If encountered, you found it pragmatic to give them what they wanted to avoid retribution. Why does this work? It is because for most people it takes about ten logical propositions (or more) to overwhelm one emotional proposition.
To really beat a political bully, it helps to have cut a few of them down to size. This come from standing up to bullies, which few of us have tried. Oddly enough, most bullies, when confronted by an opponent with determination, will give way. This will happen particularly if they sense from those around them that by standing up, many others will find the courage to stand up as well. This is because a crowd against you has more power than any bully by himself.
One way bullies deal with this uncomfortable fact is to have more bullies stand up with them. This way you become something of a gang, and a gang is more powerful than a single person. Yet the powerful bully actually walks a fine line. He must be seen as powerful and intimidating, but not so powerful that it behooves those they are intimidating to join ranks. Success often comes from being very loud, carrying a big stick but wielding it selectively.
In fact, this is pretty much how the Confederates managed to dominate the first half of The Civil War. It helped that Union generals tended to be wimps and ineffectual while Confederate generals like Stonewall Jackson were brilliant tacticians. (The Union started winning when soldiers like Grant proved they would not allow their armies to be intimidated.) The “rebel yell” was very effective for the Confederate Army, and involved them forming a line, pointing rifles and sabers forward then running forward en masse, often in sync, yelling and whooping the whole time. Union soldiers found the rebel yell unnerving because it was, well, crazy, and often gave way. It was a great tactic while it worked, and it stopped working when the Union Army found its courage. Today’s Republican bullies may be channeling the spirit of their rebellious forefathers. Using sabers against political opponents is not a good idea, but yelling is still politically acceptable, as is charging en masse, which today means honing a finely tuned and simple message and broadcasting it repeatedly everywhere.
See these tactics at work with attempts to repeal the Affordable Care Act. It’s amazing that they get away with it. The Affordable Care Act, after all, is the law of the land. Civilized people of course respect the law, even when they disagree with it. If they don’t like it, they will work to repeal the law. That’s not good enough for these new Confederates. The law must be killed through all means, fair and unfair. This includes deliberate foot dragging from red states, outright refusal to begin the process of setting up health care exchanges (despite The Supremacy Clause), and filing endless legal challenges, mostly with friendly courts. Some of their tactics give new meaning to the word chutzpah, such as refusing to fund the law that was already enacted. Make it a law in name only. Whatever works, fair or foul, is okay. Civilized people, of course, retch at these tactics, but if you are a bully it is just one item in your bag of tricks.
Curiously, the very best Democrats at fighting Republican bullies come from deeply red states, in particular Texas. This becomes less curious when you consider this behavior forms part of the culture of the state. Former (now deceased) Texas Governor Ann Richards had mastered the art, as has Jim Hightower. Many of these luminaries worked for The Texas Observer, a monthly magazine principally about Texas politics with a Democratic bent that was widely read. The late Molly Ivins and Jim Hightower both worked for or contributed to The Texas Observer, as did Larry L. King, who is perhaps best known as the author of The Best Little Whorehouse in Texas. Democrats trying to counter these Republican bullies would be wise to study and emulate their tactics.
Their success comes down to two main factors. First, they learned the art of mean-mouthing other politicians in a way that called into question their lack of character. Barack Obama, responding to one of Mitt Romney’s crazier talking points, will give a polite and academic reply, maybe with a hint of sarcasm. Molly Ivins, if she were still alive, would not only lampoon the argument with innumerable logical holes, but would not be afraid, after providing many examples, to publicly state the logical conclusion in personal and emotional terms. If she were alive, I imagine her response to Romney’s proposal to keep cutting taxes for the rich as a solution for reducing the deficit would include a colorful metaphor. (“He wants to take money out of his little daughter’s piggy bank so he can go binge drinking at the saloon down the street.”) Metaphors like this are hard to excise from your head, particularly when they ring true. It’s even harder when it defies common sense and you can tie the allusion to an ordinary experience.
The truth, if it can be turned to an issue that a common person finds of concern, can be devastatingly effective politically, provided it is given with the right emotional punch. If is doesn’t move you, then it won’t work. A political ad on Haiti policy, for example, might concern the one percent of voters who care about Haiti, but most don’t, so the money on such advertisements is largely wasted.
Perhaps the most devastating political ad of all time was the Daisy ad that Lyndon Johnson used against Barry Goldwater in the 1964 election. Why did it work? It worked because it combined a powerful truth with the inescapably devastating emotional consequences for everyone. Johnson portrayed himself as the sane person in the room who would avoid nuclear war. He didn’t even have to reference Barry Goldwater because the implication was obvious. Goldwater was on record as being trigger happy with the nation’s nuclear weapons.
What do people really care about most today? Principally they want a good paying job, but also a hopeful future. Issues like gay marriage animates a fringe, but only a fringe of the electorate. What will make independent voters’ spines shiver will be simple and concrete ads showing Mitt Romney’s disdain for the working class. There is plenty of material on the record to work with, including his statements that he hoped General Motors would go bankrupt. His work while leading Bain Capital is also rife with examples of working people being laid off or having their wages cut, such as at Staples, to line his pockets. Find a couple of indisputable examples, tie them to working people who experienced the wrath of his decisions, and such an ad is bound to hit the double whammy of both logical and have strong emotional impact.
Ultimately, bullies only hold power as long as the crowd lets them wield it. Political bullies are rendered powerless when they are ignored. It happened to Glenn Beck, it is happening to Rush Limbaugh and it happened most recently to Newt Gingrich, in most cases because they traversed a serious line or became a parody of themselves. Mitt Romney will use mostly surrogates for his bullying of President Obama. He will likely disclaim actions of surrogates when politically dangerous, such as a recent attempt by a PAC to resurrect the Jeremiah Wright controversy.
Democrats should concentrate forces on a half dozen or less key distinguishing issues that are emotionally charged and that appeal to swing voters. The Republican War on Woman, one of the few frames Democrats created that actually stuck, is one example. Why did it stick? It stuck because it was so obviously true and it is also helpful because the majority of voters in this country are female. The frames that will be effective must connect a candidate with a concern or fear that Middle America will find deeply disturbing and undeniably true.
Do this and the bully is rendered harmless.