WASHINGTON -- A common complaint from Republicans friendly to Mitt Romney's campaign, but outside it, has been that the campaign has been knocked off message far too frequently, going back to the summer months.
The Democrats' attacks on Bain Capital were the beginning, the argument goes, and even announcing Rep. Paul Ryan (R-Wis.) as Romney's running mate took the Republican presidential nominee away from the jobs-and-economy focus.
Just in the last few weeks, the Romney campaign's message of the day has jumped around quite a bit, from foreign policy after the embassy attacks on Sept. 11, to China, to labeling Obama a redistributionist, to hitting the president for saying he can't change Washington "from the inside."
Romney senior adviser Ed Gillespie told reporters on Monday that "we're going to comment on the news of the day to the extent that it warrants a response from Governor Romney, but we try to keep it consistent with the larger message about the need for more jobs, more take home pay, and the contrast."
But on a broader plane, the Romney campaign's entire approach to the race has changed, from that of a referendum on Obama to a choice between the two candidates.
On Monday, Gillespie -- when asked by The Huffington Post -- admitted that there has been a shift, but said it is based off the prior messaging about Obama's record.
"We're going to continue to talk about the failures of the president's policies, but as I noted here, we're going to talk about that in a forward frame, in a forward-looking discussion about how four more years of the last four years is not going to be good for the American people. And so as we go into these first debates we do see an opportunity to put a greater emphasis on that choice," Gillespie said.
"So to a certain extent it is a change in message focus, the focus and the emphasis on the side of choice. But that choice is based on what we know about the president's performance in office, and his policies," he said.
Nonetheless, a choice election, rather than a referendum, is what David Axelrod and Obama's other top advisers have wanted and have pushed for going back to 2011.
The fact that the Romney campaign is playing within the Obama campaign's parameters, and seems to be pivoting to a different message or theme every few days, combined with the overall trend of the polls right now, is plenty of cause for concern among Republicans.
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"That's not the way I view the world. As someone who grew up in tough circumstances, I know that being on public assistance is not a spot that anyone wants to be in. Too many people today who want to work are being forced into public assistance for lack of jobs," Scott said in an email to <a href="http://thehill.com/blogs/ballot-box/senate-races/250157-sen-scott-brown-denounces-romney-comments" target="_hplink">The Hill</a>.
"He was obviously inarticulate in making this point," Ryan <a href="http://www.huffingtonpost.com/2012/09/18/paul-ryan-mitt-romney-video_n_1895403.html" target="_hplink">said</a> during an interview with a Nevada television station.
"This could be the opportunity for Romney, and for that campaign, to finally take the gloves off and take the fear off and just start explaining conservatism, start explaining liberty to people and what it means," <a href="http://www.huffingtonpost.com/2012/09/18/rush-limbaugh-mitt-romney_n_1893882.html" target="_hplink">Limbaugh said</a> Tuesday. "And explain that they don't need to be in that 47 percent. There's no reason for them, for everybody to be -- essentially having given up on their future in this country. There's no reason for it. This is, to me, such an opportunity to espouse conservatism."
"Mitt Romney probably could have better explained himself. I think he was a little clumsy in doing this," <a href="http://thehill.com/video/house/249975-rep-allen-west-romney-a-little-clumsy-with-47-percent-comment" target="_hplink">West said</a> on Fox News.
"Sure, there are some government programs that cultivate patterns of dependency in some people. I'd put federal disability payments and unemployment insurance in this category. But, as a description of America today, Romney's comment is a country-club fantasy. It's what self-satisfied millionaires say to each other. It reinforces every negative view people have about Romney," <a href="http://www.nytimes.com/2012/09/18/opinion/brooks-thurston-howell-romney.html?ref=davidbrooks" target="_hplink">Brooks wrote</a>. "He's running a depressingly inept presidential campaign. Mr. Romney, your entitlement reform ideas are essential, but when will the incompetence stop?"
"It remains important for the country that Romney wins in November (unless he chooses to step down and we get the Ryan-Rubio ticket we deserve!). But that shouldn't blind us to the fact that Romney's comments, like those of Obama four years ago, are stupid and arrogant," <a href="http://www.weeklystandard.com/blogs/note-romney-s-arrogant-and-stupid-remarks_652548.html" target="_hplink">Kristol wrote</a>.
"He has to not apologize, because we've seen enough apologizing already, and he cannot apologize," <a href="http://thehill.com/video/campaign/249993-trump-romney-cannot-apologize-for-inartful-comments-at-fundraiser" target="_hplink">Trump said</a> on NBC News. "What he said is probably what he means." Trump also said that Romney's words were "inartfully stated."
"The Romney campaign should double down on what he said. They should own it. The trouble for the left and media (but I repeat myself) is that most Americans agree with Mitt Romney. Most Americans consider themselves part of the 53% and it is not a winning proposition for Barack Obama to convince Americans they are less than they think they are when most Americans already recognize he has made them less than they were," <a href="http://www.redstate.com/2012/09/17/treat-the-press-as-enemy-collaborators/" target="_hplink">Erickson wrote</a> in a blog post on RedState.com.
"[Romney] believes that every American has got to have skin in the game...he doesn't want what the president wants," <a href="http://www.politico.com/blogs/burns-haberman/2012/09/christie-romney-wants-to-empower-people-135893.html" target="_hplink">Christie said</a> on Fox News, adding that Romney wants to "empower individuals...and that's what he's really talking about."
"The idea that you're declaring, 'Well, the race is over. Mitt Romney doesn't care about people,'" <a href="http://www.mediaite.com/tv/laura-ingraham-fired-up-over-romneys-47-tape-its-ridiculous-this-is-getting-airtime/" target="_hplink">Ingraham said </a>on Fox News. "Meanwhile, you have a president whose policies have undermined the 47 percent. ... I'm very pumped up about this. I think it's ridiculous that people are seizing on it and that we're even giving all that much airtime to it, frankly."
"I disagree with Governor Romney's insinuation that 47% of Americans believe they are victims who must depend on the government for their care. I know that the vast majority of those who rely on government are not in that situation because they want to be. People today are struggling because the government has failed to keep America competitive, failed to support job creators, and failed to get our economy back on track," <a href="http://www.lindaforsenate2012.com/news/press-releases/2012/09/18/linda-mcmahon-response-to-mitt-romneys-remarks/" target="_hplink">McMahon said</a> in a statement.
"To read many of the reactions on Twitter, you'd think Mother Jones had just found video of Mitt Romney strangling a hooker with her own pantyhose," <a href="http://www.nationalreview.com/corner/322394/quick-thoughts-freeloaderdammerung-jonah-goldberg" target="_hplink">Goldberg wrote</a>. "Indeed, many people understand what Romney is getting at here, even if he's saying it badly."