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James Zogby

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Romney: Going Negative, Subtly

Posted: 05/26/2012 8:55 am

Republican presidential challenger, Mitt Romney was given credit last week for refusing to endorse a proposed ad campaign that sought to link President Barack Obama with the controversial sermons delivered by his former pastor Jeremiah Wright. In doing so, Romney appeared to be demonstrating the same streak of decency that wouldn't allow him to join in with the silly "birther" cabal, or the "Islamophobic" hysteria when these tendencies were all in vogue.

So far, so good. But before pinning any medals on Mitt Romney, it is important to note some worrisome signs indicating that he and his campaign may have opted for a more subtle approach to establishing the "otherness" of Barack Obama.

The more ham-fisted approach was used in 2008 by then vice-presidential candidate Sarah Palin. It was both divisive and a failure. Beautifully cataloged by radio and TV personality, Bill Press, in his new book, The Obama Hate Machine, the GOP and their media echo chamber engaged in a multi-pronged assault against Obama in an effort to paint him as "radical," "foreign" and "different than the rest of us." He was "Muslim," "associated with terrorists," "of foreign birth;" a "Black militant," "not a loyal American," or a "Marxist" -- all of which Press termed "the 'othering' of candidate Obama."

Republicans failed to defeat Barack Obama in 2008. But their efforts did leave a deep residual mistrust of the President. For example, recent polls show that an average of 40 percent of Republican voters in Southern states do not believe that Obama was born in the United States (and is, therefore, ineligible to be president) and more than a quarter of all Republicans still believe that Obama is a Muslim.

There was also a more subtle approach to establishing the "otherness" of Obama, and it had its roots in the 2008 Democratic primary. A memo prepared back then by Hillary Clinton's campaign manager, Mark Penn, pointed out the "diverse multicultural background" of her opponent, suggesting that "it exposes a very strong weakness for him -- his roots to basic American values and culture are at best limited. I cannot imagine Americans electing a president... who is not at his center fundamentally American in his thinking and values."

Based on this assessment, Penn then asked, "How we could give some life to this contrast without turning negative?" And he answered his question with the following advice:

"Every speech should contain the line you were born in the middle of America... and talk about the... deeply American values you grew up with... Let's explicitly own 'American' in our programs, the speeches, and values. He doesn't. Make this a new American Century, etc... Let's add flag symbols to the backgrounds."

While candidate Clinton rejected this approach, her surrogates, at times, did not. In any case, this Penn memo proposing a more subtle "othering" of Obama appears now to have been picked up by team-Romney in 2012.

Earlier this week I received a mass fundraising mailer from the Romney campaign. It included a glossy full color photo of the candidate in wrinkled jeans and wind-breaker, standing in front of a weathered barn emblazoned with a massive American flag. Under the photo was written:

"James,


Thank you for believing in America as much as I do...this is a moment that demands we return to our basic values and core principles.

Mitt Romney"

The fundraising letter that accompanied the photo featured, on just its first page, in only 15 lines of text, the words "America" and "American" 10 times. The letter began: "I believe in America... I believe in the American Dream. And I believe in American strength." And continued: "This election is a battle for the soul of America." It concluded by asserting that this campaign is "to reclaim America for the people."

While only a touch more subtle than the rejected "paint him with the Jeremiah Wright is a radical brush," the net effect of this Romney mailing is the same. In case you missed the point: Mitt Romney is the "real" American; he is the one who believes in "American values;" and he alone is fighting for the "soul of America."

And the subtext of the message, in case you missed that: Obama is different; he's not like "us;" his ideas are foreign; and he and his supporters believe in values that are un-American.

So while claiming to be the higher road, this GOP approach invites the same conclusion and opens the door to same bigotry that has for four years now tarnished our national discourse.

This election can be about many things. It can be about approaches to job-creation, or philosophies of governance, or character, or even qualities of leadership. But in a time of great national stress, faced, as we are, with a struggling economy and an unsettling and rapidly changing world, what this election debate should not be about are subtle or not so subtle digs calling into question the "patriotism" or "otherness" of the incumbent.

 

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07:04 AM on 05/29/2012
Obama is negative from day one...outing private donors...crticizing Bain..and numerous other examples from the Left go unmentioned...Obama can only attack since he has zero to run on..face it, Obama is a failure and should be sent back to hawaii..
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Giggie
06:54 AM on 05/29/2012
Exactly what is the core of "American" values, that makes you worthy....hard working, strong, independent??? Okay, what about the characters that are weak, vulnerable, maybe need some help.....are they un-American? Does America deny it's other half, throw them under the bus if they don't measure up? A house divided cannot stand, everyone has to be together in this, remember the inscription on the statue of liberty.
06:31 AM on 05/29/2012
What exactly are the basic values and core principles of mormonism?
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Paperless Tiger
12:39 AM on 05/29/2012
SP was always so cute trying to say Obama "isn't like us." He always sounds so mid-western and thoughtful when he talks, and she sounds like a rather flighty Canadian. It just didn't work.
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HUFFPOST SUPER USER
Fireslayer
12:24 AM on 05/29/2012
Has anyone done a study on just how injurious to the collective national psyche is the Republicans with their endless sliming, swift boating, stealth bigotry and whinny dissatisfaction, not to mention shrill congenital hyperbole regarding any and all events related to the Obama Administration?
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Giggie
06:59 AM on 05/29/2012
There is no way to quantify something like that. I feel that they have hurt their own brand more than anything. The election will indicate more than anything else, what the result of their efforts produced. My sense is that hard core republican tea party states will stay that way, but the rest of the country will stay away from them, and hopefully, keep them sufficiently marginalized.
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Fireslayer
12:08 AM on 05/29/2012
The neo-nebulus naboobs of negativity, to paraphrase William Safire, are the Republicans.

Having not had any original ideas in years, the party of No has nothing but the blind hatred of Barak Obama to unite it. That and its sub-silencio bigotries.

Republicans say they are not racists. But they are allied with racists.

Republicans say they are not anti-latino. But their anti-immigrant meme is disguised hostility to hispanics.

Republicans say they are not homophobic. But their strongest wing in their coalition are the "Family Values" bigots who are clearly homophobic and probably the other two as well,

It is nice to be a Republican, they can have your prejudices validated without troubling themselves to come out and give them voice.
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USA FIRST1
10:40 PM on 05/28/2012
If it wasnt for the corporate owned msm channels propping him up no one would even know who Romney was or care about whether or not hes running for Commander and Chief of the Military. The truth will come out in Tampa.
08:30 PM on 05/28/2012
"...opted for a more subtle approach to establishing the "otherness" of Barack Obama."

You mean more subtle racism than usual?
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OleLadySquawking
'Trickled' on since 1987!
07:06 PM on 05/28/2012
I remind my born again and beer drinking acquaintance every chance I get that you can't get any more "other" than Mitt Romney, who doesn't drink alcohol nor will he be using the Bible to take the oath of office. And he grew up in the bubble of wealth and a protective religion to boot.
08:44 PM on 05/28/2012
So, Romney won't use a bible to take oath, eh? Of course he will. Mormons take the bible as seriously as the rest of the religious nation. They just have special access to the sacred appended text - that's all.

BUT - you do illustrate how easy it is to dismiss a candidate from biased preconceived notions based on religious bigotry. Thanks for the reminder.
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Paperless Tiger
12:31 AM on 05/29/2012
Americans are unlikely to elect a holy-roller of any stripe, and Romney is a Bishop. Nobody cares what denonmination.
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lifeseed
Reality Is An GOP Illusion
03:02 AM on 05/29/2012
Sacred Appended Text, If you took the bible serious why do you need a sacred appendix, because you know as well as I do that what you just wrote is not true!
madame48
NO..it's a gop Cookbook !Tempus edax,homo edacior
06:21 PM on 05/28/2012
I just do not understand why any thinking, , non-pathalogically selfish, person with an 8th grade Cosmology level, would choose a man to run the country, a man who believes that when he dies he will become a GOD of his very own PLANETand that he will will have endless celestial sex to create spirit babies to populate said planet....what is the matter with people?
09:38 PM on 05/28/2012
I know. I hear some people actually think they have souls that simply do not decay from biological death. So weird! They think they have super powers to defy death. What IS the matter with people?
madame48
NO..it's a gop Cookbook !Tempus edax,homo edacior
06:57 PM on 05/31/2012
yes...what a bunch of ignorant crap
04:26 PM on 05/28/2012
Romney has no ideas. He just attacks Obama.

Any American stupid enough to vote for Romney is simply . . . stupid.
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chosenson
You can't handle the truth!
02:35 AM on 05/29/2012
They voted for Dubya twice.
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TexasMike
No False Equivalence Here
07:50 AM on 05/29/2012
Thanks mainly to one issue amnesiac independents.
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bvbklyn
12:27 PM on 05/28/2012
the other of america are the gop who are so threatened by anyone different than themselves that they are insular and backward thinking. the world is increasingly diverse...go anywhere europe, asia
and you will find immigration changes as we speak. most upwarding mobile people are interested in the world, education and culture...the gop appeals to fear, manipulation and nostalgia...nostalgia of a past deeply flawed by a profound bias and class system.
thebigbike
ran away to be a cowboy
12:18 PM on 05/28/2012
well I'm the son and grandson of American career military veterans and a veteran myself, never did get rich from it, but I spent a lot of years outside the US as a kid. When my father was stationed overseas by the Army. Does that make me less of an American? There's a lot more Americans who don't have a couple of cadillacs a $150,000 horse and planning an elevator for cars and - well not quite sure how many homes -- than do have those things. Who's the American?
madame48
NO..it's a gop Cookbook !Tempus edax,homo edacior
06:23 PM on 05/28/2012
I have a family full of veterans...liberal democrats ALL who know the gop is ONLY for rich. their unending pursuit of accumulation of wealth is driving our nation to decline, and they don't care...and they don't SERVE
michty6
Looking for facts and truth not ignorance and lies
11:54 AM on 05/28/2012
Well he can't run on his own record because his business 'experience' is basically firing people and going through bankruptcy and his Governor experience is the reason why latest polls show Obama has a 25 (yes TWENTY FIVE) point lead in the state where he was Governor. Finally his offering to the country is 'lets go and do what Bush did'. So when you have nothing to offer you have to go negative.
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chosenson
You can't handle the truth!
02:41 AM on 05/29/2012
Obama leads Romney 20+ points in Massachusetts

http://www.realclearpolitics.com/epolls/2012/president/ma/massachusetts_romney_vs_obama-1804.html
michty6
Looking for facts and truth not ignorance and lies
11:06 AM on 05/29/2012
Yup the latest poll was the Suffolk/News one which was 25 points. But yes the spread is 21.8 which for his home state where he was Governor tells you a lot about Mr Romney. It is pretty rare for a Presidential candidate to lose their home state, on these figures he will be destroyed in his home state...
10:11 AM on 05/28/2012
If Romney would like to do a good thing for this country. He should shape up Boehner and his Tea Party bunch.
dentonm6