Taking It To The People

There has been a lot of buzz today that Barack Obama is going too far with his thirty minute television commercial. Reporters have speculated about whether it shows Obama's arrogance, or extravagance, and if this move is just overkill. Will Americans react badly to thirty minutes of Obama? Why is this necessary?

We should not be so quick to dismiss what Obama is doing. We must first remember that Obama's tactic is nothing new. There is precedent for candidates to purchase national television airtime at some point in the election cycle.

There are some famous examples. During the Republican primaries in 1976, Ronald Reagan, who had gone on the national airwaves in 1964 to support Barry Goldwater (as had Richard Nixon and Hubert Humphrey in 1968 with their own campaigns), purchased time so that he could rail against the foreign policies of President Gerald Ford. Reagan's 1976 commercial was crucial to persuading some Republican voters in key primary states that Reagan, and the conservative movement, offered a superior vision of America's role in the world. Independent candidate Ross Perot used this tactic as well in the 1992 election, relying on television to counteract the power of the two-party establishment and to give himself the time to make arguments about the threats from deficits and free trade.

Though the show will be slickly packaged and carefully staged, there are benefits to this kind of program in the modern age. Most important, it offers candidates the opportunity to make their case directly to the voters and with a substantial block of time. Rather than hearing about the candidates through reporters and pundits, or relying on shallow thirty second spots, the half-hour show offers the opportunity for more substance.

Even with the countless hours of television coverage, we hear less from the candidates themselves. Some will remember how during this year's political conventions, most of what viewers saw were reporters talking about the convention rather than the convention itself. At one point, James Carville was lamenting the quality of the speeches by Democrats. Yet they had to trust his analysis since they saw more of him than the speakers. The average sound bite for political candidates has steadily diminished since the 1960s, falling from 43 seconds in 1968, to 9.8 seconds in 1988 to 7.8 seconds by 2000. Reporters took up more and more airtime. Newspapers devote less and less time to the actual words of the politicians.

We should recognize that tonight's commercial is part of a tradition, and is a potentially healthy antidote to today's media environment. Indeed, we might use this as the basis for bringing campaign finance reform back onto the agenda and thinking about whether the federal government should fund air time for both candidates--or require the networks to give them time for free--so that they can spend some time directly with the voters, letting Americans decide, on their own, what they think.

Julian E. Zelizer is a professor of history and public affairs at Princeton University's Woodrow Wilson School. He is the co-editor of "Rightward Bound: Making America Conservative in the 1970s" and is completing a book on the history of national-security politics since World War II, to be published by Basic Books.

Comments

[MPeter]

Great article. Obama is bang-on. After months and months of being skewed by bogus reporters and spinners, it is a great idea that Obama spoke directly to the voters. We have seen Blitzer, Gibson, Brokaw, Stephanopoulos and all the egomeniacal blowholes on TV feed us garbage. They score the winners and losers and use some of the most questionable standards to detrmine this. So, let them go to hell. This was a great idea. We do not need them!

[Bluedanube]

The phony "Reagan Revolution" is dead! No more trickle down! No more lobbyists writing legislation. This is the end of Republican deception. Something that describes conservative ideology and McCain's campaign.

http://au.youtube.com/watch?v=QHFK1yKfiGo

[bioluminescence]

I think your assessment is right on. Collectively, the media seems far more interested in its own views and theories than anyone else's, even if those anyones happen to be running for the presidency of the United States. Senator Obama's greatest skill is the ability to convey a clear, integrated sense of himself and his vision in a digitized age that seeks to break him into bits, blogs and sound bites.

[shaytoonee]

It was EXCELLENT! It was very well done....It will not back fire bc it wasnt made abt him it was all abt the american ppl and the american dream. so no it wont back fire..

it was fabulous and well money spent... even if it doenst move voters...im sure it solidified the base and some who were not too sure abt him but are voting for him anyways.

[JoeSausage]

Infomercial? American Democracy™, reduced to the status of the Thigh Master™ and the Ginsu Knife™? Yours for only $19.95! Having just watched what might have been the best piece of political theater in this whole election cycle, the media and it's pundits might want to reframe that Republican talking point. Obama wasn't out there selling snake oil or moose jerky. He was out there making a case for America's future. It was the best closing argument a candidate could possibly make. Reducing it to an "infomercial" is cheap. Obama should be applauded for setting a new tone and direction in American politics.

[CubanVoice]

I'm with you!

[Lionsden]

I'm thinking this speech will backfire. What could be more "American" as apple pie or baseball? How about disapproval of politicians who won't leave us alone, even during our amusements?

What kind of miscalculation might this be if it seems to imply that viewers of the World Series are at this time are unaware of Obama's ideas and opinions? Who could be unaware of Obama's opinions after spending nearly half a billion dollars promoting them? It looks like democrats are telling these viewers that they are too stupid to know what is going on.

Much has been said about McCain being out of touch with the American people. Doing this speech at this point looks very out of touch.

[Bluedanube]

Here's something that describes John McCain's campaign. You can hang in there for a few more days but for all intents and purposes..................http://au.youtube.com/watch?v=QHFK1yKfiGo

[Vickster]

Let's bring back the Fairness Doctrine too!

[bowseat93]

I'll tell you what. I'm a member of the choir, so I didn't need to be convinced. But now that we're 28 minutes into this, I couldn't be happier if my donations to the campaign helped finance this. Yes we can!

[MPeter]

I am watching and listening to Obama, the so-called infomercial. Boy, this is just amazing. This guy is great. It is a fantastic deal closer. Obama is an amazing man. America, wake up. You screw this up and you wiill rue the day.

This man is something special..REALLY special.

[6olddogs]

Too bad he couldn't be bothered to also have it available on line for those of us who chose not to waste $40 - $50 a month on cable or satellite TV just to be "entertained" but instead wish to put our limited discretionary funds toward the cost of high speed internet service.

[imikedaman]

We don't have Cable TV here, but we still found the show on multiple channels. You can get FOX on antenna. Just watch it on Hulu later tonight or tomorrow.

[imikedaman]

Oh wait, it's on Barack Obama's YouTube account:
http://www.youtube.com/watch?v=GtREqAmLsoA

[Marlys]

Don't worry sweetie. I am sure you will be able to see the ad in it's entirety within hours.

I don't have cable but it was on basic tv. I urge you watch it it is so inspiring and for anyone who had any questions about the direction he will lead us I am sure your questions will be put to rest.
He is a once in a lifetime find for a leader! We are so blessed that he has come upon us at such a critical time in history.
With God there are no accidents. We have been blessed!!!!