The Self-Defeating Obama VP Text Stunt

At some point or another, every political campaign digs itself a hole, trips over its own feet and falls face-first into it.

In hyping its 'learn who the VP is via text message' stunt, the Obama camp has done just that.

"No other campaign has done this before. You can be part of this important moment," campaign manager David Plouffe breathlessly intones on the Obama for President site. Yes, and no other campaign has announced by semaphore either. And even if the delivery method is not his point, even if he is touting a "you are there" sort of reality TV vibe, turning the VP selection process into an "American Idol" moment is not what you want to do when the press and opposition are accusing you of being all flash and no substance.

Fine, send a text message. However, by overhyping the fact that you're doing so, you mistakenly associate the campaign with a methodology that, in many average, middle-aged and older minds conjures visions of disposable teenage gossip and participatory TV voyeur-fests. The logo imagery asking, "Who Will be Barack's VP. Be the First to Know," sounds distressingly like a "24" TV promo or a political subplot teaser on a daytime soap.

By turning what should be a tactical afterthought into a mainstage event, the Obama campaign is playing to its own weaknesses. Image is everything, and the whole point of McCain's "celebrity" angle is to rob Obama of his presidential-seeming dignity.

Touting the VP selection with stunt casting trappings does their work for them.

Comments

[PomoBohoHobo]

Sending text messages could be a great way to get out the vote among text-savvy young people (like me). I have to imagine that, on Super Tuesday, all the cell numbers on Obama's list will be getting text reminders to head out to the polls...

[ThursdaysChild]

Nonsense. He's keeping the youth vote engaged. If 18-29 year olds ever turned out in big numbers, it would tip the election. This year is the chance.

[SeanGardner]

Mr. Gaiter doesn't get it. And that's fine, as even many in the progressive movement and Democratic Party doubted his ability to revoilutionize politics, and energize young people.

Its too bad that Mr. Gaiter doesn't see that this is not only a way a reaching young people, but also those folks who don't have a "LAND LINE". Tens of millions of people in the this country have a cell phone as their primary phone, and most of the those folks are under 40: a clear Obama constituency.

This is brilliant. Period.

[djarvis]

I disagree with this post. There is nothing wrong with e-mailing or text messaging supporters with the name of Obama's running mate. It puts the people first in finding out the veep choice instead of the media and it symbolizes a populist theme. It gives people who supported Obama a feeling of importance in that they get to be the first to know.

[Leonce Gaiter - Huffpost Blogger]

Repeat. As I said in the post: send the email, send the text message - great. Just don't speak of doing so in language that makes you sound like the opposition's self-important parody of you.

[rich3324]

Heard McBush will send a telegram to his supporters concerning his VP pick.

[Stephen C. Rose - Huffpost Blogger]

I would be considered "old" by most save myself. So I take modest umbrage at the notion that I could not get my psyche around the technology. Yikes. What was I doing in 1980 except picking up my first computer and thrilled to the bone? The proposition involves email mainly and text messaging as an option.
This mode has been chosen.as a way of saying that we are the campaign and that we count as much as those typically high on the pecking order in the political world -- the increasingly clueless MSM and the big contributors. As a provocation this is excellent. As a valid statement of the issue it has some problems.

[QueenTiye]

Disagree. The press is surely on the text list and will be all over this - it's just a nice way to include supporters AND cull email /mobile phone numbers.

QT

[jvarga]

Its hard to campaign on change if you do everything "by the book" just like your 450 year old opponent.

[jeffhussein]

I disagree. This is all mostly under-the-radar stuff anyway; old folks will mostly miss the whole thing. Relax. Stay positive!

[justinmeister]

I disagree. For one, this is some extra free, positive publicity for the campaign, which is always good. Secondly, no one will remember this two weeks later. Thirdly, it gets more emails, numbers and names for the campaign to contact to drive up voter participation.

Seems like a win-win idea to me.

[KNadine]

Mr. Gaiter,
I think you're wrong. I'm actually excited about the idea of receiving the text message. Just like the constant emails I receive from the Obama campaign, I find it refreshing to know that as an individual I am connected to the campaign experience. In case you haven't noticed, this isn't your typical election and many of Obama supporters communicate solely from their cell phones or blackberrys. Just call me an Obama geek because I also collect every magazine he (and Michelle) are on. There is nothing wrong with being excited about this process. Go on - give in. You know you want to :)

[allonfla]

I love the idea! There are a lot of old-heads that watch American Idol.

[Leonce Gaiter - Huffpost Blogger]

All comments certainly prove that Obama is hitting his audience in the sweet-spot. And I repeat, it is a fine idea to text email his VP choice. I'm concerned with overhyping this as something semi-revolutionary, as if it's reinventing the wheel as opposed to simply using another available medium. It plays into the "Ain't we too cool" narrative with which McCain and the press have been belittling Obama.

Again, send the email. Just don't hype doing so in hyperbolic language that smacks of TV game shows.

[allonfla]

let them belittle him - the revolution will not be televised!

[mediamarv]

Mr. Gaiter;
Define "overhyping" for us. So far, the only place I have seen this story in depth is here on HuffPo.. I think I heard NPR give it a one sentence mention in yesterday's news. Hardly a big deal.
So where is the overhyping taking place??

[lea226]

Goodness Leonce, have some fun, we do.

We realize what it is but we still like it because we support our candidate. I got the email and it's their way to remind you it is time for a contribution. and give something back. How do you think they got here?