So much is striking about this election season, but to me nothing is more extraordinary than the powerful linguistic battle being waged by Dean to recapture the language of our political culture.
The story of the GOP used to be, "How did they do so much with so little?" During the five Republican presidential wins from 1968-1984, the GOP never had better than 11% deficit in national party registration, never came marginally close to a House majority, and couldn't hold their slim Senate majority for long.
But the GOP had a near lock on the Whitehouse during this period -- and from that toe-hold were able to forge a policy consensus amoung their congressional delegation, cultivated strong new candidates, established well-funed policy think-tanks, adapted to governing (effectively) from the minority/veto, and generally chipped away at the Democratic lock in the congress.
I think this is because the Republicans forced the public discourse to be waged on their ground: Taxes, defense, communism, socialism, morality, liberalism, crime, quotas, abortion, guns, fiscal responsibility -- on and on -- turning these issues one by one on the Democrats -- so confusing the electorate that we lost our ability to communicate effectively to the nation, and to our own constituents.
Ultimately, the GOP was able to rhetorically define us on every major issue, and we gradually lost our national consensus to govern.
Their ideas weren't better, but their strategy was far superior. The GOP has been masterful at combining various linguistic memes into powerful uber-notions. Such as:
- Defined tax-cuts as a moral issue in a vague defense of liberty.
- Convinced middle-class and working poor that tax cuts for the rich creates jobs and balanced budgets
- Won the support of northern labour-union males and southern democrats (Reagan-Democrats) despite waging economic war on their interests -- simply because he was 'tough' on communism/foreign policy.
- Equated the Democratic Party with foreign policy weakness. Incredible considering Vietnam, WWI, WWII were wars largely entered into despite broad-republican opposition.
And the GOP successfully:
- Defined liberalism as a form of moral weakness. Permissive, soft-on-crime, anti-competitive, etc.
- Defined quotas as legally un-just, despite the legacy of slavery and Jim Crow
- Defined free-trade as benefit to workers, despite hemorrhaging manufacturing jobs
- Defined universal health-care as an assault on liberty.
- And on it goes.
As usual, facts had little to do with their strategy. But the "fiscal responsibility" meme was the keystone for the GOP. The electorate indulged the GOP with a wide array of moral/social issues because, I argue, the GOP best defined themselves as the party to be "trusted with the people's money."
Now, suddnely, we're ripping back fiscal-responsibility high ground, and we're waging a linguistic battle to equate economic justice with fair tax-policies and trade policies. Many Conservative Democrats wrongly assume that foreign policy is the lynch-pin in the GOP rhetoric machine -- that they've been "McGoverning the shit out of us" since 1972. But since the recent Neo-conservative coup over GOP foreign policy, Bush foreign policy has quickly evolved into a complex moral issue rather than just simple, easy-to-communicate issue of 'keeping America safe' -- and thus the GOP has left themselves open for attack here. And better yet, this moral foriegn policy is being conducted in a vacuum of sound fiscal policy.
Without a strong, conservative fiscal policy, Bush is positioning himself as a moral crusader conduct both national and international social engineering (another meme for us to reclaim) -- who regards winning moral policy at the expense all else. If this campaign shapes up to be one where the GOP is left only with social issues, we can win, and perhaps more than just the White House. But we have to exploit this to the hilt.