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Posted Monday, May 12, 2008 9:32 AM

NEWSWEEK Must-Read: The Coming Onslaught Against Obama--and the McCain Camp's Response

Andrew Romano

In this week's mothership magazine cover story, "The O-Team," Richard Wolffe and Evan Thomas report on how Barack Obama's campaign has (almost) won the fiercest Democratic primary clash in recent history--and how his aides plan to battle the coming GOP onslaught. Below, I've excerpted what I consider the most intriguing passage: a description of the 527 attack Obama can expect to face, and an admission from a McCain staffer that "it's going to be Swift Boat times five on both sides." Apparently, top McCain aide Mark Salter found the passage intriguing as well--and complained Sunday in an email to NEWSWEEK editor Jon Meacham. "The characterization of Republican presidential campaigns as nothing more than attack machines that use 527s and other means to smear opponents strikes us as pretty offensive," he wrote. Salter makes a point worth debating: that Evan and Richard proceeded under the "biased" assumption that Republican campaigns (more than their Democratic rivals) have "won elections and will try to win this one simply by tearing down through disreputable means their opponents." Is the true, historically? Do Evan and Richard, rightly or wrongly, actually accept this construct as if it were objective? Does the "other side use the same tactics, with no opposition" from the press? Or are Salter's cries of "media bias" simply a political strategy meant to simultaneously dissociate McCain from the coming attacks--while giving him an excuse not to shut them down? Read on. The comments are all yours.

From "THE O-TEAM," by Richard Wolffe and Evan Thomas:

It's easy to see how the presidential campaign could swiftly descend into tit-for-tat name-calling. Obama's advisers insist that the race will be about the big issues because there are stark contrasts between the candidates on Iraq and the economy. But if McCain thinks he can't win on those issues—if the war remains unpopular and the Bush downturn goes on—he will be sorely tempted to run down his opponent. The McCain campaign is now poring over Obama's record, looking for weaknesses that can be exposed without race-baiting or hitting below the belt. They want to brand Obama as a "superduper liberal who is out of the mainstream," says one McCain adviser who did not wish to be identified discussing internal campaign strategy.

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A campaign insider who declined to be identified for the same reason says McCain aides are studying a private, 52-page dossier, compiled for the aborted 2004 campaign of Illinois Republican Senate candidate Jack Ryan (slated to be Obama's opponent until disclosure of some embarrassing records related to his divorce forced him to drop out). The dossier, a copy of which was obtained by NEWSWEEK, brands Obama as "in favor of coddling sex abusers" and "shamefully soft on crime and drugs." It hits, for instance, Obama's vote in 2001 against a GOP-sponsored measure to toughen penalties against "gangbangers," pushed after a particularly brutal gang killing in Chicago. Charlie Black, McCain's top strategist, tells NEWSWEEK he had not personally reviewed the Ryan dossier, but saw no problem with using Obama's votes on justice issues in the Illinois Legislature. "What's wrong with that?" he says. (An Obama spokesman says the criticism in the dossier was "long ago debunked," and that the candidate "is supported today by law-enforcement officials across Illinois and the nation.")

McCain's top aides include some veterans of past Republican attack campaigns, like campaign strategist Steve Schmidt, who was in charge of rapid response for Bush-Cheney '04, and Black, whose experience goes all the way back to the campaigns of right-wing Sen. Jesse Helms of North Carolina. John Weaver, McCain's former chief strategist who resigned from the campaign last summer but keeps ties to McCain, suggests that McCain could try to block low-road smears. "He could say, 'If any major donors or political operators do that, then you will be persona non grata in my administration'," says Weaver. But McCain himself has said that he will not "referee" between various independent groups who always want to have their say in presidential campaigns. (The model is the notorious Swift Boat Veterans for Truth who unfairly but effectively questioned John Kerry's war record in 2004.) Black tells NEWSWEEK McCain was powerless to stop the "527s," named after the provision of the tax code that covers political expenditures by nonprofits, from running attack ads on their own. "Look, there's nothing we can do about the 527s," says Black.

Another McCain adviser, who asked for anonymity discussing internal campaign strategy, bluntly warned: "It's going to be Swift Boat times five on both sides … The candidates will both do their best publicly to mute it. But in a close race, I don't see how to shut that down." Indeed, two of the most experienced attack artists are already gearing up. Floyd Brown, who produced the infamous "Willie Horton" commercial that used race and fear of crime to drive voters away from Democratic presidential candidate Michael Dukakis in 1988, produced an ad before the North Carolina primary accusing Obama of being soft on crime. He tells NEWSWEEK that Obama is "extremely vulnerable" to questioning about his ties to Chicago fixer Tony Rezko, who has been indicted for political corruption. (Obama is not linked to any wrongdoing.) Another target is former Weather Underground member Bill Ayers, whose association with Obama will remind voters of bomb-throwing student radicals of the 1960s. "There's plenty of stuff out there," says Brown. "I'm kinda like in a candy store in this election."

Then there's David Bossie, already deep into a mudslinging campaign against Obama through a political organization called Citizens United. Bossie is planning a widespread DVD release of a documentary that will portray Obama as a "limousine, out-of-control leftist liberal … more liberal than [Vermont Sen.] Bernie Sanders, who is a socialist," Bossie tells NEWSWEEK. McCain has little leverage over Bossie, who has run ads attacking McCain as too liberal in the past.

It's possible that aiming low will backfire. In the recent special election for a solidly Republican House seat in Louisiana, the national GOP ran an ad tying the Democratic candidate, Don Cazayoux, to Obama and his allegedly "radical agenda." The Democrat won—taking away the seat from the Republicans for the first time in 33 years. The result was "a sharp wake-up call for Republicans," declared former GOP House Speaker Newt Gingrich. "The Republican brand has been so badly damaged that if the Republicans try to run an anti-Obama … anti-Reverend Wright campaign, they are simply going to fail," Gingrich wrote. "This model has already been tested with disastrous results."

Maybe so, but desperate times can call for desperate measures. With his huge Internet network of donors, Obama can raise much more money than McCain. The Republicans will need those independent expenditures to try to keep up, no matter how distasteful the attack ads they buy.
 

FROM SALTER'S EMAIL TO NEWSWEEK:

A useful way to read the piece would be to try to imagine you were a Republican reading it.  The characterization of Republican presidential campaigns as nothing more than attack machines that use 527s and other means to smear opponents strikes us as pretty offensive.  Is that how Ronald Reagan won two terms?  Do they really think other Republican presidential candidates were elected because they ran dirtier campaigns than their opponents? Or could it be that they were better candidates or ran better campaigns or maybe more voters agreed with their position on important issues?  From the beginning of their article, Evan Thomas and Richard Wolffe offered a biased implication that Republicans have won elections and will try to win this one simply by tearing down through disreputable means their opponents.  You can see why many Republicans and voters and our campaign might take issue with that.
 
Suggesting that that we can expect a whispering campaign from the McCain campaign or the Republican Party about Senator Obama’s race and the false charge that he is a Muslim is scurrilous.  Has John McCain ever campaigned that way?  On the contrary, he has on numerous occasions denounced tactics offensive tactics from campaigns, 527s and others, both Democratic and Republican. By the way, which party had more 527 and other independent expenditure ads made on its behalf in 2004?  It wasn’t us.  
 
By accepting the Obama campaign construct as if it were objective, Evan and Richard framed this race exactly as Senator Obama wants it to be framed – every issue that raises doubts about his policy views and judgment is part of a smear campaign intended to distract voters from the real issues at stake in the election, and, thus, illegitimate.  And even if Senator McCain might not be inclined to support such advertising, if he can’t stop them from occurring then he will have succumbed to the temptation to put ambition before principle.  How this notion could appear credible after MoveOn, the AFL-CIO and the DNC launched negative ad campaigns weeks ago, and after leaks from the Obama campaign that they would soon start running negative ads against McCain, is mystifying. When a conservative talk show host emphasized Senator Obama’s middle name, Senator McCain immediately denounced it himself in the strongest possible terms.  When a left wing radio host called Senator McCain a “warmonger;” when Senator Rockefeller disparaged Senator McCain’s war record; and when Howard Dean consistently accused Senator McCain of corruption, dishonesty and various other smears, the response from the Obama campaign has been either silence or a spokesperson releases an anodyne statement saying they don’t agree with the characterization.  

... 

Senator McCain is not going to referee ads run by groups outside our control.  The other side has no intention of reciprocating and has shown every inclination to tolerate and even encourage such attacks against us.  Of course, he will denounce any use of race or calumnies against his opponent by anyone.  But he won’t play traffic cop anymore.  The other side uses the same tactics, with no opposition from the Obama campaign that I have seen.  Also, were he to do so and be unable to discourage independent expenditures run by people who have no relationship with him or our campaign, (and, in some cases, had previously run attacks against him) the Obama campaign will denounce him as a phony or weak.  If Evan and Richard’s piece represents a general attitude among their colleagues, the press will agree.  

...

Without a trace of skepticism, your reporters embraced the primary communications strategy the Obama campaign intends to follow:  any criticism of their candidate is a below the belt, Republican attack machine distortion that should discredit the authors. And any attempt by our campaign to counter that suggestion will be dismissed as a rant.  The other day, Senator Obama noted that Representative DeFazio’s accusation that Senator McCain was up to his neck in the Keating 5 scandal was a legitimate line of attack, despite the fact the Senator was largely exonerated by the Senate Ethics Committee, whose special counsel declared he had been kept in the investigation only because of his party affiliation.  Were we to raise the Rezko matter, their campaign would accuse us of distracting voters with a low blow by making more of a “flimsy relationship” than the facts warranted. Evan and Richard, I feel certain, would agree.  
 
The McCain campaign will keep to the high standards of political debate Senator McCain demands of us.  The Senator will not tolerate unfair attacks by anyone on our campaign.  We won’t, however, abide by rules imposed on us by our opponents, and which pertain only to our campaign and not theirs, even if they manage to get reporters to call the deal fair.
 
Thanks for hearing me out.  

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Member Comments

Posted By: meganrcassidy (May 21, 2008 at 12:26 PM)

I thought this article by Leslie Singer offered up some great insight on the topic:

I Knew Jack Kennedy and You’re No Brand!

Leslie Singer

Voters’ ears are replete with news reports betraying the media’s desire to attach brand equity to our current slate of three presidential candidates. Well, I have some bad news for you—the current slate of candidates has yet to promulgate any distinctive branding, not in the way say a Jack Kennedy or a Ronald Reagan projects brand equity.

Brands are iconic; they are far more than ethereal fads or trends. Jack Kennedy was the scion of a family brand, and his surname was rich with iconography. Icons are about rituals, legacies, and a voice that keeps resonating long after they pass. Kennedy is about Hyannis Port, touch football games, hair blowing on a sailboat, PT-109, a rocking chair in the oval office, a handsome face that informs a sense of aesthetics to sensory branding. Though he was a well-known womanizer, even Kennedy’s dalliances were part of the brand fabric. Kennedy’s memorable Cold War “Ich bin ein Berliner” speech is legendary, not just for the fact that his snowclone was a misstatement and actually meant “I am a jelly doughnut.”  Kennedy lives on as an icon in our cultural fabric—and he has been dead since 1963.

Reagan had brand equity through and through. A Hollywood B-movie star, he was a hero in the movies and would become a hero on the world stage. His lifelong nickname, The Gipper, came from his film role as George Gipp in Knute Rockne, All American. When Reagan stood up to the Soviet Union, he certainly won one for the Gipper. Without flinching, the Russians blinked, and the rest is history as the walls came tumbling down in the breakup that followed. The label “Reaganomics” has worked itself into our vernacular and the words “tear down that wall” will live in infamy.

And like Kennedy, Reagan had an aura of the virile American. He looked good on a horse and comfortable with a gun and, unlike, Kennedy even looked good on the big screen. He resonated a masculine power in his blue jeans and flannel shirt, with the love of his life on his arm. This is the stuff that icons are made of and create brands that are true.

Today’s slate of candidates has yet to develop a brand conscience in the minds of voters. McCain certainly owns his space representing the heroism of the Vietnam era, albeit he is not a brand. Hillary seems to permeate with a “More of the Same” message when compared with Obama. But neither of them are a brand. If anything, time will tell if there will be a “Brand Clinton.” If there is, it will be in tribute to Bill—Hillary will get the residue of the label. For his part, Obama may be closer to resonating with the voters as “Brand Hope.” His unflinching message of Change is idealistic in a way that is fresh and new. If he stays on target and goes head to head with McCain, the articulation of “Brand Hope” may galvanize the American voters to land him in the White House. But to call any of them a “brand” is mistaking the meaning of the word. They are “candidates”—a mere moment in time on the radar screen of our political arm wrestling. They could become a brand when they accomplish things that resonate for the long term, when long past their tenure their names are used to drive home a point or used as a noun or stand for something that becomes culturally significant.

If Hillary doesn’t win, her relevance will be diminished; ergo she can’t be a brand. Same for Obama and McCain. They are all just players, like George McGovern, Ross Perot, John Kerry, John Edwards, Rudy Guliani, Joe Biden, Mitt Romney, Chris Dodd and hundreds of others have been. Just because you are in the news, doesn’t make you a brand. When you start changing the news, you are on your way. When you fulfill a promise that changes lives and impacts our culture in a way that resonates in the history books, then you are a brand. Anything less, you are a just a moment in time.

Leslie Singer

President and Chief Creative Officer

G2 Branding and Design


Posted By: Mandelay (May 14, 2008 at 12:18 AM)

Obama is not linked to any wrongdoing?  Go to:

http://www.opednews.com/articles/genera_evelyn_p_080513_curtain_time_for_bar.htm


Posted By: kladinvt (May 13, 2008 at 4:00 PM)

Well, this is the system set up by the republicans back in the 80's, trash & burn everyone in sight, then try to claim the "moral highroad". Unfortunately, our corporate media only does 'stenography', not journalism & therefore doesn't ask the tough questions of the 'shadowy network of accusers'...like who's financing these attacks & why?

Unfortunately, the 'real issues' that are effecting this country get little if any discussion time, in lieu of the 'important issues' like flag-lapel pins!

This country is in a sorry state of affairs & the corporate media are large portion of the blame!


 
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