I consider myself a progressive independent who lives in a mostly Republican district. I voted for Hillary, but loved Bernie’s ideas. I am a community activist. I read The New York Times daily and have written for the paper. My family worked for a Dem candidate (who won).
But I am perplexed, annoyed and angry at how persistently dopey the Dems are on their messaging, which has been unfocused, micro-targeted and mostly ineffective. It’s just plain diffuse and one of the reasons they lost four Congressional races they should’ve won (in addition to the presidency).
When Trump says a million times “Make America Great Again,” nearly 30 million under- and unemployed males – and their wives – get it.
Say what you want: It’s racist, hearkening back to the McCarthyist 50s or just pure demagoguery. Sure, it’s all those things. Yet it’s compelling. It resonates. It gives some people vague hope who are mired in despair; the prosperity train left them at the station some time ago. While Trump and the GOP have little or no intention on helping the Middle Class, it’s emotional ear candy.
What was Hillary’s message? Make America Confused Again? Maureen Dowd, who seems to be getting her mojo back, nailed it when she wrote in a recent column:
“Democrats cling to an idyllic version of a new progressive America where everyone tools around in electric cars, serenely uses gender-neutral bathrooms and happily searches the web for the best Obamacare options...It is the opposite of Trump’s dark diorama of carnage and dystopia — but just as false a picture of America.”
Dems need to step out of their delusion dome. I suggest they relocate the DNC HQ to Rockford, Illinois; Kenosha, Wisconsin; or Middletown, Ohio; and actually start talking to people and give the data geeks a sabbatical.
Why did people vote for Trump despite all of the negative indicators? Is there something that the beltway barony missed?
The Dems completely blow it on message architecture. They are still building the same ramshackle house based on messages that, as a whole, appeal to social scientists and die-hard liberals, but don’t resonate in the heartland states they should’ve won in the Electoral College. Here are a few ideas the Dems could focus on a tear-down/rebuilding of their strategic edifice:
- It’s not about Trump. I’m not even sure that the 200 or so counties that flipped from Dem to GOP even liked the guy. But you can’t run a campaign on not being the bad guy. You have to stand for something. Ideas still matter: Keep them simple.
- It’s Still About the Economy, Stupid. Yeah, when wasn’t it about the economy? Why have the Dems lost this mantra? Stop talking about inequality, which has existed since the time of the Pharoahs. It’s way too abstract and academic. Dems should be pounding away at restoring prosperity. How will you get young people decent jobs and middle-aged guys back in the workforce?
- Healthcare is Getting Hellish. Except for Bernie and John Conyers, who’s talking about a single-payer health plan? What are you waiting for? For the GOP to completely ax Medicare guarantees? For old and disabled people to get booted from nursing homes? You’re facing a situation where tens of millions will be plunged into living hell. What’s your alternative?
- Don’t Masticate the Message. The beltway baristas keep serving up a mix of dozens of messages. Again, stick to the economy. “Make America Work Again.” Go big on massive infrastructure repairs, retraining and promoting innovation in everything. Don’t chew on sub-issues that are so segmented that you lose the main theme. The message architecture should look more like the Freedom Tower, not the National Mall. Make statements, not rehash policy platforms.
Look, the Dems used to be the party of working people and embraced those who were climbing the economic ladder. There’s nothing wrong with their ideas. Why can’t they retool their message to reach them again? I think they can, but first they will need more than a makeover. The DNC needs a serious demolition and it should start with their failed, befuddled messaging.
John F. Wasik is an author, speaker, journalist and message architect.