Oliver Willis

While doing some research I found the following article on undecided voters from Christopher Hayes. Many on the liberal/Democratic side who insist on calling the Obama campaign a cult of some sort should read it. Ditto for those liberals who whine that campaigns should be wonk-out sessions.

In this context, Bush’s victory, particularly on the strength of those voters who listed “values” as their number one issue, makes perfect sense. Kerry ran a campaign that was about politics: He parsed the world into political categories and offered political solutions. Bush did this too, but it wasn’t the main thrust of his campaign. Instead, the president ran on broad themes, like “character” and “morals.” Everyone feels an immediate and intuitive expertise on morals and values–we all know what’s right and wrong. But how can undecided voters evaluate a candidate on issues if they don’t even grasp what issues are?

Liberals like to point out that majorities of Americans agree with the Democratic Party on the issues, so Republicans are forced to run on character and values in order to win. (This cuts both ways: I met a large number of Bush/Feingold voters whose politics were more in line with the Republican president, but who admired the backbone and gutsiness of their Democratic senator.) But polls that ask people about issues presuppose a basic familiarity with the concept of issues–a familiarity that may not exist.

As far as I can tell, this leaves Democrats with two options: either abandon “issues” as the lynchpin of political campaigns and adopt the language of values, morals, and character as many have suggested; or begin the long-term and arduous task of rebuilding a popular, accessible political vocabulary–of convincing undecided voters to believe once again in the importance of issues. The former strategy could help the Democrats stop the bleeding in time for 2008. But the latter strategy might be necessary for the Democrats to become a majority party again.

Sara Robinson has more.

What’s going on is that we’ve finally got a Democratic candidate who understands exactly how the Republicans did it. As I pointed out my very first week on this blog, the GOP didn’t come to power by talking about plans and policies; they did it by using strongly emotional appeals that grabbed people by the gut and didn’t let them go. Theirs was never a movement based on reason. It was, from the very beginning, a movement of hearts and souls. And it was that deep, emotionally sustaining commitment that drew people in so deeply that they were willing to give 25 years of their lives to bringing about the New World Order their leaders promised them. We may hate what they’ve accomplished — but we’re never going to be able to do better until we can inspire that same kind of passion for change.

And Obama’s doing just that. He’s tapped into a deeply pressurized seam of repressed fury within the American electorate, and he’s giving it voice, a focus, and an outlet. Are the results scary? You bet: these people want change on a scale that much of the status quo should find terrifying. Are they unreasoning? The followers may be — but as long as their leader keeps a cool head, that’s not as much of a problem right now as we might think; and the heat will dissipate naturally in time. Is this kind of devotion even appropriate? You bet. You don’t get the kind of deep-level change we need without first exposing and channeling people’s deep discontent. Obama’s change talk may be too vague for most people’s tastes (including mine); but the fact is that if we’re serious about enacting a progressive agenda, rousing people’s deepest dreams and desires and mobilizing that energy is exactly how it’s going to happen. And Obama’s the first candidate we’ve had in a generation who really, truly gets this.

Emphasis mine. For years.