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Obama Campaign *Is* About Personality

First CNN, via YouTube

“John McCain’s campaign manager said that this campaign is not going to be about the issues. It’s going to be about personalities.”

Whether Mr. McCain’s campaign manager said this or not — and he didn’t really — it certainly is what Mr. Obama’s campaign manager believes.

In fact, this has been Mr. Axelrod’s mantra for years, as reported by none other than the Obama media outlet the New York Times:

Obama’s Narrator

Published: April 1, 2007

Axelrod’s is a less grand, post-ideological approach, and his campaigns are rooted less in issues than in the particulars of his candidate’s life. For him, running campaigns hitched to personality rather than ideology is a way of reclaiming fleeting authenticity. It is also, more and more, the way of the Democratic Party. Its 2006 Congressional campaign strategy — run by Axelrod’s close friend Emanuel, with the Chicago consultant acting as principal sounding board — did not depend on any great idea of where the party ought to go, like the last political cataclysm, Newt Gingrich’s 1994 House “revolution.” As they have reclaimed power, the Democrats have done so not by moving appreciably to the left or the right; rather, they have done so by allowing their candidates to move in both directions at once. “What David is basically doing — and this is somewhat new for Democrats — isn’t trying to figure out how to sell policies,” says the Democratic media consultant Saul Shorr. “It’s a matter of personality. How do we sell leadership?”

But never mind that.

This article was posted by Steve on Wednesday, September 3rd, 2008. Comments are currently closed.

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