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You don’t have to lie, you just have to appeal to emotion with your pitch. Bernie was a great example of a populist candidate who knew how to make people feel passionate about things without lying to them. He got a lot of flack for repeating the same lines, but that is all that some Americans can handle—a slogan. He was smart enough to pick ones where most Americans instantly knew what he was about, and it felt good.
Nobody really knows what “build back better” means, and it sort of implies that we’ve been damaged in some way and need repair. MAGA doesn’t really mean shit either, but it implies that we’ve tended to be pretty great, and all we need is to remember those times and recreate them. It is supercharged with Hollywood’s nostalgic eye towards the past, and it doesn’t even require you to know why Medicare is good to want to get on board with it.
So, from that perspective, democrats need marketing. They need meme reacts, iconic looks, and coolness, and they need to stop trying to stifle the candidates they have who exemplify those qualities.
If they can’t figure that shit out, they’re going to keep losing at moments that they sorely need to win.
Bernie, and Trump, and even Obama all had one thing in common: their campaigns were predicated on the notion that the status quo was bullshit and had to change. Obama was a once in a generation political talent, and he got elected on his message, and yeah he ultimately skewed to the center, but he demonstrated that the model could work.
When you get to 2016, your leading contenders are Trump, who is running on a platform of 'break everything,' Bernie, a socialist Jew from Vermont who was able to rocket to national significance on the basis of acknowledging populist anger, and Hillary, who squandered eight years of Obama administration goodwill and universal name recognition by basically coming across as a "let's get back to business as usual" candidate.
Sure, Biden was also "let's get back to normal" candidate, but that only works in the context of four years of Trumpish turbo insanity.
I'm amazed that Democrats seem to be so afraid to address the anger felt by people who feel abandoned by the rich and powerful in this country. Republicans were never going to deliver, but they have been able to seize power by billing themselves as champions of the common citizen and avatars of middle and lower class justice.
If Democrats can't wrestle that narrative away from the Republicans and meaningfully address just how powerless and forgotten so many people in this country feel, then they are going to have a very hard time stopping our backwards slide into fascism.
I think part of the problem is that the democrats have been deep in bed with Wallstreet and tech since the 90’s. Populist anger may help them win, but the people they are angry at are the ones who are also paying the bills. It takes extraordinary self sacrifice and discipline to walk the tightrope of politics and keep your hands clean. Obama and Bernie did their best to do that, but both of them had a very difficult road without the traditional money banks.
The Biden administration is quite possibly the worst administration I've ever seen when it comes to messaging, and I am in my 50s. Someday in the future someone will write a PhD dissertation on why they are so dysfunctional in this respect, but for now I just don't get it. They are singularly inept when it comes to publicizing and taking credit for their wins.
Biden can only put on his sunglasses so many times before the meme gets stale.