Voices from the Inside
SAS Professors, Pollsters, and Pundits Weigh In on the 2004 Election
Americans have absorbed a lot since President George W.
Bush and Senator John Kerry began campaigning in earnest
over the summer. An improving job market indicates that economic
recovery may be near. The Abu Ghraib prison scandal gave
the nation a lasting black eye. Worries about terrorism have
reemerged with the discovery of Al Qaeda plans to attack
major financial buildings. With the presidential campaign
in full swing, we asked SAS professors and politically involved
alumni to riff on the election. They spoke candidly about
each candidate’s strengths and weaknesses, how they
are approaching the issues, and what they must do to win
in November.
Frank Luntz, C’84 | Pollster Frank Luntz was an
adjunct professor at Penn from 1989 until 1996. Since forming
the
Luntz Research Companies in 1992, he has written, supervised,
and conducted more than one thousand surveys and focus groups
for corporations and politicians. A wordsmith who crafted
the Republicans’ Contract with
America in 1994, Luntz will be conducting focus groups on
MSNBC after the candidate debates.
“
If I were advising Bush, the first thing I’d tell him
is to change his ad campaign. I would tell him to remove
the in-studio effects and replace them with real people and
real
sound. Right now, it lacks
human emotion. It reminds me of a song from the 1980s, Cars
by Gary Newman. There isn’t an actual instrument in
the entire song. It’s all synthesizer. And I don’t
think it’s a coincidence that Cars was the only hit
Gary Newman ever had.
People want the real thing. They want
drums; they want guitar; they want piano; they want voice.
They want context to their
music, and they want context to their politics. Beating your
opponent over the head does provide facts, and it does provide
information, but it doesn’t provide that human context.
Kerry
has his own issues. Did he throw away his medals? Or were
they not his medals? Or were they his medals, but he
didn’t throw them away? Or did he throw them, but it
was more of a toss? The public expects a candidate to say
what he means and mean what he says. But it looks like John
Kerry has more faces than Mount Rushmore. For all the bad
news that the president’s had to endure, this is one
reason why Kerry hasn’t pulled away.”
Thomas Sugrue | Sugrue, the Edmund J. and Louise W.
Kahn Endowed Team Professor of History and Sociology, studies
American political and social history in the twentieth century,
and more specifically, the relationship of voters to national
politics and public policy. He is an award-winning teacher
and the author of several books. His next, Sweet Land of
Liberty: The Unfinished Struggle for Racial Equality in the
North, is under contract with Random House.
“A real issue for each candidate is maintaining the
support of his base while simultaneously playing to the undecided
voters who are essential to winning the presidency. That
requires walking a fine line between not being too partisan
to alienate undecided voters and not being so moderate so
as to risk a lack of turnout by those who are crucial to
success.
Take Bush’s position on homosexual marriage.
Because the constitutional amendment didn’t stand a
chance, he was able to lob a softball to his base while not
taking
a great risk that this issue will bite him back. The fact
that he took a stand likely will not have a big effect on
swing voters, and it may energize conservatives who are feeling
alienated by Bush’s nation building and disregard of
fiscal conservatism. By October, the president has got to
move center. Because he’s been governing pretty far
to the right, it’s going to be difficult for him to
reposition himself.”
William Martin, W’72 |
Martin is the co-founder and chairman of Washington Policy
and Analysis, an advisor to
utility companies that are directly affected by U.S. energy
policies. He was a special assistant to President Ronald
Reagan and senior advisor to Bush/Cheney 2000. Presently,
he is leading a United Nations working group
to develop energy options for North Korea.
“Bush has a record, and it is a respectable one. He
did not have a record against Gore, and in this regard I
think Bush
is in a pretty strong position now compared to 2000. And
while Gore was known, Kerry is having trouble getting traction.
Kerry’s
international leanings are com-mendable, and I believe in
his ‘multilateral’ approach. In
the end, it is nice to have a decisive president working
hand in hand with the international community. This was the
secret of Reagan. He listened to other leaders—and
then told a joke, which relaxed the meeting. Reagan won the
Cold War,
but it was not an individual effort. It was a relay effort
with other leaders joining him to take out communism. Both
Kerry and Bush could learn from Reagan—and even Clinton,
who had some of the same positive attributes.
Bottom line?
I believe that George Bush will win this election. In many
ways it is his to win or lose. Kerry is a contender,
but many votes will be cast for or against Bush. Therefore,
I don't think Bush should let up or change his direction;
just say, ‘Here I am; this is what I have done. If
you like it, vote for me. If you don’t, well, that
is your choice. I’ve done the best I can.’ ”
Kenneth Baer, C’94 | Baer
was the deputy director of speechwriting for Al Gore’s
2000 presidential campaign and runs Baer Communications,
which provides speech-writing
and editorial services to political and corporate clients.
An occasional contributor to Washington Monthly and other
publications, he is the author of Reinventing Democrats:
The Politics of Liberalism from Reagan to Clinton.
“There are two things a challenger needs to do to
win a presidential election. The first is to convince the
American people they need to hire somebody else, and that
case has been made. We’ve lost thousands
of jobs; we’re stuck in a mess in Iraq, and America
is not safer today than it was four years ago.
The second
thing is to convince Americans they need to hire you. John
Kerry is beginning to tell the American people
how he’s going to keep them safe and keep America strong
in the world. To be the president of the United States, you
have to meet the threshold of being commander in chief. Once
that’s established, you can lead the nation on the
economy, taxes, jobs, and other issues.
I would advise John
Kerry not to under-estimate the president. Kerry must find
a message and find out what he’s about
and stick to it. Working on Al Gore’s campaign in 2000,
I don’t think we had a consistent message, and I think
we underestimated Bush. And I would tell Kerry not to take
any vote for granted. That lesson has been well learned by
the Democratic Party.”
Diana Mutz | Mutz, the Samuel A. Stouffer Professor of Political
Science and Communication, does research on public opinion,
political psychology, and mass political behavior, with a
particular emphasis on political communication. She is the
author of Impersonal Influence: How Perceptions of Mass Collectives
Affect Political Attitudes, which won the Robert Lane Prize
for the best book in political psychology by the American
Political Science Association.
“What bothers me every election year is criticism
about how campaigns are becoming increasingly negative. People
forget
that campaigns were quite negative in the past. Candidates
have been flinging mud at one another forever. One advantage
that we have now is that there’s at least some degree
of accountability through the press, whereas in the past
their accusations would go unchallenged. The idea that negativity
is
new and unique in contemporary American politics just doesn’t
hold.
Thanks to television, many more people are likely to hear
about a negative attack when it occurs. We certainly know
that more people have access to news media than ever. You
don’t even have to be literate now to get information,
and yet at the same time, we live in a highly literate society.
So negativity isn’t new; it’s just hard to avoid
during an election year.”
Jefrey Pollock, C’93 | Pollock is founder and
president of Global Strategy Group, a research and communications
firm
that advises the Democratic National Committee. He was one
of MSNBC’s first on-air commentators and recently moderated
focus groups for ABC’s This Week with Sam Donaldson
and Cokie Roberts. When not consulting, Pollock is a lecturer
in international and public affairs at Columbia University.
“
Certainly the situation in Iraq has not gone well for the
Bush campaign. At the same time, you’ve got an economy
that seems—on paper—to be recovering and in some
places doing quite well. That’s normally good for the
president, but Bush doesn’t seem to be able to capitalize
on it. So you’ve got these mixed signals out there.
There’s
an overarching theme of security that Americans are thinking
about. There’s security of the home and
security of a job. There’s security of finances as
it relates to paying for things like healthcare and prescription
drugs. At the end of the day, voters are going to ask themselves
if they feel more secure in each one of those areas. There’s
the classic Reagan question, Are you better off today than
you were four years ago? But now it may be, Are you more
secure today than you were before September 11?
Meanwhile,
Kerry and Edwards are talking a lot about jobs and healthcare
and how to insure people. That’s going
to be a critical component: Who do people feel best represents
them on the issues that they care about? Who do you trust
more? Who do you think is better to handle the economy?”
— Joseph McLaughlin |