Fear Sells

Months ago, Kevin Drum wrote a post that I have thought about quite a bit recently. He said:

It’s true that doom-and-gloom messages by themselves don’t sell, but something similarly negative does: fear. And it sells big.

[…]

You buy deodorant because you’re afraid of the social ostracism of BO. You buy Wisk because you’re afraid your husband’s colleagues will think you’re a poor homemaker if they notice his ring around the collar. You drive your kids to school because you’re afraid of kidnappers and child molesters.

Of course you need a positive program too, but before anyone will listen to it you have to make them afraid of the opposition. So the fundamental problem for liberals is this: figuring out how to convince the middle third of voters that they should be afraid of what extreme conservatives are doing. When they are more afraid of them than they are of extreme liberals, then the real work can start.

That’s not a very inspiring message, is it? But it’s the reality of politics today, and liberals need to learn it. Fast.

Interesting stuff.

Kevin wrote a piece earlier today about how to make the case against Bush in what has become a ruthlessly negative campaign:

…Bush plans to run an intensely negative campaign. And guess what? For all the whining we do every four years about negative campaigning, it works pretty well.

[…]

So: what’s the best way to make Bush seem either scary, unlikable, or untrustworthy? Forget about trying to turn his charges around and painting him as a waffler or a weakling. It won’t work. His branding in those areas is just too strong.

But Bush does have a couple of core negatives that can probably be exploited:

He’s a reckless warmonger who’s going to get a lot of people killed. This doesn’t apply just to Bush, of course, but to all the people around him. It shouldn’t be too hard to find a few video clips that make Bush and his supporters look like slavering warmongers — Zell Miller provided a good start Wednesday night — and there’s enough truth in the charge to turn doubts about Bush’s judgment into genuine fears. Basically, Kerry should do to Bush what LBJ did to Goldwater: convince the middle of the country that he can hardly wait to get his finger on the button.

He operates in secret and doesn’t tell the truth. Again, there’s enough truth to this that it shouldn’t be too hard to convince people that Bush and his administration are fundamentally secretive and manipulative. Maybe a few clips of John Dean talking about how they remind him of Nixon would work well.

I’m not convinced that you can sell people on the idea that Bush is a Nixonian madman. But I certainly agree that we should probably go hard negative on Bush. Bush threw down the gauntlet. Kerry had to introduce himself to the public and could not be too harsh until he had at least set out the parameters of his positive image. Now, he must concentrate on tearing down Bush. The question is how should he do it.

This evening Kevin is very discouraged because Kerry’s new ad campaign focuses on economic issues when it’s all about 9/11, stupid.

It’s fine to hammer away on domestic issues with specific target groups. It’s fine for John Edwards to focus on the two Americas. But anyone who thinks the primary message of Kerry’s campaign should be anything other than national security is just deluding themselves. To paraphrase James Carville, “It’s 9/11, stupid.”

In fact, it’s a no-brainer: somehow Kerry has to convince people that he can be trusted with national security and Bush can’t and if he doesn’t, he’s going to lose. But I guess he still doesn’t get that.

I’m finally beginning to think Mickey Kaus might be right: Kerry has spent too much time inside the liberal cocoon. It’s going to cost him the election if he keeps it up.

I think that’s a bit premature since nobody’s seen the ads yet. It may be 9/11, stupid, but in my view, there is no reason that a harshly negative fear campaign cannot be waged using economic issues as one of the symbols of Bush’s frightening recklessness.(If the ads are bunch of namby-pamby,kumbaya nonsense with Kerry and adorable children, then I’m discouraged too.)

The fact is that war (not 9/11 particularly, although Bush would like that) is the subtext of the entire campaign no matter what we actually say. All criticism, all negative ads all harsh rhetoric plays to insecurity about Bush’s leadership — and leadership is defined at this moment in history as wartime leadership.

This is more about an aggressive attitude and tone and the general way Bush is portrayed than it is about any ad’s literal message, at this point. It’s about making people see that Bush is frightening, because as Kevin said lo those many months ago, — fear sells. And, at this point all fear is wrapped up with Iraq and 9/11 and economic instability and the gnawing in your gut that things are going terribly wrong because Bush is at the helm.

As Kevin said, if we are going to wage a campaign of fear, it’s got to be believable and Bush as some kind of scheming warmonger who wants to blow up the world is not believable. What is believable is Bush driving the ship of state into an iceberg because he’s reckless and out of control.

To make that case, I think it’s perfectly reasonable to use economic issues as well as national security issues to illustrate that point. At the end of the day, if the message is that Bush is a dangerous man for the health of this nation, it doesn’t really matter what the subject is. People will make the association with national security all by themselves.