Obama and McCain: The Stakes Are Too Huge for 'Civil' Politics

By Frank Rich, The New York Times. Posted August 25, 2008.

As the real campaign at last begins in Denver this week, this much is certain: It's time for Barack Obama to dispatch "Change We Can Believe In" to a dignified death.

This isn't because -- OMG! -- Obama's narrow three- to four-percentage-point lead of recent weeks dropped to a statistically indistinguishable one- to three-point margin during his week of vacation. It's because zero hour is here. As the presidential race finally gains the country's full attention, the strategy that vanquished Hillary Clinton must be rebooted to take out John McCain.

"Change We Can Believe In" was brilliantly calculated for a Democratic familial brawl where every candidate was promising nearly identical change from George Bush. It branded Obama as the sole contender with the un-Beltway biography, credibility and political talent to link the promise of change to the nation's onrushing generational turnover in all its cultural (and, yes, racial) manifestations. McCain should be a far easier mark than Clinton if Obama retools his act.

What we have learned this summer is this: McCain's trigger-happy temperament and reactionary policies offer worse than no change. He is an unstable bridge back not just to Bush policies but to an increasingly distant 20th-century America that is still fighting Red China in Vietnam and the Soviet Union in the cold war. As the country tries to navigate the fast-moving changes of the 21st century, McCain would put America on hold.

What Obama also should have learned by now is that the press is not his friend. Of course, he gets more ink and airtime than McCain; he's sexier news. But as George Mason University's Center for Media and Public Affairs documented in its study of six weeks of TV news reports this summer, Obama's coverage was 28 percent positive, 72 percent negative. (For McCain, the split was 43/57.) Even McCain's most blatant confusions, memory lapses and outright lies still barely cause a ripple, whether he's railing against a piece of pork he in fact voted for, as he did at the Saddleback Church pseudodebate last weekend, or falsifying crucial details of his marital history in his memoirs, as The Los Angeles Times uncovered in court records last month.

What should Obama do now? As premature panic floods through certain liberal precincts, there's no shortage of advice: more meat to his economic plan, more passion in his stump delivery, less defensiveness in response to attacks and, as is now happening, sharper darts at a McCain lifestyle so extravagant that we are only beginning to learn where all the beer bullion is buried.

But Obama is never going to be a John Edwards-style populist barnburner. (Edwards wasn't persuasive either, by the way.) Nor will wonkish laundry lists of policy details work any better for him than they did for Al Gore or Hillary Clinton. Obama has those details to spare, in any case, while McCain, who didn't even include an education policy on his Web site during primary season, is still winging it. As David Leonhardt observes in his New York Times Magazine cover article on "Obamanomics" today, Obama's real problem is not a lack of detail but his inability to sell policy with "an effective story."

That story is there to be told, but it has to be a story that is more about America and the future and less about Obama and his past. After all these months, most Americans, for better or worse, know who Obama is. So much so that he seems to have fought off the relentless right-wing onslaught to demonize him as an elitist alien. Asked in last week's New York Times/CBS News poll if each candidate shares their values, registered voters gave Obama and McCain an identical 63 percent. Asked if each candidate "cares about the needs and problems of people like yourself," Obama beat McCain by 37 to 23 percent. Is the candidate "someone you can relate to"? Obama: 55 percent, McCain: 41. Even before McCain told Politico that he relies on the help to count up the houses he owns, he was the candidate seen as the out-of-step elitist.

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