The Art of Politics

The Real Bush

In a speech that had everything, Bush starts slow, but finds a winner...

Securing a TKO in the battle of the conventions, the Republican convention wrapped in New York with the latest-most-important speech of the President's career, his acceptance of his nomination for President.

Governor George Pataki gave an effective but not too remarkable introduction to the President. Fred Thompson, retired Senator from Tennessee and current actor on NBC's Law & Order, narrated a very effective film short setting the stage for the President's arrival. The evocation of the memories of the President during 9/11 were done well, and when done by Pataki and Giuliani, done with an air of invincibility against the charge of exploitation.

The President came out clearly in his element in front of a very friendly crowd, and while much was made of the change in the podium, to a 'theatre in the round' format, the effect was not at all what many expected - a standard podium arose at which the President spoke throughout his speech. No impromptu motion, no at-ease sit down with the crowd.

Bush clearly didn't endear himself to fiscal conservatives with his laundry list presentation during the first third of his speech - support, enact, fund, empower - a laundry list that not only won't please his base, but also isn't Bush at his best. Bush doesn't read the grocery list well. While many consider the list perfunctory, Bush is far, far better speaking in the abstract, rather than the steady cadence of public need, public program, public need, public program...

Bush's speechwriters have to know their candidate by now. The listener can tell when Bush feels like he's doing a homework assignment by giving a speech. This part of his speech needed to be shorter, and frankly, dedicated to setting out a brief history of accomplishment and then a set of two or three solid goals to dedicate himself to. The President's campaign has poorly stated it's domestic success. In 2000, the Bush campaign made three major domestic promises: cut taxes, reform education, and prescrption drug benefits for seniors. The President delivered all three, and agree with the goals or not, and many on both sides of the political spectrum have reason to dislike them all, they are a record of remarkable accomplishment for a President who lost the popular vote and squeaked in with a razor thin electoral college margin. By stating these successes, he can state three other goals, and have the success in this term self-argue his case for his second term. By softselling, Bush will force a fight on domestic issues piecemeal.

Bush doesn't begin to stretch his legs until after his shameless web site plug (everyone has a web site nowadays, and even the President has fallen prey to the crack-like addicting power of the hit counter).

All it takes to get Bush on a roll is the subject of 9/11 and the war on terror. Few men in this world will ever know their true calling, but George Bush found his. The normally inelegant speaker finds an eloquence and perfect pitch on this topic, and tonight, Bush ran this one all the way back:

This moment in the life of our country will be remembered. Generations will know if we kept our faith and kept our word. Generations will know if we seized this moment, and used it to build a future of safety and peace. The freedom of many, and the future security of our Nation, now depend on us. And tonight, my fellow Americans, I ask you to stand with me.

This is brilliant political rhetoric. In order for a personal appeal to work, the person making the appeal must establish a cache of goodwill and a personal connection. While a more polished speaker can follow this up with extemporaneous appeals, Bush's no-nonsense personal appeal works because - many voters find him personally appealing, even if differing on issues.

Bush is rolling now - you can hear it in his voice, his words come easier as he is thinking them, not reading them. The teleprompter is just that - a prompt, not a script. He pokes fun at himself, with the brilliant line "Some folks look at me and see a certain swagger, which in Texas is called 'walking'." Bush successfully washes away some of the smug certitude that some find in his persona, and keeps his personal connection to the audience, for the coming emotional gut punch.

The Bush speech hits it's emotional crescendo with these remarks from Bush:

I've held the children of the fallen, who are told their dad or mom is a hero, but would rather just have their dad or mom. And I have met with parents and wives and husbands who have received a folded flag, and said a final goodbye to a soldier they loved. I am awed that so many have used those meetings to say that I am in their prayers -- to offer encouragement to me. Where does strength like that come from? How can people so burdened with sorrow also feel such pride?

The President is visibly moved during these words - his eyes are teared, his face is clearly pained, not from theatre, but in a raw, unvarnished emotional response. It is in this moment he gains from his greatest advantage over John Kerry in this campaign - his ability to connect emotionally, gut level, with voters. Policy agreements fade in the face of a drawn, tearful President recounting raw emotion in the context of the loved and lost.

Bush concludes his remarks with quality, even lyrical/biblical remarks - in fact, almost breaking into Turn, Turn, Turn, which itself was lifted from Ecclesiastes - and closes what will likely be seen as a very successful convention.

Posted by MEC2 at September 2, 2004 11:12 PM