A Democratic Image Boost

The Democratic Party re-branded itself this week in Boston as the party of American flags, generals, Vietnam War heroes, Swift boats, optimism, hope, and love of country.

Through the immense, modern power of TV, marketing, polling, and public relations, the Democratic Party made itself the party of strong national defense, the middle class, jobs, strength, and national health insurance, which may be the sleeper issue of this whole election.

The rousing speeches of John Edwards and Barack Obama set the tone of populist patriotism. The virus of a dumb anti-Americanism that has afflicted some liberals since Vietnam has been cured.

At one point a dozen former generals endorsed John Kerry. And a former chairman of the Joint Chiefs of Staff, John Shalikashvili, drew a standing ovation when he promised that John Kerry would be more resolute in hunting down terrorists than President Bush.

The Democrats were able to bury all their considerable contradictions because they are totally unified by the belief the 2000 election was stolen from them by the Supreme Court and Katherine Harris. Memory is their secret weapon.

These scripted Democrats dutifully avoided the one self-defeating extremist speech - like Pat Buchanan's to the 1992 GOP convention - that would have ruined the week and alienated independent, moderate voters.

The planners of this convention made it an example of the power of positive positioning. On issues like national security and the federal deficit, some speakers even seemed to be to the right of Mr. Bush - the way JFK seemed to the right of Richard Nixon on some issues during the campaign of 1960.

Mr. Edwards told America's enemies, "You cannot run, you cannot hide. We will destroy you."

He promised a better war against terrorism.

The convention was niche marketing focused on swing voters - almost an endangered species in a polarized country. The Democrats' pollsters think these voters only have to find Mr. Kerry "acceptable,' and "sober on national security."

They do not think voters have to love Mr. Kerry to vote for him, that they only need a "comfort level" in this post-September 11 world where fear and anxiety are always in the room. Historically, undecideds break 65-35 against the incumbent they know.

The Democrats aimed at the lowest common denominator in the swing states. They just wanted to present themselves as moderate, tough on terrorism, and a factory of hope.

The risk they took was putting their base to sleep, shunning substance too much, and avoiding clarity on Iraq. The convention was dumbed-down - but so is the culture, television, and politics.

President Clinton's speech on Monday was a modulated masterpiece of framing the election. He put Republican negative campaigning in the center of the picture, next to, "The largest deficits in history," asking "Are these really conservative policies at all?"

Mr. Clinton also displayed an ingratiating humility. He contrasted his own avoidance of service in Vietnam, along with Mr. Bush's and Mr. Cheney's, with Mr. Kerry volunteering to serve in combat. He contrasted his own post-presidency wealth and his personally benefiting from Mr. Bush's tax cuts for the rich with the crushing budget cuts in education and health care induced by these same tax cuts he was now enjoying.

And the usually self-indulgent expresident - just lift his 957-page book - managed to restrain himself to a half hour in the spotlight. His best line was, "Strength and wisdom are not opposing values."

John Edwards delivered an appealing speech Wednesday night and 42-yearold Barack Obama was an amazement on Tuesday. His pro-America eloquence electrified a nerve. His inclusive intellect suddenly made him more contemporary and relevant than Al Sharpton or Jesse Jackson. He is tomorrow.

Mr. Obama fashioned a new universalism when he told the delegates: "For all the talk of a red and blue America divided by party, we worship an awesome God in the blue states, and we don't like federal agents poking around in our libraries in the red states. We coach Little League in the blue states, and yes, we've got some gay friends in the red states."

Mr. Obama, who is half white and half black, is all American.

The Democrats leave Boston ahead by a hair and with a modest bounce. All their differences are in Al Gore's "lock box."

But the fundamental dynamic is unchanged. The election is still close. The election will be decided by unforeseen events in Iraq. The election will be decided in the swing states of Ohio, Florida, Pennsylvania, Michigan, Oregon, Washington, and Missouri. The election will be decided by whether Ralph Nader gets 2% or 4% in these battleground states. The election will be decided by whose base turns out better - the poor or evangelical Christians.

In essence, the Democrats held service this week, with some artful political theatre.

But it is the psychic scar of the Florida recount that is really driving the Democrats in this election. Their conviction that the 2000 election was illegitimate has created a Vince Lombardi mania to win. And this wounded fury has created a single-minded cohesion.

In turn, this cohesion has given birth to an ideological moderation and emotional discipline.

This year the Democrats have no factions. They are all Vince Lombardi Democrats, who believe "winning is the only thing." Their real message may be: If we can unify ourselves, we can unify the red and blue states.