Democracy Corps, the political consulting group run by Greenberg and Carville, showed several Obama campaign commercials to focus groups in Ohio and Pennsylvania. Several of the group members, who were "all independents or weak partisans and ticket-splitters" and included both Obama and McCain voters from 2008, became irritated when shown Obama ads touting economic improvement. They don't see that improvement in their own lives, the report says, and they don't believe Obama when he claims things are better.Isn't what they want to do what people are afraid of?
"The spots that simply talk about progress on the economy did not do well," Greenberg and Carville write. "The first offered a graphic depiction of job decline during the early months of the recession and job growth under President Obama. The second highlighted progress on jobs in the automobile industry. These ads did not win over most Obama voters….Half the participants in the groups had voted for Obama, but less than a quarter gave [the auto ad] a positive rating. The spot displaying the job growth graph did not fare much better: only about one-third (12 out of 34) gave this a positive rating."
"It's like how things are getting better? Where?" asked one non-college-educated woman in Columbia, Ohio. "I don't see it. Makes me mad." Even Obama's oft-made claim that he saved the auto industry angered some. "The auto industry spot, surprisingly, produces a lot of resentment," Greenberg and Carville write. "Women in particular did not see how it related to them, and even some men working outside manufacturing thought it left them out." As one woman in Ohio said: "Good job for the autoworkers, but where does that leave my grandchildren?"
After extensive interviews with the groups, Greenberg and Carville conclude that Obama's current campaign message -- that he inherited a terrible economy but that now things are getting better -- is disastrously wrong. "We will face an impossible headwind in November if we do not move to a new narrative," Greenberg and Carville write, "one that contextualizes the recovery but, more importantly, focuses on what we will do to make a better future for the middle class."
Tuesday, June 12, 2012
Team Obama's message on the economy isn't working: