
An Overdose of Invective
Bush's "liberal" taunt may have hurt him more than Kerry
By
JOE KLEIN

Sunday, Oct. 17, 2004
I have no data to support this, no focus groups or instant polls,
just a gut sense: George W. Bush hurt himself when he slagged John
Kerry as a Massachusetts liberal in the third presidential debate
last week. "You know, there's a mainstream in American politics, and
you sit right on the far left bank," he scolded. "As a matter of
fact, your record is such that Ted Kennedy, your colleague, is the
conservative Senator from Massachusetts." The President
chuckledheh, hehindicating that he thought this was clever,
but he was greeted by total silence from the audience (which later
laughed at a more spontaneous and self-deprecating Bush joke about
his family) and from a stone-faced moderator, Bob Schieffer, who
said, "Mr. President, let's get back to economic issues."
Bush's epithet slinging was a flop in all three debates. Not because
the nation has taken a lurch to the leftKennedy remains the
anachronistic embodiment of a welfare-state liberalism long discarded
by the American public. No, it was more likely that the President had
overdosed on invective during the long, long course of this election
year and the public has become inured to it. Kerry helped that
process along by his demeanor throughout (with the exception of his
gratuitous mention of the Vice President's gay daughter). The
Senator's dignity and consistency made Bush's attacks appear mingy,
inaccurate and unpresidential.
There has been a fair amount of high-minded hand wringing about the
negativity of the Bush campaign this year. There are ground rules
that govern the slinging of mud in politics, and the President has
tested their limits. But the Bush campaign's transgressions have more
often been misdemeanors rather than felonies, involving style and
volume more than substance. The President has spent more than $100
million in negative advertising against Kerry, and almost all of it
has been within the bounds of standard political practice. Some has
been quite brilliant: the "flip-flop" assault inflated Kerry's most
annoying traithis nuance-addled hedging of political betsinto a
defining character flaw. That was fair, as was the dreadful broadside
of ads taking isolated Kerry votes98 times, allegedly, for higher
taxesand telescoping them into an ideological pattern. Negative
advertising is like humor. Selective exaggeration is standard, but
the exaggeration must have a basis in reality. Kerry is more likely
than Bush to raise taxes and increase the role of government. The
Bush ads tiptoed the line that separates hyperbole from fabrication.
Even Dick Cheney's rancid assertion that the U.S. would be more
vulnerable to terrorist attacks if Kerry were elected had its roots
in a real policy differencethe Vice President's belief that Kerry's
multilateralism would lead to appeasement and thus strengthen the
terrorists.
To be sure, there is a bright line between tough and scurrilous. The
Swift Boat Veterans for Truth crossed it, and the Bush campaign
joined them when presidential surrogates, including Bush the Elder,
ratified the Swifties' lies. (They can't all be liars, the former
President told Don Imus.) Zell Miller's frontal attacks on Kerry's
patriotism at the Republican Convention also crossed the lineas did
the President's celebration of Miller's speech in subsequent stump
appearances. Indeed, Bush's gleeful willingness to personally join in
the mudslinging is unprecedented in modern U.S. politics. Usually
Presidents leave the dirty work to others. Even Richard Nixon, an
apotheosis of darkness, had Spiro Agnew do most of the heavy lifting.
This year Kerry delegated the dirt to groups like MoveOn.org (whose
ads, like the Bush campaign's, were tawdry but not unethical)and
that left the Senator's candidacy seeming a bit more pristine than
the President's.
But even if the President has mostly honored the ground rules of
political derogation, that doesn't mean that he has run an honorable
campaign. Indeed, he and Cheney have been more truthful in their
negative attacks on Kerry than they have been about the positive
presentation of their own record. I can't remember another such
campaign. All politicians gloss their deficiencies, but not since
Nixon's "secret" plan to end the Vietnam War has there been so
blatant an effort to mislead the public about the central issue in an
election. There were the obvious whoppers in the debates, pounced
upon by the press. Cheney did indeed frequentlyand wronglyposit a
link between Iraq and the 9/11 attacks. Bush did indeed say he was
"not that concerned about" and didn't "spend that much time on" Osama
bin Laden. But those were only symptoms of the sapping wound at the
heart of the Bush presidency: the insistence that the war against
Saddam Hussein was a necessity, not a choice, the insistence that the
occupation was going well, that grievous blunders have not been made.
Kerry's recognition of that woundhis belated assault on Bush's war
policychanged the dynamic of the race. In the debates, the
President's unwillingness to admit error seemed far more
debilitating, theatrically, than Kerry's liberalism or flip-flops. It
strangled not only Bush's natural grace but also his ability to go
credibly on the offensive. In the end, the President appeared to be
describing his own predicament rather than his opponent's with the
pitiful refrain: You can run, but you can't hide.
Email the Columnist | More Columns By Joe Klein
Joe Klein is a senior writer for TIME Magazine based in New York and Washington, D.C. He wrote the critically-acclaimed novel "Primary Colors." [more]
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