Abstract

The Character Myth

This article looks at the strategy needed for Democrats who wish to defeat President George W. Bush in the 2004 election. First, they have to understand the sources of his continuing popularity.The good news is that Bush is looking much less invincible than he was just a few months ago. As unemployment remains high and as the casualty list in Iraq grows longer, targets of opportunity are emerging for the Democratic candidates. For example, Bush's job approval rating has declined to 52 percent in the latest Time/CNN poll. Bush's handlers project the President as a man of character. His team has carefully crafted an image of him as a man who is strong and moral, someone who sticks to his principles and is capable of making tough decisions.Theory soon became reality. Ronald Reagan was the first American politician to demonstrate the power of what I call the character myth, a project launched by his speechwriter Peggy Noonan, whose biography of him was titled When Character Was King. Many nations perceive the President's authoritarian imagery and mythology and are impelled to find ways to fight against American dominance. Because the world already fears US power, other nations are not comforted by Bush's leadership style. They feel only repugnance and fear. To be truly effective to the broader public, the Democratic candidates must present their own vivid, descriptive depiction of how they can make America safe, not merely dominant.