No Comment — October 27, 2008, 10:07 am

Best of the ’08 Campaign IV: The Art of the Endorsement

Following the last debate many pundits reckoned on a McCain rebound–but his numbers actually slipped. And according to conventional wisdom, endorsements rarely have much influence on the course of a presidential campaign–most voters want to make their own call. But searching for an explanation, it’s hard to avoid the influence of a single endorsement: that of former Secretary of State and chairman of the Joint Chiefs of Staff Colin Powell. In future elections, I believe the Powell endorsement will be studied for its content, timing, and the critique it carried—it was one of the most effective endorsements of all time. Similarly, the efforts undertaken to blunt it were so extraordinarily clumsy that they actually helped make the endorser’s point when he criticized the McCain campaign. So why was the Powell endorsement so consequential?

First: the content. Powell made an effective case for Obama as a leader in times of trouble, providing reassurance in regards to the area where the candidate has, until recently, faced the most doubt: foreign policy. He also offered a side-by-side comparison with McCain with respect to the management of economic issues.

Second: the timing. Powell’s career has been marked by an ability to discern the moment when a step can be taken with the most effect. By delivering his endorsement at the commencement of the last phase of the campaign, after the last debate, but before presentation of the candidates’ closing arguments, Powell picked the critical moment.

And finally: Powell made clear that he was opposing a friend of 25 years at some personal cost but for principled reasons. He believed that McCain would make a fine President but he was concerned by McCain’s uneven response to crisis, by his selection of Sarah Palin, and by the tone and tenor of his campaign–framed on an appeal to the baser instincts of the population. Indeed, if one passage of the Powell endorsement is preserved by posterity, it will be the remarkable image he presented of the young mother of a Muslim soldier killed in service to country:

Is there something wrong with being a Muslim in this country? The answer is no. That’s not America. Is there something wrong with a seven-year-old Muslim American kid believing he or she could be president? Yet I have heard senior members of my own party drop the suggestion that [Obama] is a Muslim and might have an association with terrorists. This is not the way we should be doing it in America.

I have spent the last week in two Muslim nations which have recently been close allies of the United States and in the course of my travels I kept thinking back to these lines. Both nations I visited host American military installations and are proud of their ties to the United States. In both countries I found that the American presidential election was being followed with extraordinary attention. And in both I found a tremendous level of upset about the rhetoric coming out of the McCain campaign. “Okay, perhaps McCain is not an anti-Muslim bigot,” one college student told me, “but he seems to think that the best way to be elected president is to whip his fellow citizens into an anti-Muslim frenzy. Our nation is America’s ally, but I can’t avoid thinking, watching the McCain campaign—is this man going to make war on us too?” The young student was voicing in his own way a concern like Powell’s. Why can’t McCain the candidate articulate America’s dreams? Why does he have to concentrate fear, ignorance and hatred?

Here is the Powell endorsement, delivered on NBC’s Meet the Press:

Of course there are also endorsements that hurt. As President Bush went to the polls to cast an early ballot for his choice, John McCain, Saturday Night Live offered a comic endorsement in that vein, and Will Ferrell returned to SNL for the event.

Share
Single Page

More from Scott Horton:

Six Questions October 18, 2014, 8:00 pm

The APA Grapples with Its Torture Demons: Six Questions for Nathaniel Raymond

Nathaniel Raymond on CIA interrogation techniques.

No Comment, Six Questions June 4, 2014, 8:00 am

Uncovering the Cover Ups: Death Camp in Delta

Mark Denbeaux on the NCIS cover-up of three “suicides” at Guantánamo Bay Detention Camp

From the June 2014 issue

The Guantánamo “Suicides,” Revisited

A missing document suggests a possible CIA cover-up

Get access to 164 years of
Harper’s for only $39.99

United States Canada

CATEGORIES

THE CURRENT ISSUE

January 2015

Come With Us if You Want to Live

= Subscribers only.
Sign in here.
Subscribe here.

The Body Politic

= Subscribers only.
Sign in here.
Subscribe here.

The Problem of Pain Management

= Subscribers only.
Sign in here.
Subscribe here.

Game On

= Subscribers only.
Sign in here.
Subscribe here.

Love Crimes

= Subscribers only.
Sign in here.
Subscribe here.

view Table Content

FEATURED ON HARPERS.ORG

Article
The Body Politic·

= Subscribers only.
Sign in here.
Subscribe here.

“‘He wrote all these love poems, but he was a son of a bitch,’ said a reporter from a wire service.”
Illustration by Steven Dana
Article
Love Crimes·

= Subscribers only.
Sign in here.
Subscribe here.

“If a man rapes a woman, she might be forced to marry him, because in Afghanistan sex before marriage is dishonorable.”
Photographs © Andrew Quilty/Oculi/Agence VU
Article
Game On·

= Subscribers only.
Sign in here.
Subscribe here.

“The end of the Cold War and the collapse of the Soviet Union had posed a truly existential threat.”
Illustration by Taylor Callery
Article
Come With Us if You Want to Live·

= Subscribers only.
Sign in here.
Subscribe here.

“I was startled that all these negative ideologies could be condensed so easily into a positive worldview.”
Illustration by Darrel Rees
Article
Christmas in Prison·

= Subscribers only.
Sign in here.
Subscribe here.

“Just so you motherfuckers know, I’ll be spending Christmas with my family, eating a good meal, and you’ll all be here, right where you belong.”
Photographer unknown. Artwork courtesy Alyse Emdur

Acres of hemp grown by “patriotic‚” U.S. farmers in 1942 at the behest of the U.S. government:

36,000

A study suggested that the health effects of exposure to nuclear radiation at Chernobyl were no worse than ill health resulting from smoking and normal urban air pollution.

Greenpeace apologized after activists accidentally defaced the site of Peru’s 2,000-year-old Nazca Lines when they unfurled cloth letters reading “time for change” near the ancient sand drawings. “We fully understand,” the group wrote in a statement, “that this looks bad.”

Subscribe to the Weekly Review newsletter. Don’t worry, we won’t sell your email address!

HARPER’S FINEST

In Praise of Idleness

By

I hope that after reading the following pages the leaders of the Y. M. C. A. will start a campaign to induce good young men to do nothing. If so, I shall not have lived in vain.

Subscribe Today