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:

Context, No Comment August 28, 2015, 12:16 pm

Beltway Secrecy

In five easy lessons

From the April 2015 issue

Company Men

Torture, treachery, and the CIA

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.

Get access to 165 years of
Harper’s for only $45.99

United States Canada

CATEGORIES

THE CURRENT ISSUE

March 2016

Save Our Public Universities

= Subscribers only.
Sign in here.
Subscribe here.

The Rogue Agency

= Subscribers only.
Sign in here.
Subscribe here.

Mad Magazines

= Subscribers only.
Sign in here.
Subscribe here.

Killer Bunny in the Sky

= Subscribers only.
Sign in here.
Subscribe here.

Bird in a Cage

= Subscribers only.
Sign in here.
Subscribe here.

The Hidden Rivers of Brooklyn

= Subscribers only.
Sign in here.
Subscribe here.

view Table Content

FEATURED ON HARPERS.ORG

Article
Save Our Public Universities·

= Subscribers only.
Sign in here.
Subscribe here.

“Whether and how we educate people is still a direct reflection of the degree of freedom we expect them to have, or want them to have.”
Photograph (crop) by Thomas Allen
Article
New Movies·

= Subscribers only.
Sign in here.
Subscribe here.

The Force Awakens criticizes American imperialism while also celebrating the revolutionary spirit that founded this country. When the movie needs to bridge the two points of view, it shifts to aerial combat, a default setting that mirrors the war on terror all too well.”
Still © Lucasfilm
Article
Isn’t It Romantic?·

= Subscribers only.
Sign in here.
Subscribe here.

“He had paid for much of her schooling, something he cannot help but mention, since the aftermath of any failed relationship brings an ungenerous and impossible impulse to claw back one’s misspent resources.”
Illustration by Shonagh Rae
Article
The Trouble with Iowa·

= Subscribers only.
Sign in here.
Subscribe here.

“It seems to defy reason that this anachronistic farm state — a demographic outlier, with no major cities and just 3 million people, nine out of ten of them white — should play such an outsized role in American politics.”
Photograph (detail) © Justin Sullivan/Getty Images
Article
Rule, Britannica·

= Subscribers only.
Sign in here.
Subscribe here.

“This is the strange magic of an arrangement of all the world’s knowledge in alphabetical order: any search for anything passes through things that have nothing in common with it but an initial letter.”
Artwork by Brian Dettmer. Courtesy the artist and P.P.O.W., New York City.

Number of people who attended the World Grits Festival, held in St. George, South Carolina, last spring:

60,000

The brown bears of Greece continued chewing through telephone poles.

In Peru, a 51-year-old activist became the first former sex worker to run for the national legislature. “I’m going to put order,” she said, “in that big brothel which is Congress.”

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

HARPER’S FINEST

Two Christmas Mornings of the Great War

By

Civilization masks us with a screen, from ourselves and from one another, with thin depth of unreality. We habitually live — do we not? — in a world self-created, half established, of false values arbitrarily upheld, largely inspired by misconception, misapprehension, wrong perspective, and defective proportion, misapplication.

Subscribe Today