The US presidential election this year is shaping up to be the blood and guts election:
But if the Obama 2012 strategy in this regard is all about the amplification of 2008, in terms of message it will represent a striking deviation. Though the Obamans certainly hit John McCain hard four years ago—running more negative ads than any campaign in history—what they intend to do to Romney is more savage. They will pummel him for being a vulture-vampire capitalist at Bain Capital. They will pound him for being a miserable failure as the governor of Massachusetts. They will mash him for being a water-carrier for Paul Ryan’s Social Darwinist fiscal program. They will maul him for being a combination of Jerry Falwell, Joe Arpaio, and John Galt on a range of issues that strike deep chords with the Obama coalition. “We’re gonna say, ‘Let’s be clear what he would do as president,’ ” Plouffe explains. “Potentially abortion will be criminalized. Women will be denied contraceptive services. He’s far right on immigration. He supports efforts to amend the Constitution to ban gay marriage.”
The Obama effort at disqualifying Romney will go beyond painting him as excessively conservative, however. It will aim to cast him as an avatar of revanchism. “He’s the fifties, he is retro, he is backward, and we are forward—that’s the basic construct,” says a top Obama strategist. “If you’re a woman, you’re Hispanic, you’re young, or you’ve gotten left out, you look at Romney and say, ‘This fucking guy is gonna take us back to the way it always was, and guess what? I’ve never been part of that.’ ”
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