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| Joe Biden |
No surprise there! Why should the public know anything about the bill? Who is telling them? Pretty much no one. If the Democrats want this legislation to pass, they need to sell it.
We’re hearing all kinds of stuff in the press, and from Democratic speakers, arguing about how big the bill should be. Should it be $3.5 trillion? Or some smaller amount? Should it be paid for by taxing the rich?
Get a clue! Voters care about none of that. They want to know what the bill is doing. They want to know what it might do for them. And, in fact, all of the bill’s provisions – and I mean all of them – are polling very well. The public likes the idea of shoring up Medicare, expanding broadband access in rural areas, improving dental and vision care, and upgrading the nation’s rotting, crumbling roads and highways. Polls show that voters even support the climate provisions. Who would have guessed?
But there is a big disconnect. The public isn’t going to support the legislation unless they realize that it contains bunches of things that they like.
Much is made of the reluctance of senators Kyrsten Sinema and Joe Manchin. They both come from relatively conservative states. The fact remains that their states would benefit tremendously from this legislation. So why are they stalling? Have they been bribed by big business? Are they playing both sides? Who knows? Who cares? Forget about all of that. Members of Congress are simple, uncomplicated creatures who do whatever it takes to get reelected. Convince the voters of Arizona and West Virginia that they want the Build Back Better agenda, and Sinema and Manchin will magically agree and vote accordingly. Bingo.
There is precedent for this. We know how presidents can sell an unpopular agenda. More than a century ago, when President William McKinley wanted an uncooperative Senate to ratify the Treaty of Paris, which ended the Spanish-American War and annexed the Philippine Islands, he did what any smart modern president would do. He went on speaking tours.
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| William McKinley |
These were not just any speaking tours. Among other parts of the country, McKinley traveled by train to the South, where opposition to his policies was strongest, where he gave speech after speech. He traveled in the company of the ever-popular Confederate General Joseph Wheeler, who had rejoined the United States Army and was the hero of the Spanish-American War. Wheeler was a Democrat, while McKinley was a Republican, and they had fought on opposite sides of the Civil War. McKinley’s speeches were vague, carefully constructed to offend as few people as possible. He praised the South. He promised to care for the graves of Confederate soldiers. He talked about trade and prosperity. He exalted the “protecting folds” of the American flag, which would spread out to give prosperity and justice to the Filipino people. He praised soldiers and sailors of the South and North alike for the quick, popular victory over Spain. In other words, he went directly to his opponents’ territory and reached out concerning issues they cared about.
And, guess what? It worked. The Senate ratified the treaty by the required two-thirds vote. The United States quickly annexed the Philippine Islands. Now, unfortunately, the annexation didn’t go quite as well as McKinley had expected. Filipinos immediately launched a bitter war of independence in an effort to drive the Americans out of their country. The fact remains that McKinley had a policy, the policy was not attractive, and yet he convinced the public to support it. Once the public was on his side, the senators meekly dropped into place.
Let us come back to 2021. If Democrats want to sell their agenda, they need to reach out. They need to reach out much more aggressively than they have so far. President Joe Biden has given some speeches about the proposal. Those speeches were fine. He has not, however, given enough speeches. He needs to tell people about his agenda every day. He needs to reach out to different audiences – every day. Leading Democrats need to do more than to offer a few mumbled comments on the Sunday morning TV shows. They need to hold town halls, one after the other, and explain the benefits that their agenda will bring to people. Instead of sniping at one another on Twitter, they need to use their social media to tell people what the bill contains and how it will help them.
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More Information: Biden and the Bully Pulpit: Biden’s Infrastructure Speech
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And that is not enough. The Democrats need to go on Fox News. Democrats today act as if Fox News is poison. Why? The Fox News audience is exactly the people they need to reach. They need to get on talk radio. If they want to talk about the United States as one unified country, they need to reach out to people who disagree with them. Remember, McKinley was a decorated combat veteran of the Civil War. (Or, as Southerners of the time sometimes said, the War of Northern Aggression.) He didn’t expect to get a lot of support from the South. He did not even expect them to like him. He did know, however, that he needed to reach out to the South to moderate their opposition to his proposals, to show that he cared about them, and to solicit unity. He spoke to a friendly audience at a southern African-American University. He spoke to the Georgia legislature. Making a appearance on Fox News can’t be as hard as what McKinley did.
Theodore Roosevelt called the presidency the “bully pulpit.” And he was right. Political scientist Jeffrey Tulis said that modern presidents routinely bypass Congress to sell their ideas directly to the public. That is what the Democrats need to do.
People often talk about how former President Donald Trump is always in the news. Pundits say that he sucks the oxygen right out of the room. They are right. Trump controls the agenda. He controls the agenda by holding rallies, making media appearances, and generally making a nuisance of himself. You might not like him, but you can’t ignore him. President Biden is getting too easy to ignore. The Democrats are too easy to ignore. They need to climb on the bully pulpit and commandeer their share of the media’s oxygen. That does not mean that they need to say stupid things like what Trump says. It means that they need to tell people about their agenda – over, over, and over. They need to tell people why the agenda is needed and how it will work. That is why we have the bully pulpit. As I have said many times, the side that sets the agenda will win the debate.
Throughout his career, McKinley emphasized unity in the face of disorder and compassion in the face of strife. I don’t see any reason that it wouldn’t work today. The way to overcome polarization is with unity.
So, are the Democrats giving good speeches? Or bad speeches? That’s not the point. The point is that they are not giving enough speeches. They need to inform the public. They need to set the agenda.
Research Note: I wrote about McKinley’s speaking tours in a chapter that I wrote for Before the Rhetorical Presidency. Copies are available in most large libraries, and, of course, it is available for sale in major bookstores. I also wrote an unpublished paper about McKinley’s speaking techniques during his tour to sell the treaty; link above. Click on William D. Harpine’s Publications above to see more of my writing about McKinley’s speeches.
Interested readers might want to look at my book, From the Front Porch to the Front Page, about public speaking in the 1896 presidential campaign between McKinley and William Jennings Bryan. There are chapters about McKinley’s use of such themes as identification and unity. The book is now available in paperback, and, of course, many university libraries have it on their shelves.
Mel Laracey’s excellent book, Presidents and the People: The Partisan Story of Going Public, includes an insightful discussion of McKinley and the rhetorical presidency.
And, guess what? It worked. The Senate ratified the treaty by the required two-thirds vote. The United States quickly annexed the Philippine Islands. Now, unfortunately, the annexation didn’t go quite as well as McKinley had expected. Filipinos immediately launched a bitter war of independence in an effort to drive the Americans out of their country. The fact remains that McKinley had a policy, the policy was not attractive, and yet he convinced the public to support it. Once the public was on his side, the senators meekly dropped into place.
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| Biden Speaking about Build Back Better |
Let us come back to 2021. If Democrats want to sell their agenda, they need to reach out. They need to reach out much more aggressively than they have so far. President Joe Biden has given some speeches about the proposal. Those speeches were fine. He has not, however, given enough speeches. He needs to tell people about his agenda every day. He needs to reach out to different audiences – every day. Leading Democrats need to do more than to offer a few mumbled comments on the Sunday morning TV shows. They need to hold town halls, one after the other, and explain the benefits that their agenda will bring to people. Instead of sniping at one another on Twitter, they need to use their social media to tell people what the bill contains and how it will help them.
________________
More Information: Biden and the Bully Pulpit: Biden’s Infrastructure Speech
________________
And that is not enough. The Democrats need to go on Fox News. Democrats today act as if Fox News is poison. Why? The Fox News audience is exactly the people they need to reach. They need to get on talk radio. If they want to talk about the United States as one unified country, they need to reach out to people who disagree with them. Remember, McKinley was a decorated combat veteran of the Civil War. (Or, as Southerners of the time sometimes said, the War of Northern Aggression.) He didn’t expect to get a lot of support from the South. He did not even expect them to like him. He did know, however, that he needed to reach out to the South to moderate their opposition to his proposals, to show that he cared about them, and to solicit unity. He spoke to a friendly audience at a southern African-American University. He spoke to the Georgia legislature. Making a appearance on Fox News can’t be as hard as what McKinley did.
Theodore Roosevelt called the presidency the “bully pulpit.” And he was right. Political scientist Jeffrey Tulis said that modern presidents routinely bypass Congress to sell their ideas directly to the public. That is what the Democrats need to do.
People often talk about how former President Donald Trump is always in the news. Pundits say that he sucks the oxygen right out of the room. They are right. Trump controls the agenda. He controls the agenda by holding rallies, making media appearances, and generally making a nuisance of himself. You might not like him, but you can’t ignore him. President Biden is getting too easy to ignore. The Democrats are too easy to ignore. They need to climb on the bully pulpit and commandeer their share of the media’s oxygen. That does not mean that they need to say stupid things like what Trump says. It means that they need to tell people about their agenda – over, over, and over. They need to tell people why the agenda is needed and how it will work. That is why we have the bully pulpit. As I have said many times, the side that sets the agenda will win the debate.
Throughout his career, McKinley emphasized unity in the face of disorder and compassion in the face of strife. I don’t see any reason that it wouldn’t work today. The way to overcome polarization is with unity.
So, are the Democrats giving good speeches? Or bad speeches? That’s not the point. The point is that they are not giving enough speeches. They need to inform the public. They need to set the agenda.
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Research Note: I wrote about McKinley’s speaking tours in a chapter that I wrote for Before the Rhetorical Presidency. Copies are available in most large libraries, and, of course, it is available for sale in major bookstores. I also wrote an unpublished paper about McKinley’s speaking techniques during his tour to sell the treaty; link above. Click on William D. Harpine’s Publications above to see more of my writing about McKinley’s speeches.
Mel Laracey’s excellent book, Presidents and the People: The Partisan Story of Going Public, includes an insightful discussion of McKinley and the rhetorical presidency.
P.S. If you want to bypass the politicians and read a summary of Build Back Better, here is a simple explanation.
Image of Biden: White House photo. Image of McKinley: Library of Congress. Image of Biden's speech: White House YouTube channel.
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