Biden is doing what Trump does: attack at the opponent's strongest point.
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It is the "swift boat" approach. It seems odd. One appears to be making an impossible argument.
Swift boating seems to work in politics.
It is not intuitive that one would attempt to claim that Einstein were stupid or that Michael Jordon were bad at basketball.
But it also wouldn't be intuitive that Trump, with his bone spurs, would criticize the war record of John McCain, who spent five years being tortured as a prisoner of war, but that is what Trump did.
"Swift boating" is the term of art in politics for a political attack that directly--perhaps outrageously--criticizes a political opponent for the very characteristic that is a bedrock of their biography and brand. In 2004 John Kerry was well known as a person who (unlike nearly every other Ivy Leaguer of his era) actually served in combat in Vietnam. He had medals and citations for bravery and earned three purple hearts. George Bush, by contrast, used political connections to join the Texas Air National Guard and had sketchy records of actually showing up for duty.
The GOP swift boat attack on Kerry was that he wasn't really a hero, indeed that he was a coward, that the enemy fire he faced wasn't all that dangerous, that men under his command didn't respect him, and that his speeches after returning to America gave aid and comfort to the enemy.
The attacks made people wonder. People inclined not to like Kerry (i.e. Republicans) were given an excuse to discount his military service. Independent and weak supporters of Kerry grew skeptical.
Swift boating is a technique: don't acknowledge the hypocrisy or improbability. Just attack.
Take eyes off Don Junior, Erik, Ivanka, and Jared by criticizing Biden for outrageous nepotism. Criticize Biden for a record of unwanted sexual advances. Criticize Obama for politicizing the Justice Department. Criticize China for downplaying COVID-19.
Biden is attacking Trump for being weak. It is unintuitive. Trump's brand is strength, so the intuitive thing is acknowledge the strength and criticize Trump for using that strength to bad purposes. Call Trump a con man: strong but cynical, dishonest, and self serving. That, after all, is his record, with vendors, bondholders, his "University," his steaks, his supposed deep Christian faith. He gives ample evidence that he deceptively downplayed the virus response in the hope of keeping the economic indicators positive. He calmly calculated to put his own interests ahead of the country's. That is an easy sell.
The hard sell is to say that Trump was actually weak, frozen, panicked. He wasn't calculating. Biden says he was too panicked to know what to do. He was incompetent. Note the difference here. In a con, Trump is competent but villainous. In Biden's ad, Trump's villainy came from incompetence itself.
This blog has repeatedly described Trump's core brand as the cruel, decisive, dominating bully, one whose supporters love watching him swat at opponents. Just yesterday this blog described him as playacting the Marlboro Cowboy, not using a mask, a guy too tough to care about the disease. This ad attacks that image of masculine strength . It makes one think. Is he really all that brave? Are his shows of cruelty and strength just bravado?
In the case of the first mention of the 2004 swift boat attack, the public's reaction was incredulity. Same with Trump's criticism of McCain. But after time, the very fact of continuing attacks made the courage of Kerry and McCain a matter of debate, rather than a certainty.
There is time to develop this theme. Trump's brand may change from being the "strong, dominating leader" into the "guy who makes a show of being the strong, dominating leader." Those are very different things.
In the case of the first mention of the 2004 swift boat attack, the public's reaction was incredulity. Same with Trump's criticism of McCain. But after time, the very fact of continuing attacks made the courage of Kerry and McCain a matter of debate, rather than a certainty.
There is time to develop this theme. Trump's brand may change from being the "strong, dominating leader" into the "guy who makes a show of being the strong, dominating leader." Those are very different things.























