As the primary becomes a showdown between Biden and Sanders, a core argument of Biden’s candidacy won’t be about policy. It will be about Biden’s humanity
in Dallas on the eve of Super Tuesday, each of the former candidates played to type. Buttigieg spoke in calm and deliberate terms about the need for healing, saying Biden “will draw out what is best in each of us.” Klobuchar told a story of Franklin Roosevelt’s connection with working-class Americans, tethering it to Biden. “Joe knows you, and he will fight for you,” she said.
One campaign strategist I spoke with recently described Biden’s potential with “empathy moms,” suburban white women who might share soldier-homecoming videos on Facebook and perhaps voted for John McCain orrevolting. They’re Romney–Clinton voters, and even some Obama–Trump voters, who aren’t ideologues.
What’s coming into view, as the primary race goes national, is that the Biden campaign is engineering a branding reboot, with the things Democrats loved about Biden during the Obama years coming the fore: the aviators, the merch, the tears, everything visceral and Irish that’s defined Biden’s public life for the last 40 years. O’Rourke invoked a moment from a CNN town hall in South Carolina last week, when Biden spoke tearfully about grief and his faith with Rev.
It was an early strategic failure of the Biden campaign to not counter these criticisms by embracing and broadcasting the candidate’s better moments, especially on the distributed internet with more and more people turning their eyes away from live television. Sanders has made video production a core part of his strategy for the last four years, producing in-house content and pushing it out across screens and platforms.
It’s not that Biden hasn’t had his fair share of emotional moments on the campaign trail. They happen all the time. It’s just that you haven’t seen them. One of the best demonstrations of Biden’s empathy and “the connect” came in January, when thereleased glossy videos of its endorsement process.
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