http://www.guardian.co.uk/uselections2004/comment/story/0,14259,1166864,00.htmlSquandering the trauma of September 11
Having failed to create consensus, Bush is left with a negative campaign
Sidney Blumenthal
Thursday March 11, 2004
The Guardian
"Lucky me, I hit the trifecta," said George Bush in the immediate aftermath of September 11, according to his budget director. War, recession and national emergency liberated him to soar in the political stratosphere. But after several faltering starts this year, he felt compelled to relaunch his campaign with $4.5m (£2.5m) of television advertising in 16 key states. In 60-second commercials he would lock the sequence of recent history into the American mind, his narrative of his presidency as he wished it to be understood. Images of September 11 cascaded across the screen, firemen carrying a flag-draped coffin at Ground Zero juxtaposed against another firefighter raising the flag. Bush's slogan: "Steady leadership in times of change".
"Where the hell did they get those guys?" responded the president of the International Association of Fire Fighters. It turned out that the firefighters in the ads were hired actors - "cheaper and quicker", as a Republican party spokesman explained. Enraged members of the 9/11 Widows and Victims' Families Association described them as "disgraceful" and "hypocritical". While he used the flag-draped 9/11 coffin, he refused to allow the press to photograph coffins of US soldiers returned from Iraq. What's more, he was "stonewalling" the official 9/11 commission, as Senator John Kerry put it, holding back documents, refusing to allow the national security adviser, Condoleezza Rice, to testify in public, and limiting his own testimony to an hour.
A few weeks earlier, Bush had remarked: "I have no ambition whatsoever to use as a political issue". Now an administration spokesman defended his ads as "tasteful". After Bush's ads ran, an Oklahoma Republican congressman, Tom Cole, stated the rank-and-file's political conventional wisdom: "I promise you this, if George Bush loses the election, Osama bin Laden wins the election. It's that simple."
But firefighters and victims' families are critics he cannot debate. And the judgment of public opinion has been a terrible, swift sword. Some 54% said his use of 9/11 imagery was inappropriate, and only 42% - his base - said it was appropriate, according to the Washington Post-ABC News poll. Worse, Kerry has plunged ahead. Even worse, 57% want a "new direction".
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