In the GOP convention’s third act, Republicans took another 180 degrees turn, abandoning the hard-hitting attacks with which they sought to ridicule Barack Obama to portray themselves as a party that can rise above partisan rancor.
If Tuesday’s speakers tried to make the country forget that they were watching the Republican convention and Wednesday’s speakers tried to convince viewers that the GOP had not been in power over the past eight years, John McCain did not resort to such illusory tricks, tackled the challenge of his party identification and took the only path that can save Republicans this year: persuade the electorate that McCain can belong to the GOP while still representing a true break from the past eight years.
McCain’s strategy was the right one given what he needed to accomplish, and his speech was written with the solemnity his plan required. But McCain did not go far enough. The speech lacked the scope and the delivery to make a lasting impression. It had enough moments to give McCain a boost, but not one to durably alter the race.
McCain’s speech was a striking change of tone from Giuliani and Palin’s primetime addresses last night, and perhaps too contradictory a switch for McCain’s post-partisan pledge to be fully credible. But that was the challenge that was awaiting the GOP this week, both rally the base and not look like typical Republicans. The McCain campaign knows that before making any other argument it first needs to show that McCain passes the change hurdle, that he is enough of a break with the Bush Administration to even merit being considered by voters.
To achieve that, McCain channeled his maverick reputation, faulting his own party for abandoning the principles of the 1994 revolution. He did not hesitate to include himself among those who have strayed away from conservatism. “We were elected to change Washington and Washington changed us,” he said, before launching in a litany of issues on which both parties - including the remnants of the Gingrich revolution - were responsible for the country’s failings:
We lost the trust of the American people when some Republicans gave in to the temptations of corruption. We lost their trust when rather than reform government, both parties made it bigger. We lost their trust when instead of freeing ourselves from a dangerous dependence on foreign oil, both parties and Senator Obama passed another corporate welfare bill for oil companies. We lost their trust, when we valued our power over our principles.
This was the connection to Wednesday night: the election ought not to be an election about Democrats versus Republicans but a choice between the establishment and reformers. “I fight to restore the pride and principles of our party,” McCain said, before launching into all-out populist rhetoric, “Let me offer an advance warning to the old, big-spending, do-nothing, me-first-country-second Washington crowd: Change is coming.” McCain professed that his allegiance was solely to the country. “I don’t work for a party. I don’t work for a special interest. I don’t work for myself. I work for you,” he said, in a speech that was essentially a call to service: “Nothing brings greater happiness in life than to serve a cause greater than yourself. I’m going to fight for my cause every day as your President.”
What was truly fascinating about McCain’s speech is how closely it echoed Obama’s post-partisanship in the original form which he has quieted over the past few months. Obama’s quintessential argument has always been that partisan bickering aggravate the country’s problems and that all recent Administrations from both parties - including Clinton’s - are to blame. While Obama moved away from his pure post-partisanship last Thursday, Lieberman channeled this argument that changing parties is not enough and the discourse must be changed, and McCain picked it up today.
McCain was not looking to feed the base, Palin already took care of that yesterday. Sure, his reform argument did not really resonate with the audience, but that only meant it had even more potential to resonate with the targets of McCain’s speech - independents watching at home. One particular theme that is sure to appeal to independents is the emphasis on accountability, a value that voters have been emphasizing this year. Given that McCain hit the right points, he will surely be boosted by his willingness to take direct hits at the Bush Administration for its failings.
Yet, McCain’s challenge was to durably transform his image as an anti-Bush Republican, and he did not do go as far as he should have. His connection to Bush is the central theme Democrats will be using as they make the case that McCain is just “more of the same.” An incumbent party had not been this unpopular in 28 years, and voters want the opposition. Both candidates have hurdles to overcome. Obama’s biggest opportunity will come at the debate, where he will have to show that he is qualified enough and strong enough that voters would not be taking too much of a risk. McCain’s biggest opportunity was tonight, as he could have shown that he was enough of an agent of change that voters would not be voting for four more years of Bush.
Tonight was the moment for McCain to take a dramatic step to distance himself from Bush, a step so radical as to surprise voters and pundits and commit it to their mind in the weeks ahead, no matter what Democrats throw. As McCain was apparently not interested in the one-term pledge, he could have taken a surprising policy step that is completely at odds with the President’s Administration - perhaps on torture, perhaps on something voters feel even more strongly about. Perhaps this sounds like too drastic a move, but it was no small challenge McCain was facing tonight.
He took the first steps in that direction, but stopped way short. His strategy was sound but it could have been pushed further. And that’s just for how the plan looked on paper, for it was also plagued by problems of execution. The same was true on Tuesday, when Lieberman’s message was clouded by the fact that it was Bush who opened the primetime hour and the possibility that Lieberman has some of his credibility among independents. Today, it was McCain’s uneven delivery that might have damaged its impact.
He has delivered some solid speeches in the past, but public speakers who are not natural orators need to rely on the energy of the crowd even more, and McCain’s script was not one that was going to inflame the crowd tonight. The speech’s first part sounded flat, and some of the strongest lines were undercut by too forced a tone. Take, for instance, one of the speeches’ most crucial lines: “I will reach out my hand to anyone to help me get this country moving again. I have that record and the scars to prove it. Senator Obama does not.” That McCain delivered the punch line with his trademark smug grin followed by a snicker limited its impact.
The speech’s last part, devoted to his years as a POW, was delivered with more emotion; after all, we have seen many times before (including at Saddleback) that McCain can deliver powerful anecdotes about his years as a POW. Despite what an MSNBC journalist claimed after the speech, McCain has seemed perfectly comfortable talking about his POW years for more than two decades now. Even so, it is remarkable that the campaign chose to make McCain’s POW years a focus of McCain’s speech after they were described at length by so many other speakers - including (in primetime hours) by Thompson (21 million people) and Palin (37 million).
From a purely tactical standpoint, is it safe for a campaign to bank so much on one period of its candidate’s life - especially after it backfired on Kerry? Today, McCain actually put a new frame on the story, one we had not heard at past events nor in the previous days’ speeches: he made it into a story about his own turn to service, his evolution from a selfish young man who thought only of his career to an ardent patriot devoted to serving America. Yet, even the most casual of convention watchers were bound to have heard McCain’s stories as recently as yesterday, so at what point do they lose its effectiveness?
In one final characteristic disconnect, the speech’s final crescendo - marked by fast-paced sentences urging people to “stand up” and “fight” were drowned by the crowd’s cheers over which McCain chose to speak. This dramatic finale was an encore of McCain’s 2004 convention speech, and that version of this pulsating call to service has been part of McCain’s promotional videos this year. But what was intended as an apotheosis celebrating McCain’s warrior-like resolve (”stand up, stand up, stand up and fight” is the speech’s last line) was barely audible.
In short, McCain took the path he ought to have taken, but he did not go that much further than the minimum. For a candidate who remains the underdog however much he has gained over the past two months, the safe minimum might not be enough.
My nightly convention analyses available here.

