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Here's what I think:
Why did he do it?
1) McCain realized that he was in a losing position, but it's not clear at this point just how badly he is going to lose, but he was on the short side of the deal.
2) The pool of highly qualified candidates for the position who were willing to be picked was a bit shallow. Especially the ones the McCain himself wanted.
3) He needed a 'game changer'.
What did he do?
He tossed the long one:
1) McCain has a problem with the far right Christian fundamentalist wing of his party; Palin will certainly shore up that part of the base.
2) There is some number of women who may be reachable on this basis. Nobody knows just how many, and we here at DU can't believe it's a very big number, but the actual number is unknown and Palin will appeal.
3) The rural and mountain West is in play this year. Palin's governorship of Alaska, her hunting/fishing/snow machine riding, tight jeans and snappy repartee plays well in this venue (I live in Wyoming). Again, not known how successful it will be, but it might have legs.
4) Some number of voters who don't have any other way to make a choice may find her attractive. We know there are lots of folks who are still in a quandary on the day before the election. No reason they should be, but they have a decision-making disorder. Palin could pull some of them the same way impulse items at the check out counter do.
5) She throws a bit of a wrench in the works for the Obama/Biden campaign. Barack is playing it well, and I expect Joe will, too, but there are some land mines they have to be careful to avoid. Either of them could toss off an innocuous comment that, with vigorous spin by the right, could take a few more voters across the line (or at least make them stay home).
So, not a big, earthshaking strategic initiative, and not a blind blunder; it's just a bunch of 'a bit here' and 'a bit there'. If it is a tight race now, that could be all it takes to make the difference.
What do we do about it?
We counter her the same way: no big conspiracy theories, no scandal mongering or muckraking, we just take as many of those voters back as we can, one by one.
1) There are many deeply religious Christians who have social consciences; really, there are. Don't give them up automatically.
2) There are some women who are using the gender issue as an excuse to do what they want to do anyway; don't bother with them. For a other women it's not so set in stone. Ranting won't help, treat them like any other fence sitting voter and just work the issues.
3) Ditto those of us in the rural and mountain West; she's superficially attractive to some 'Western values' voters, but only just. Stay on issues of sustainable economic improvement in our states and Palin's performance in her own state (economic improvement linked solely to the rise in oil prices).
4) Those with decision making disorders will jump the direction they jump in the last 24 to 72 hours before they vote. There will be a crescendo of campaign effort battering them. Try to reach through that noise and make a direct contact with any of them you can identify. Not phone banking or text blasting or signs on street corners - direct one to one contact. Remember Tip O'Neill's rule - 'Sometimes you just gotta ask.'
5) Cross your fingers that the campaign stays as skillful as they have up to this point and continues to become more skillful, and don't add to the land mines they have to beware of.
We'd all like to see the Republicans crash and burn on this; some big conflagration of scandal and opprobrium that would make them not want to come out of their holes until the next cicada triple dip. If they do it to themselves that's great, but I don't think we can do it to them. We win by the simple day to day process of moving peoples' hearts and minds. That's what Barack is doing; we can do the same.
Venceremos.
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