US Elections: Issues vs. Perceptions

Sep 14, 2008 Clarence E. Pilgrim, Features / Columnists

By Clarence E. Pilgrim

John McCain’s campaign manager Rick Davis gave a strong and disturbing insight into their campaign strategy when he indicated that he believed that the election would be decided largely on voters’ perceptions of the candidates’ personalities.

When he told the Washington Post that the election is not about issues but about a composite view of what people take away from these candidates, he was clearly stating what the orientation of the Republican Party’s thrust would be.

It is little wonder that the Republicans campaign material, although full of a number of potentially positive issues, has chosen to focus on painting the character of Obama with a tainted brush.

It would be unfortunate if the election campaign descends from the pillars of issues to the deep and treacherous pits of mud-slinging, name calling and character assassination.

The election, if it is to have a credible result in the eyes of the world, must focus on the key issues which include the Iraq war, tax-cut policies, affordable healthcare, America ‘s alliance with other countries, the downtown of the economy, terrorism, the fight against AIDS, energy needs, environmental issues, etc.

The battle for the White House will indeed be a historic occasion for both parties. John McCain being the eldest of the elder statesmen to contest the election, while Barack Obama, has emerged as a fundamentally fresh breeze of change to blow towards Washington.

As citizens of the world watch these two financially well-endowed Titans do battle, one is left to wonder where the line of good money crosses into the realm of bad money for Democracy.

The millions of dollars which are presently being invested in each candidate’s campaign, although essential, should be managed in the way which will get across positive messages which seek to educate the electorate and not attempt to undermine and distort the credibility of facts.

What is a fact is that the Democratic Party has a clear opportunity, according to well-positioned opinion polls, to capture both the presidency and the majority of both houses of congress.

It is quite clear that there are many voters who are following the campaign realise that both candidates are not perfect, while they are striving to put forward the platform they think it is best for the country and by extension the world stage.

But for some voters, because of a reason or reasons, both candidates have fallen short of their goal. Persons who are independents have to varying degrees indicated their preference or lack of preference.

It is not an understatement to posit that some form of despair or depression has occurred, on one side of the scale and on the other side there even appears to be resentment and hostility towards one or the other of the candidates. In some cases it’s even both!

Whatever measure is taken, it is quite clear that the US economy will be a central concern to the rest of the world since it significantly impacts on the world economy in varying degrees.

However, with the emergence of stronger trading blocs and less dependant national economies, it is uncertain to what extent the impact of the economic waves emanating from the US will have on certain specific regions.

There is clearly the need for both parties to pursue a course of positive action and exercise the highest levels of civility and verbal restraint.

It is the hope of many that when the dust settles there will be a stronger and better America, one which serves the nobler interests of not only the citizens of the US, but to the entire global village.

Now that the razzmatazz of the party conventions are over, let us sit back, relax and weigh our support based on the substance of the issues of the day. This election will not be won on perceptions of the candidates’ personalities!

Clarence E. Pilgrim is an environmentalist, advocate for human rights, educator, a senior officer in the Antigua & Barbuda Civil service and volunteer for various non-profit organisations.

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