Leading up to the primaries this year, we saw many candidates running for president, with more announcing their candidacy every time we turned on the television. These races have led to record-breaking fundraising, as well as unprecedented spending. With figures like these, it is no surprise that the media has been focusing on the horserace of the campaign instead of emphasizing the candidates’ issues.
However, as the nation honed in on the horserace, so did the candidates, and some of them turned to negative campaigning. Nothing new to politics, negative campaigning has had a varied effect on political races. But with this race in particular, the candidates that fully engaged in negative campaigning did not fare as well.
For example, John Edwards, as much as he touted his policies, spent just as much time shooting down the other candidates in the Democratic Party. He clearly set him self up as being opposed to Hillary Clinton and the way she goes about politics. When it came to Barack Obama, Edwards said that he agrees with Obama’s messages of hope and change, but that he was the better candidate to fully implement those notions. It wasn’t what he said, it was the way he said it that didn’t come off so well. He was argumentative in his manner, making it seem more like a fight than a campaign.
I was lucky enough to get to meet Edwards when I was in Manchester, New Hampshire right before the primary up there. I was seated in the front row of This Week with George Stephanopoulos when Edwards appeared on the show. This was a prime spot to notice what the candidates said with the microphone off and on. When the camera was rolling, the first thing Edwards wanted to say to Stephanopoulos was bashing Clinton. As soon as the show went to a commercial break and the men turned their microphones off, Edwards leaned in to Stephanopoulos and asked, “So what did you really think of the debates last night?”
Stephanopoulos responded, “I agree with what I said last night. I thought you won it.”
“So you really think I did better than Hillary?” Edwards inquired. That was the last of what I could hear before the stage crew bustled around getting ready for the next take.
Obama and Clinton, on the other hand, have been less negative lately as they were in the past few months of the campaign. As they bickered less, their ratings have gone up, making it a closer race than before. Consequently, Edwards dropped out of the race, unable to garner enough support to justify continuing.
On the Republican side, the candidate most employing negative tactics was Mitt Romney. During the debates, he just picked fights with the other candidates. In fact, most media stories about him were about his attacks and attack advertisements. Either that, or the money he was spending to keep up with the other candidates who were spending less time badmouthing each other and more time fundraising. Not surprisingly, Romney just dropped out of the race, as well, because he was not doing as well in the primaries as his competitors.
Negative campaigning is as old as campaigning itself, but with this election, voters seemed turned off by it. Perhaps it finally will be an election based more on the issues than the horserace.