Last Tuesday in Iowa, the message of change trumped experience. So what does the Clinton campaign do to mitigate the third-place finish in Iowa as it prepares for round-two in New Hampshire? Change the campaign’s message to change. In other words, if you can’t beat Obama’s message, co-opt his strategy and make it your own. But the question is: will it work in Hillary’s favor?
At a high school event in Penacook on Saturday, Sen. Clinton based her experience as “35 years of change” against Obama’s “fine-sounding” and high-minded “promise of change”. However, the problem strategically with Clinton’s new message of change is rather than looking forward, it inherently looks backward by ironically relying on the nostalgia of the past—particularly on her husband’s legacy—and not the hope for the future. What distinguishes Obama from Clinton is that he possesses the forward looking message of hope—one that Clinton can never co-opt.
Strategically, in the past two months, the Obama campaign has been successful in taking his message of hope and change to deflect his weaknesses as an inexperienced junior senator from Illinois. Capitalizing on the Bush Administration’s mishandling of the War in Iraq, coupled by the Jack Abramoff scandal that has tainted old-boy Washington politics, Obama’s claim as a new face in Washington, untainted by its corruption and politics, is consistent with the message of change and a new direction for the country.
The reason why Obama won in Iowa—and will yet again win in New Hampshire—is that he was able to unite voters from across the board. From different age groups and ethnicities to Independents and disgruntled Republicans alike, Iowans caucused for Obama because many believe in the change he is offering. Unfortunately, for the Clinton campaign, many voters view her as part of the old establishment and also part of the problem.
Will this new message of change work in Hillary’s favor? While it’s an interesting claim, voters will realize it’s too far-fetched. In Tuesday’s election, New Hampshire voters will not buy it.
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