Political Theory: The Dukakis Campaign

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Political Theory The specific political theory that the Dukakis campaign corresponds to will be the instrumental-oriented approach. The instrumental-oriented approach is one that tries to correspond to tracking polls and public opinion changes as a means of crafting an image that individuals will buy in the voting booth (Henneberg, 2009). The Dukakis campaign used this strategy in the sense of having Dukakis go to a defense plant in Michigan to ride in a tank to combat images that he was soft on defense. Unfortunately it was seen as more of a political gaff, than shaping new opinion on his defense skills. Additionally, Dukakis would spend the bulk of his debate preparation to focus on the issue of Willie Horton and the death penalty, but the …show more content…

All of these central issues came from one major source, his record as Governor of Massachusetts. As Governor of Massachusetts, he refused to sign a bill requiring teachers to lead the pledge, he opposed the death penalty which Bush would use to great advantage including the debates, the weekend passes that would allow Willie Horton to get out and attack a man and rape his girlfriend, and his wife rumored to have burned an American flag during the Vietnam War. He tried to counter these in the debate with a question on the death penalty and the hypothetical rape of his wife, however his answers appeared cold and analytical which did not allow him to overcome the perceptions that Bush had crafted in his campaign message. With the defense issue, he tried to come out with a strong defense program in a policy speech in September of 1988, but the contents of the speech would allow him to be attacked as wanting to give up the Reagan defense policy that was showing real results in ending the Cold War (Sullivan, 1992). Coupled with that, Dukakis tried a photo op with a M1 Abrams tank in Michigan, but would come off as goofy and small. The strong political winds would stem from a popular President and a strong economy which he could not overcome, because of Bush’s connection with that success, thus Dukakis had to run on other issues to make his case. Lastly, Dukakis was an individual that tried to take a moral high ground in his campaigning, but he was up against an opponent that would use any means necessary to win. Additionally, Bush was surrounded by individuals such as Lee Atwater that would use dishonest methods as a means of crafting narratives of Dukakis in the minds of voters (Bartlett, 2016). Furthermore, Dukakis refused to go negative against the Bush which would give Bush multiple openings that Dukakis refused to respond to in the

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