VP Picks Changing the Campaign Narrative

It is widely understood and repeated that individuals don’t vote for vice presidental candidates, but rather for presidential candidates.  The 1988 (vice) presidential race pitted well known, well respected Lloyd Bentsen against relatively unknown yet widely ridiculed Dan Quayle, with little consequence to the eventual outcome.  While the vice presidential candidates will eventually fade from coverage, the do play a deeply important role which is often overlooked.

Selecting a running made not only offers a candidate an executive opportunity, it also allows him or her to refocus the campaign’s image.  Discussions of Joe Biden or Sarah Palin will be framed in the context and qualities of his or her selector.

Twitter was aflutter with discussion of Sarah Palin this morning. The cable news networks have quickly followed, trying to describe the rationale for her pick in terms of the John McCain. But going forward, as converage moves back to McCain, his pick will also reflect back on him.

As the candidate of change and hope, Barack Obama had the opportunity to affirm the sincerity of that message with his selection. Instead, the Obama campaign wheeled right and showed a new, much more aggressive image. Biden was immediately slotted for an attack role, but it didn’t stop there. Obama followed, focusing a great deal on McCain in his Thursday speech. This quick and well executed turn signals that, unlike in the past, Democrats will respond to attacks. It may also allay criticisms of Obama as being unprepared to lead. A more assertive Obama - one willing to pick a fighter and go after McCain - will appear stronger and more presidential.

Throughout the summer, McCain has run on a message of “ready to lead”. Right now, the McCain camp is furiously working to rebrand its entire campaign. Deeming experience enough to close the gap, but not enough to win the election, McCain has pivoted on the issue of reform and emerges again as the reformer he was once known as. Palin brings congruence to the maverick image, both in her own story and in the story of McCain picking her. As pundits and voters examine Palin’s record and story, each item will be understood in terms of McCain’s legacy of independence and penchant for boldness. I expect to hear a lot more on these qualities going forward.

The selections do mark a tremendous shift in tactics for both candidates - and potentially a risky one, especially for Republicans. While Americans may not vote on vice presidential candidates, the story has been refreshed and campaign strategy remapped.

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