When deciding the path for our country to take, democratic principles as we now interpret them dictate that we defer to the will of the people.  Political elites know that to enact policies, one must generally have the people on your side.  Good ideas and potentially sympathetic groups come in all kinds of packages, and often it is the delivery rather than the idea that is important in the public eye.  Bad ideas can be very persuasive when presented well, and good ideas can be presented terribly and correspondingly fail to gain traction. The political battle becomes less about who can produce the most convincing idea than who can field the best PR team.

 At their inceptions, the Tea Party and Occupy Wall Street were considered comparable movements for Republicans and Democrats respectively.  They were the grassroots of the extreme wing of their parties coming together and working for change.  There is one obvious and notable difference between the two parties, however: the Tea Party still exists and OWS does not.  

The Tea Party started by expressing itself in living rooms and had respectable people wearing ties at its helm.  It developed a compelling message of personal freedom and responsibility and made its way into the hearts of many Americans.  The Tea Party, as I’m sure you all remember, was at first the “Taxed Enough Already” party that complained mostly about having to pay for things like roads and schools.  I’m not really any more a fan of OWS ideology—they missed the bull’s eye by the same amount that the Tea Party did—but they did a much worse job of selling their image.  Sexual assaults, drugs, and homeless people do not a great political point make.

Previously a nicely polished movement with wide appeal, the Tea Party eventually turned into a conservative race to the bottom that has become a nightmare for Republican Party elites.  In 2010 Republican candidates were able to ride the Tea Party wave into office, but now they are having massive branding problems because of the Todd Akins and Richard Mourdocks of this world. If that’s not current enough for you, there’s also Lindsay Graham’s challenger, Det Bowers, a pastor who views women’s love of their children as the leading cause of their husbands’ cheating. The Republican elite cannot rein in the growing number of weird candidates running in Republican primaries, and it is hurting their image nationwide.  At least some, like Jeb Bush, have realized that they cannot look like their economic policy was developed by a coked-up Ayn Rand, or have their social agenda resemble the Westboro Baptist Church with more guns.

Opponents of fracking have done a truly fantastic job of packaging their viewpoints, while supporters have been hard-pressed to come up with arguments that are compelling in the public sphere.  Stories of flammable tap water and general ecological devastation are powerful, as is the voice of Middlebury’s Bill McKibben, the charismatic and passionate environmental activist who might as well lead the movement.

Fear is a powerful political tool, and the opponents of fracking have harnessed it masterfully to the detriment of better ideas.  For instance, regulation or a clear establishment of accountability would perhaps be preferable in a utilitarian sense to an outright ban.  But images of fire coming from a faucet drown out meek cries of “regulate!”  In lieu of good PR from a more centrist side—somwhere between “no way in hell” and “drill, baby, drill”—those with the best story, if not the best ideas, have won out.

Perhaps the only well-known and talked-about political movement here at Bowdoin is the campaign for divestment of fossil fuels.  The idea has taken hold at many schools, several of which are actively considering it. Bowdoin’s divestment movement is much less successful. Students tend to roll their eyes at the mention of it. 

I’ve heard general Bowdoin apathy blamed, but I propose another reason: really, really bad relations with the campus.  Building a slum on the quad (happened last year, sorry first years), circulating petitions that many students have called misleading, and a general “you’re with us or you’re killing the world” vibe don’t really result in making friends.  

Part of having a persuasive message is knowing your audience, and many students here tend to be unreceptive to showy or preachy movements.

The secret to electoral or policy success is not necessarily a good idea.  People are more convinced by a well-articulated message than a coherent idea. Most people often won’t look past a gilded exterior to a bad idea on the inside, and it is even harder to ignore really bad delivery to embrace a good idea.

The importance of branding and messaging cannot be underscored enough for political entrepreneurs, and citizens should strive to evaluate messages beyond the initial glitz.  In our democratic marketplace of ideas, it is the skilled promoter rather than the skilled idea-maker who is rewarded most.