US elections — It’s about style

It is thus not surprising that the presidential candidates literally go into retreat rehearsing their performance in dummy debates with fictitious opponents. They also employ teams of supporters to practice answering questions and beauticians to groom them for the spectacle. During the debates, attention is also paid to project the symbolism of family background, age and experience that voters give high priority to in making their choice. The Americans not only want a well groomed President but one who is also an archetypal "family man". George Bush Jr practiced his debate at his family ranch at Crawford. This carefully chosen locale — the ranch — is the symbol of his very provincial Texan family moorings. Bush was assisted there by several aides including Senator Judd Gregg who played the role of his rival Al Gore in the dummy debates. To back up his "back to the roots" image he touted "family agendas" in his speech. The emphasis was on "family oriented" television time and filters in schools andlibraries to control what children see on the Internet. Working parents were also lured by his announcements of more flexible work schedules for them. His Texas model of "politics by consensus" was highlighted as his achievement.

The reference point to Texas notwithstanding, the Texans have mixed feelings about Bush. At one level, he is no doubt seen as a "compassionate Conservative". Thus for instance, unlike other Republicans, he supports amnesty directed at immigrants who have been working in the US for many years. This has made him popular amongst the immigrant population of Latinos and Hispanics in Texas. He has of course earned this image as a result of the compulsions of working with a legislature that is equally divided between the Democrats and Republicans. The Republican image was bound to be diluted as "consensual politics" became the need of the hour.

On the other hand, Bush may not have been necessarily anti-Black and anti-women, but the major ethnic minorities of Texas (Latinos and Hispanics) have reasons to not vote for him. Latinos make up only 8 per cent of his appointments though they constitute 30 per cent of the population of the state. Their living standards has fallen in his governorship and their unemployment rate sits at 14 per cent as compared to the 4 per cent national average. Also, wages are lower in Texas than the rest of America.

It is these fears that increase his drive to project himself as not just a successful Texas Governor, but also a man not to be dismissed because of his young age, inexperience in national politics and the fact that he is often seen cashing on his father’s name.

He takes care in his debates of all these concerns since the pendulum swings on either side as far as these issues are concerned. To counter his inexperience and young age charge he has the elderly, experienced former Defence Secretary of his father, former President Bush Sr, as his vice presidential candidate.

Yet it is not all about style. There is substance in the promises of tax cuts and private sector solutions to social and economic problems and the much awaited military reforms. But when the electorate has enough and more to eat and splurge, earn and travel, it is ultimately style that will decide the victor on November 7, 2000.

The writer is visiting professor, University of Texas, USA