The whole interview is rather interesting, but the part I found particularly intriguing was when Stewart criticized Obama's communication strategy as being overly complex. He suggested a communication strategy where the administration focuses on a few core issues and articulates clear solutions to each. A strategy resembling Ronald Reagan. In essence, Obama's communication strategy isn't sticky enough. Reagan was called the great communicator not necessarily because of his oratory powers (even though he had an actor's touch with his words), but because he was able to make messages stick, "a government that governs best is one that governs least," "a people free to choose will always choose peace," etc. Now I am not a Reagan enthusiast, but Stewart is right you have to appreciate Reagan's communicative abilities. His messages stuck with people. Obama has this ability too. We saw it in his campaign. But now that he's here and has to follow up on his rhetoric, he's beginning to throw messages into Teflon...unable to get anything to stick.
Stewart very astutely described Obama's dichotomy as a communicator; being a prolific orator but being a less than prolific communicator. Obama has been called one of the greatest orators of our time, which seems to presuppose that he is a great communicator. But a key component of being a great communicator is being able get people to come to some shared meaning. Obama was unable to articulate successful persuasive messages to the American people on the public option, a single payer system, or a significant expansion of Medicare, and has received a significant backlash from many Americans. These visions just didn't stick. You could argue that these just weren't good ideas, and failed because of their inability to effectively solve health care problems. However, this may have also been due to the difference between the complexity of the issue, and the simplicity and stickiness between competing messages.
Obama was calling for sweeping reforms and extensive change; something that can cause excitement and hope for the future (campaign) or crippling fear and aversion (Presidency). He couldn't go back to the "yes we can" well because that epidemic ran it's cycle (epidemic in Gladwell terms, not epidemic in death and destruction terms...I'm not Glenn Beck...), so he devised a complex communication strategy because of the density of the issue. Republican's devised a counteractive communication strategy that is far more sticky. It's simple, easy to play off, and even easier to implement. It's so easy it can be condensed into one word, "no (with variations)."
Republican's aversion to anything Obama has sustained an adversarial communication landscape. Where pragmatism is traded in for political points (this isn't anything new and Democrats aren't innocent of these charges either). Now, I'm not saying Republicans don't have legitimate concerns about health care. Health care is an incredibly complicated and layered issue, and we need to get it right rather then right now, but there seems to be very little middle ground to tread. In order to create this middle ground Obama needs a clear solution and multiple messages that stick. He needs to adopt a Reagan-esque communication style where he is able to communicate clearly and concisely what he wants to do. Otherwise this incredibly important issue will be dominated by the fear of change and "no".
It's like when you decide to start exercising. In the beginning its a great idea. You almost feel good about yourself just for deciding to do it. But when you get into the gym, you realize sustaining a workout regiment is incredibly difficult. It's painful, time consuming, and you constantly question the costs and rewards of the activity. After two weeks you look at yourself and see little change. The costs begin to pile and the rewards are slim to none (pun absolutely intended). You begin to lose motivation. You begin to be dominated by the power of "no". Until finally it overtakes you. You stop going to the gym and you stop taking care of your health (get it.....health care.....care of your health......God I'm on fire...).
This obviously is not the case for everyone. Once you get through the growing pains, accept the change, and tell yourself messages that stick ("it's worth it", "you can do this", "I want to see my toes again.."), working out becomes apart of your life. It requires perseverance, resilience, and variety of messages that motivate you to change. Obama needs to do the same. Find messages that stick, so America can heal.
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