This, in particular.
I live in the extremely red NY-27, where today Chris Collins is defending his House seat against Democrat Nate McMurray. Collins was the first member of Congress to support Trump, way back when Trump was just emerging. He is currently under indictment for insider trading, and as best I understand it, some of the best evidence against him involves public statements made on the House floor, so the “innocent til proven guilty” thing is a bit strained in this case. The Republicans tried to get him off the ballot, but could not because the only legal method would be to have him run for some other office, and no local Republican town in western NY was willing to accept him as candidate for anything. Collins’s fund-raising has been abysmal. Lawns around here are packed with GOP signs… but almost none contains a Collins sign.
Yet, Nate Silver gives Collins an 80% chance of winning. Why?
Well, one huge factor is the advertising. I avoid ads, but while doing my daily treadmilling I watch YouTube videos of gamers, and I have seen one ad repeated for each campaign:
McMurray had more money to devote, but his ads are bland. He says little about himself, does not even defend himself against the untrue charge that he is anti-Second Amendment, which is political suicide around here. He simply shows video of staid Republicans saying how they cannot vote for Collins. End of story.
Collins’s ads show footage of a mob rioting. The voice over intones ominously how you can judge a person by the company they keep, and goes on to say how McMurray is endorsed by Cuomo, will vote for Pelosi, supports open borders, and goes along with the mob. (Justifying, I guess, the footage of the mob rioting.)
Looking at this in terms of strategy, Collins’s ad is vastly superior. His people understand the primacy of emotional video footage, and that one detail all by itself far outweighs the entire McMurray campaign. They also cash in on the visceral disgust people around here feel for the Cuomo state administration – even we Dems feel he needs to be reined in. The untruth about open borders is almost lost in the mix, but it is, in itself, carefully crafted. Collins manages to tell the xenophobic he feels for them, but does so without threatening the many big Republican ag interests that rely on cheap, compliant undocumented labor.
It’s a masterpiece of an ad designed to nudge all those “I’m a Republican but way too ashamed of Collins to ever post his sign in my yard” into, at the last moment, checking his box along with the rest of the GOP slate.
And Collins’s campaign did this with vastly less money than his opponent. It’s just that the GOP is packed with political strategists who play excellent chess. They are excellent at use of emotional video, but also at thinking tactically about issues and target groups.
Our side rebels at thinking about this as a strategic contest, and so consistently operate at a huge disadvantage. Kind of ironic when this is so true even on a gaming forum where so many posters think this way routinely in their games. Not sure what to do about the rest of our side, but if people here would just re-imagine our contest with Republicans as a giant computer game, where the goal is simply to win the House, the Senate, the Presidency, the state houses, and the courts… well, this would produce much clearer thinking on the subject.