Dr. Rachel Bitecofer is a political scientist who rose to fame doing in 2018 and 2020 what Nate Silver did in 2008 and 2010: calling the midterms and presidential election nearly perfectly and well ahead of everyone else. Unlike Silver however, Bitecofer is parlaying her knowledge and analysis into a Democratic PAC called StrikePAC, whose job it is to teach Democrats how to fight the Trumpist GOP. Needless to say, she's predicting a Democratic wipeout in 2022 unless Dems get in gear and start listening.
Listening to her, specifically, as her interviews with Salon's Paul Rosenberg reveals.
On "Morning Joe," you said your new PAC "is about bringing a brand offensive against the whole Republican Party. It's not just about Donald Trump, but it definitely includes him." Three things struck me about that. First, that seemed to be exemplified by your ad, "Fuse." Tell me about that one. Why is it shaped the way it is, and why now?
All four of our launch-packet ads are targeted toward different aspects of this branding offensive. "Fuse" is geared towards a national audience. In political advertising, the conventional two types are what we call "persuasion" — which is trying to get voters who don't have a firm vote to come over and vote for you — and the other type is "mobilization," making sure your core voters will show up.
What Strike PAC is doing is not within those two buckets. It certainly has overlap — it's performing both persuasion and mobilization. But what it's arguing is, "Look, the GOP doesn't really run anything except a marketing/branding op and it's predominantly a branding offensive against the left." They don't spend a lot of time on their own brand, but they do spend a lot of time in their messaging on discounting, discrediting and debasing our brand. That will go from everything from economics to the "woke" war, so it's always about showing us as unattractively to voters as possible. We've never answered that.
Democrats, up until now, have been told by their consultants, "Don't worry about it," or "Don't push back on 'socialism' or 'defund the police.'" To their credit, candidates are starting to understand when somebody is lobbing missiles at you, you can't just stand there and pretend it's not hitting. They are starting to try to put forward a response. But the it's a defensive mechanism, it's not offensive. The GOP is saying, "We're going to have a debate about these topics," and when you enter into that field, you are basically on the defense the whole time because you're having a conversation that's been structured by the opposition party.
So that's what "Fuse" is trying to change?
It's flipping that GOP tactic over to our side. It's attacking the Republicans to make a conversation about their anti-democratic power grab, that goes back from contesting the results of 2020, an armed insurrection, Trump actually trying to use the Justice Department to stage a coup, and the Republican Party's wholesale embrace of that.
It's not like Trump did these things and the Republican Party stood against him. They have slowly but surely normalized this anti-democratic behavior. In fact, they have doubled down on it by going into these state legislative sessions trying to restrict voter access for progressive parts of the electorate, even going so far as to put provisions that take the certification process away from nonpartisan actors and into their partisan hands.
That conversation is something you might see if you're me or you, if you're very political, but for the broader electorate it's happening completely invisibly. There's very little media coverage — certainly not saturation coverage like you would see for Clinton's emails — about this power grab, what that means for democracy and what it means for Democrats in the next cycle.
So "Fuse" is about fixing that problem, putting the stakes of 2022 in clear-eyed focus for the other half of the electorate. Because the Republican electorate has been told now for a while that the other side is coming after democracy, right? So it's their belief in a Democratic Party that has been articulated by the GOP. It's completely out of whack of reality, but Republican voters believe that Democrats are trying to "destroy democracy," and what they're doing is saving it. It's not like they don't have a motivation. So we really need this side of the electorate to realize that this meta-conversation about American democracy is on the ballot in 2022.
To me, "bringing a brand offensive" pretty much describes how Republicans have run the vast majority of their national campaigns at least since Ronald Reagan, if not Richard Nixon. Democrats have virtually never done so—not even when Trump first ran in 2016. Why do you think that is?
That's exactly right. You could believe it's a problem that began when polarization really began to take off in the mid-2000s when asymmetry appears, and to some extent that's true, because Republicans developed this technique of making every election a referendum on the Democratic brand. But you're right, it does have its roots back in the 80s.
That said, we really do see a distinct version of the modern GOP that has its origins in that 2004 Bush re-election campaign with Karl Rove, to use the gay marriage issues to turn out on their side, but also to talk about politics — including Senate and House races that might have otherwise been more local — with the intention of making them about the national party, about the national political climate and the national brand. That really starts to solidify with the 2010 midterms. They made it a referendum on Obamacare and Nancy Pelosi, and tied every candidate to that as tightly as they could. So every candidate really didn't stand for re-election on their own performance in office or voting record, things that people think traditionally mattered. Instead, it was all about whether they were a Democrat.
We never made that adjustment at all. In fact, it seems like we don't even really recognize how distinctly different voter behavior in the two coalitions are and how hyper-partisanship has changed things. Whether or not we want that change, it's there, right? We've been grasping for this old-school model of electioneering, it's like when Sega was replaced by Nintendo.
The GOP is running this very strategic, very intentional branding campaign, and we're still talking about politics in terms of policies and things like that. We're arguing that we are making a huge mistake when we're tinkering around in the branches of electioneering infrastructure on the left, because our real problem lies at that root level, where we are not engaged in a campaign technique that matches the moment.
And she's right.
What we need are Lincoln Project style ads from a Democratic source. Not only has Bitecofer figured this out, she's making the PAC to do it.
More power to her.
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