It doesn’t matter who ‘started’ it. This isn’t a playground. You’re trying to win an election, right?
Look, the strategy is pretty simple: Reinforce your strengths and your opponent’s weaknesses. Amplify the fears of your opponent and minimize the fears the public may have of you.
McCain goes after Obama’s ‘elitism’ because Obama comes across as an elitist. It has nothing to do with money. It’s all about attitude and presentation. Fred Thompson is rich, but if you try to attack him as an elitist you’ll fail, because there’s nothing about him that would create that stereotype in the first place.
McCain’s strength has nothing to do with whether or not people see him as being rich. It’s going to be hard to paint him as an elitist, because there’s nothing about him that would make you think that of him in the first place.
The ‘elitist’ attack on Kerry worked because Kerry exuded elitism. He spoke thickly when simple speech would work better. He had an aristocratic air about him. He was somewhat of a braggart.
George Bush Senior was vulnerable to the ‘rich and out of touch’ label, because he too exuded that. He came across as an eastern rich snob, so when they caught him marveling at a grocery scanner, the meme of being ‘out of touch’ stuck. His son, on the other hand, is every bit as rich and privileged, but attempts to paint him in the same fashion fell utterly flat because Bush junior comes across as a good old boy who chops wood, and at worst as a hell-raiser who liked to drink and party.
McCain is vulnerable on his age. He’s vulnerable on his temper and demeanor. He makes a big deal about being a maverick, so he’s vulnerable to charges that he’s not. Painting him as a rich guy? No one cares. His personal wealth and buying habits are simply not issues voters are going to care about.
Obama’s strength is his intelligence, his speaking ability, and his promise to be a new kind of politician - a uniter, someone who puts behind all the divisions of class and race and brings everyone together. He’s vulnerable to any attacks which call that into question. He’s also vulnerable to damaging his own image by engaging in a campaign style that reminds people of the same old political crap they’re tired of.
In a way, Obama has put himself in a box - as long as his brand requires him to attempt to stay above the fray, he can’t fight back as hard as McCain can. So he has to use some Ju Jitsu moves in the campaign - if McCain attacks him as an elitist, his answer should be more along the lines of this:
“This is the same old attack we’ve been hearing for decades. I understand why they use it - it’s cynical, and it works. And why do they call me elitist? It can’t be because of my background, because I grew up poor and John McCain was the son of an admiral. It can’t be because of my work, because I chose to work in my community helping poor people rather than join a prestigious law firm. It can’t be because of my money, because John McCain probably loses more money in his sofa cushions than I have. I guess it’s because I have a good education and can articulate my thoughts well. But I think the American people would actually like that in a president. They’re tired of having a president who has trouble mustering the words in defense of America. And to paraphrase Barry Goldwater, “Education in defense of America is a virtue.” The real elitists are those who think that the American people want a dumb, folksy president. I happen to think the American people are very smart, and would like a smart, educated person to lead the country.”
Note how a response like that reinforces all of Obama’s strengths, chips away at McCain’s ‘maverick outsider’ image, and keeps Obama from damaging his brand. The call-out to Goldwater would make independents and Republicans happy, and the’re some subtle patriotism in the mix. It would also make McCain look small for the attack.
I’ll accept cash or cheques for my consultancy fee.