Romney, The ProductOctober 15th, 2012 12:00 am E. J. Dionne
WASHINGTON — As he tries to engineer a comeback in this week’s presidential debate, President Obama needs to recognize two things. First, when it comes to politics, Mitt Romney treats himself as a product, not a person. Second, Republicans cannot defend their proposals in terms that are acceptable to a majority of voters.
You can imagine Romney someday saying: “Politicians are products, my friend.” There’s no other way to explain why a candidate would seem to believe he can alter what he stands for at will. His campaign has been an exercise in identifying which piece of the electorate he needs at any given moment and adjusting his views, sometimes radically, to suit this requirement.
In that respect, Romney does Richard Nixon one better. When Nixon was looking to revive his career in the 1968 campaign, the terribly scarred veteran of so many political wars realized his old persona wouldn’t sell. And so he created what came to be known as the “New Nixon” — thoughtful, statesmanlike and tempered. The operation worked until Nixon’s old self got him into trouble.
But manufacturing the New Nixon took years of painstaking effort. New Romneys appear on a monthly, weekly and sometimes daily basis. Thus did Romney move far to the right on immigration last year because he needed to dispatch nomination rival Rick Perry, a moderate on that one issue. Since then, Romney has been trying to backtrack to appease Latino voters.
During the same nomination battle, Romney abruptly changed his tax policy to placate the supply-side-Wall-Street-Journal-Grover-Norquist axis in the GOP. Romney’s initial tax proposal was relatively modest. The right wasn’t happy. No problem, said Romney, and out came his new tax plan that included a 20 percent cut in income tax rates, “rate cuts” being a term of near-religious significance to supply-siders.
Romney pointedly asserted (again, in the primaries) that he wanted the tax cut to go to everyone, “including the top 1 percent.” But this doesn’t sell to swing voters now, especially after the leaked video in which Romney wrote off 47 percent of Americans as incorrigibly dependent. So in the first debate, Romney tried to pretend that he didn’t want to cut rich people’s taxes. He reassured us that “I’m not going to reduce the share of taxes paid by high-income people.” (By the way, he could cut taxes for the rich a lot and still keep their “share” of the government’s overall tax take the same.)