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Nixon made the war the central issue. He was bad on 'Nam and encouraged a mood wherein everyone was thinking about 'Nam for all of '72. M. didn't try to run on anything else. He didn't try to run on Democratic strengths. He was happy to make the war the issue. He started swinging really hard on that issue and on no other issue.
This was a problem for a couple reasons. The first reason is that Republicans have a natural born advantage when people think about war and national security. No matter how much more dangerous Republicans make the world, people are willing to give Republicans a big advantage on this issue. So M. allowed a mood to exists wherein he said, 'yes, the Republicans are right about the world -- the war is the most important issue.' Voters said, 'well, if the Republican world view is right, maybe we should stick with Republicans even if they don't seem to have their shit together with this particular war.
Another way to think about this is that voters have a whole host of issues they vote on. What happens on election day isn't so much that they average out all their issues and pick the guy who is better, on average. What they do is ask themself, 'what is the most important issue today?' and they pick the guy who ranks number one on that issue. Therefore, a candidate can come in second on every issue except one, but if that one issue is the issue that voters care the most about on election day, then that candidate will win. (I remember reading that Bush came in second to Gore in just about every issue of voter concern except people thought he'd lower their taxes more -- somehow, Bush got a lot of voters to move that issue to the top of their list of concerns and vote on it in 2000.)
Furthermore, a candidate's problem isn't so much trying to come up with strategies that win every vote. They're just trying to win 50% + 1 vote. So you're not always worried about moving up your strength to the top of the opposite sides' list. You want to hold together your own coalition.
For example, when McGovern made the war the number one issue, he might have found some people in the middle who were willing to come over to his side. But he was also reaffirming for a lot of people on the right that the war was important and therefore a vote for Nixon was right. If M. hadn't acted like the war was THE issue, he might have found that some people on the right wouldn't have made national security their top issue, and would have voted for him because he ranked at the top of the list of some other criteria that would have replaced the war as the top concern. In other words, he was helping Nixon hold together his coalition of right wingers who were not doves at all.
The second problem with M. making the war the number one issue is that it was an issue that was totally and utterly within the control of the Republican party in 72. Some issues aren't in the president's total control (although everything, more or less, is within some sort of control of the president -- including the economy). However, the conduct of military action--well, the president IS the commander in chief. Other than a declaration of war and getting money to do what you want, there isn't much that the congress or anyone else can tell you to do when it comes to moving your pawns around on the chess board of military action. The president is in TOTAL control of that issue.
So M. made the war the issue. What did Nixon do? Well, he said the draft would end. Unfortunately, that was probably the biggest reason many young people even cared about Vietnam. They didn't care about imperialism or fascism or even comunism. They cared about getting drafted and getting shot before being able to go to law school or business school. When it sounded like the draft wasn't going to be an issue any longer, a lot of young people probably checked out.
The next thing Nixon did was pretend that he was going to pull out troops from Vietnam. He didn't even need to do it. He just needed to say he was going to do it (and after he won, he did the opposite).
So there you have it: you make the war the number one issue. You pretend that you're going to pull out, you let people know there won't be a draft (after having one, or pretending that you were going to have one) and you do this a couple months before the election. Voters think, 'why change horses in midstream during such dangerous times?' and 'so, if I'm happy about the direction the war seems to be going, was there some other reason to vote for the challenger?' In '72 they answered those questions with, "no, let's not change horeses," and "the challenger didn't give me any other reason to vote for him other than this war" and they voted for the Republican.
Sound familiar?
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