Cardin vs. Steele Debate Matches Ad Strategies
The October 3rd debate between Democrat Ben Cardin and Republican Michael Steele for the U.S. Senate from Maryland saw both men do, in person, what their television advertisements were already doing in the Baltimore, MD, and Washington, DC, markets. Cardin tried repeatedly to associate Steele, whose ads don't even mention that he is a Republican, with President Bush. Steele tried to position himself as an agent of change and Cardin as part of a corrupt establishment. Beneath the surface were their appeals to the state's African-American voters.
: MD-Sen, Ben Cardin, Michael Steele, George W. Bush, African-American Voters
Cardin, a long-time member of Congress, tried to move the campaign away from matters of style, which seemed to be stressed in Steele's ads, to issues. On a host of issues, Cardin tried to compel Steele to make his position clear. Cardin often helped Steele along by telling voters what Steele's position was and linking that position with that of President Bush. Cardin's strategy assumes that the majority of Maryland's voters disapprove of the President.
Steele emphasized a need for change in the way Washington conducts the people's business. He pointed to Cardin's years in the House and the different groups who were financially supporting Cardin's campaign as indications that Cardin was part of the Washington "problem." Steele sounded more like an independent candidate--even a reform candidate--than a GOP candidate.
Both men's strategies were consonant with the advertising they are broadcasting. Steele, in very "trendy" ads, has been stressing the changes he will effect in "politics as usual." Cardin has been stressing the differences on issues between the men, while insisting that, although "Michael Steele likes puppies, he loves George W. Bush."
The debate was staged in a predominantly African-American area in the city of Baltimore, prompting media commentators to suggest that the site itself suggested how crucial the African-American vote will be in the election. Clearly, Steele, an African-American, is trying to capture some African-American votes from the Democrat. In some recent elections, the African-American vote has gone 9:1 for Democratic candidates.
Steele's success, should he have any, will probably not come in Baltimore City, where Cardin's record is fairly well-known. It is likely to come in Prince George's County. There, affluent African-Americans might be susceptible to a call for change. The results in the Democratic primary for the 4th District Congressional seat, in which incumbent Al Wynn barely held off a challenger, suggests that there is some discontent in Prince George's County with politicians who have been too long in Washington.
