This is the 17th article in a weekly series looking at possible 2012 presidential contenders. Click here to learn more about the series.
In 2008, former Gov. Mike Huckabee (R-AR) won more delegates in the Republican primaries than anyone but John McCain. The ordained Southern Baptist minister and current Fox News host is widely expected to make another run in 2012.
It’s easy to see why the last cycle’s dark horse candidate fared so well, as he has all seven traits the eight winning presidential candidates have had since the beginning of the 24/7 media age in 1980.
First, Mr. Huckabee is an optimistic candidate whose amiable approach to politics is similar to President Obama’s approach of disagreeing without being disagreeable. In fact, he’s one of the few Republicans who regularly speaks with liberal hosts, such as Bill Maher and Joy Behar (who called him her “favorite Republican”). That charisma matters, since he’s less likely than most of his competitors to scare the independents who decide elections.
His preaching background enables him to explain complicated policy issues in easily understood terms, as in this quote when he discussed the impact of mandates on state budgets:
“The biggest game in Washington has historically been, ‘We’re going to give the states more cops on the streets, we’re going to give them more education dollars.’ But with that, it’s almost like the heroin dealer, who gives you the first few opportunities to try it for free. Then you’re hooked, and you got to keep coming back to the pusher. The Federal Government has acted like a great big federal pusher and they give you a little tease but then you’re hooked for life.”
I’ll review Mr. Huckabee’s communications flaws and give him a grade below.
There are two small negatives with Mr. Huckabee’s performance.
First, he didn’t paint a clear vision of what he thinks the country should look like. Mr. Huckabee would be wise to more fully use his appearances to build a platform instead of serving primarily as an educator and analyst.
Second, he should wrap up each of his answers by returning to his larger messages. An easy way to do that is with a transition line such as, “…and the reason that’s important for people is….”
Those are small points. According to the seven traits all eight winning presidential candidates have had since the beginning of the 24/7 media age in 1980, Mr. Huckabee would likely fare well in a general election.
GRADE: A-
To see the other candidates I’ve reviewed so far, click on their names: John Thune, Mitt Romney, Haley Barbour, Newt Gingrich, Jeb Bush, Tim Pawlenty, Mitch Daniels, Bobby Jindal, Ron Paul, Rick Santorum, Chris Christie, Gary Johnson, Jim DeMint, Donald Trump, Mike Pence, Sarah Palin, Barack Obama
December 13th, 2010 at 8:11 am
You make some good points. The fact Huckabee uses the frame “heroin dealer,” and extends the metaphor with “pusher” to connect it to the notion of being “hooked” on federal money and programs is interesting. That extended metaphor frames government money as horribly addictive drug, dangerous in small hits, deadly if we overdose. And the metaphor paints government as a shady, drug dealers.
It’s an amazing frame loaded with emotional energy that even got my left-leaning blood boiling.
Being able to deliver flawless frames to set the tone of the message being communicated is a trick many have yet to master. Nonetheless, it is a skills, if mastered well, makes interviews like these a powerful communication tool.
December 13th, 2010 at 9:00 am
Rodger – thank you for your comment and for going into greater detail on “framing” than I did in the original article. As usual, you’re right on all points.