I greatly enjoyed Rand Paul's performance yesterday on
"Face the Nation." At one point, I was moved to exclaim "He's very articulate," and Meade quipped, "And
clean." Anyone other than Paul who's hoping to run for president better observe Paul carefully. He's setting a high standard in speaking skill. Now, Chris Christie also has his verbal ability, but it's different from Paul's, and Paul was invited to criticize the way Christie speaks, with that viral clip of Christie forcibly deflating a heckler:
GOV. CHRIS CHRISTIE (R), NEW JERSEY: There's been 23 months since then when all you have been doing is flapping your mouth and not doing anything. So, listen, you want to have the conversation later, I'm happy to have it, buddy. But until that time, sit down and shut up.
Now, when I hear that, I laugh and say something like "I love it!" But here's how Paul reacted, prompted by Bob Shieffer's question: "What do you think? Is that the right demeanor for somebody getting ready to run for president?" I'll boldface some notable word choices:
PAUL: I think this sort of bully demeanor may go over well in certain places. But I can't imagine that -- I grew up in the South. And we're, yes, ma'am, and, no, sir, and a little bit more polite. So, I don't think that -- I think people want someone to be bold. And there was a time when I thought, you know what? When he stands up and he says things boldly, that's kind of good. He's not taking any flak. But there can be [too] much of that too. We live in a world where we have so much cacophony of voices on TV sometimes of yelling back and forth. And I think there's a resurgence of people who want a little more civility and discourse.
Notice how subtle the critique is. We only need "a little" more politeness. He's not slamming Christie. He said the word "bully," but he didn't call Christie a bully. He referred to the "demeanor" as "sort of bully," and noted that in some regions of the country, it might not "go over well." He swapped out "bully" for "bold" as he continued, and he said that it was even "kind of good," but in the right dose, perhaps dispensed by someone with a better understanding of what the right dose is, which would, of course, be Dr. Paul. Paul deftly offers himself as the man with the good balance of boldness and politesse. He doesn't directly say that, but he's from the South, and the people in the South have more of a culture of polite speech.
And I love the form of his call for "civility," which is also indirect. He tells us that there are "people who want a little more civility." It's not that there's no civility now or that we need much more civility. We just need a little more civility. And, note, Paul doesn't even say that
he likes or wants civility, only that he
understands those people who want more civility. Best of all, he links "civility" with "discourse." It's not mere blandness that people want. They want the "cacophony" and "yelling" to give way to back-and-forth substantive conversation to make us more informed, thoughtful, and able to interact with those who have differing beliefs and preferences.
I'm carefully parsing this and am impressed with the detail and the balance to these remarks that just rolled out of the man. But when I listened to the interview the first time, I'd thought I'd heard a contradiction. I wrote down 2 words to find in the transcript for this blog post. The words are "hell" and "sucks." "Hell" actually doesn't appear in the transcript. Seconds after hearing Christie's "sit down and shut up," I'd remembered it as "sit the hell down and shut up" or "sit down and shut the hell up." But "sucks" is in there, and it's Rand Paul who said it. This was an earlier part of the interview which became relevant to me after I heard what he said about polite speech:
SCHIEFFER: You know, you had a somewhat surprising comment the other day. You said -- and this is your quote -- "The Republican brand sucks." That's a pretty unusual rallying cry in an election year. What do you mean by that?
PAUL: Well, you know, what I meant by that is that, if I were to go into a college campus today and I were to talk to a young person and say, hey, you want to be part of the Republican Party, or let's say I go and talk to a young African-American male or woman, do you want to be part of the Republican Party, the initial perception of our brand is, hmm. Like, for example, I had a meeting with some conservative African-Americans recently. And I said, let's try to get something moving nationally. And they said, well, yes, but we may not want to put the word Republican in it. So, that means essentially our brand is broken. I don't think what we stand for is bad. I believe in what the Republican Party values. But we have a wall or a barrier between us and African-American voters. So, I have spent last year trying to break down some of that wall and say, look, maybe what the Democrats have been doing for you or maybe you're being taken for granted. Maybe it's not working. Maybe we could look at some of these Republican proposals for poverty, for long-term unemployment.
That was a great answer on what was the real substance of the question: Why is "Republican" considered a bad brand? But he did say "sucks." If Christie shouldn't say "sit down and shut up," why is Paul saying "sucks"? One answer is that Paul wasn't in the South. He was in Detroit, speaking in what
the newspaper called "a predominantly middle-class African-American neighborhood." He said:
"Remember Domino's Pizza? They admitted, 'Hey, our pizza crust sucks.' The Republican Party brand sucks, and so people don't want to be a Republican, and for 80 years, African-Americans have had nothing to do with Republicans."
It's smart to talk about Domino's in southern Michigan, where the big brand got its start. And it's entertaining to remind us of the old campaign that featured Domino's haters insulting the brand: "Worst excuse for pizza I ever had," etc. I don't think the word "sucks" ever appeared in those ads, but "sucks" sums it up quickly and sharply, and those ads are the classic example of
a "mea culpa ad campaign":
Domino's very public admission of its own awfulness might represent the most elaborate mea culpa ad in history. But it's hardly the first. Companies sometimes admit their flaws and faults in a bid for public empathy. The strategy usually has two parts. Part one: Fess up. Part two: Vow to do better. While Domino's never quite expresses remorse, the crusty comments in its commercial do set up the company's promise to improve, with better ingredients and a new pizza recipe.
Airlines such as United and JetBlue have prostrated themselves in public to mollify travelers enraged by scheduling snafus. Fast-food outfits have done it, too; Hardee's trashed the poor quality of its hamburgers in an ad campaign a few years ago. Domestic car manufacturers have practically made an art of acknowledging their shortcomings; General Motors went on an apology tour starting in late 2008 when it began lobbying for billions of dollars in federal bailout funds. Last summer, as it went through Chapter 11 bankruptcy proceedings, it flooded the airwaves with a commercial that acknowledged, "General Motors needs to start over in order to get stronger."
So Rand Paul seems to be doing some deep thinking about restoring the GOP brand. He's openly talking about it, inviting discourse on the subject. "Sucks" may be a bit strong. Even if it's not too strong for northerners — as
Mitt Romney learned — whatever you say anywhere will be heard everywhere.
It's possible — and don't freak out, stay calm! — that Rand Paul is using the word "sucks" to create anxiety about the likely Democratic Party nominee, Hillary Clinton. Do people want Bill Clinton back in the White House? I hasten to note that the "sucks" in phrases like "that sucks"
does not have its etymology in blow jobs. That creates nice deniability if anyone ever corners Rand Paul about saying "sucks," but etymology isn't enough to keep people from thinking about blow jobs.
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