Christine O'Donnell wasn't the first to say “I Am You” – but you could argue she was the first to say it in a way that grabbed America's attention in way few politicians have. The "I Am You” political strategy is ubiquitous - it seems to be in every politician's playbook, no matter how ridiculous it might sound. Perhaps you're wondering why?
“They do it because it’s been done,” says Democratic strategist Robert Zimmerman. “That was a message that resonated years ago, but the electorate is a much more sophisticated electorate,” he adds. To win votes, politicians bowl, drink whisky, hunt and ride horses. But President Ronald Reagan’s horse was more subtle than, say, Bill Clinton grabbing burgers at McDonald’s, with his jogging shorts, and marriage problems. Bill Clinton was a baby-boomer's "I Am You" dream. He connected with them - and won. Analysts say the I'm-like-you strategy really exploded in 2008.
On the campaign trail, Sarah Palin gave shout outs to “everyday American people, like the hockey mom and Joe Six-Pack. And although some political strategists might say it's a tired tactic - the idea of you running the country resonated with many voters. “Because they’re angry, they don’t trust anybody,” says Professor Larry Sabato of the University of Virginia. “Who are they most likely to trust? Themselves.” But, is that what voters really want? Do they want a peanut farmer, like Jimmy Carter? A cowboy like George W. Bush? A Good Ole’ Boy like Clinton? Or a hockey mom like Plain – to run the country? In the end, says Zimmerman, “this election is not about whether a politician is like the electorate, its about what the politician is going to do for the electorate. That's what the electorate is demanding today and that's really what resonates.”
We'd like to know what you think...do you want a politician to be like you?