McCain and Obama: A Knockout or No Big Deal?
I’ve been watching too many of those office-supply commercials—the one where the woman tells her colleague just to hit the “easy” button. I caught myself watching the debates, wishing for a fact-checker button every time the candidates disputed each other about their past statements, positions, or promises.
(At one point as I flipped through the channels after the debates, CNN had their “fact checkers” reporting to help me out. Henry Kissinger, watching the debates, had just set the record straight that McCain, not Obama, had quoted his position correctly that U.S. presidents should not meet with leaders of rogue nations without preconditions. And the second fact-checker CNN played during my 5-minute channel-surfing was a YouTube video of a primary debate response of Obama’s saying what he argued in tonight’s debate that he’d never said.)
Although moderator Jim Lehrer seemed to have difficulty getting the two men to “mix it up” at the beginning and several times advised one or the other of them to “respond directly to him,” both candidates quickly got into the spirit of the thing. Precisely, in a word, the debate quickly grew ”spirited.”
I’d say neither candidate would invite the other to be best man at his next wedding.
Communication Style: So How Did McCain Do?
Body Language and Style: McCain has often been criticized for his temper; his effort to keep it under control was evident. The smile he kept on his face throughout appeared to be only pasted there in front of clenched teeth as Obama leveled charges that he obviously did not agree with and stated positions that McCain claimed Obama’s earlier voting record did not support. (At one point during some sharp back-and-forth on the energy bill, McCain directed this comment to the audience, “You gotta look at the record. Look it up. Look it up!”)
McCain’s challenge was to walk a fine line between reinforcing his theme of experience, yet not sound condescending to his less-experienced opponent. His word choices revealed the struggle: Seven times he used the phrase, “What Senator Obama doesn’t seem to understand…,” and the word “naive” crept in occasionally to describe this or that approach or idea.
McCain came across as authentic, natural, conversational. He looked comfortable and at ease, even injecting off-the-cuff humor to comments from Lehrer or Obama several times. After listening to him, I walked away feeling that I learned exactly what he thinks and believes strongly to his core on all the issues raised. Clear, unvarnished from his gut.
Structure: In a political debate, ”from the gut” can be both good and bad. Audiences see experience, judgment, character, passion, and priorities. But debators also miss key opportunities to structure their points, to attack, and to build and support a theme. That’s not to say McCain didn’t make some very strong points. He did. And he had specific facts, reasons, and experiences to support his beliefs and plans for the presidency. But he also rambled during the first segment when he got on the issue of “cut spending; don’t raise taxes.”
And he also missed some good opportunities 1) to reinforce his track record, 2) to repeat key themes of his campaign when appropriate questions were asked, and 3) to pick up on spots where Obama dropped the ball.
Communication Style: So How Did Obama Do?
Body Language and Style: As always, Obama was articulate, polished, prepared. He seemed less comfortable than on past occasions, however. His body language and word choices came across as far more arrogant than on previous occasions. The most noticeable was his continual references to “John” (McCain referred to him as Senator Obama all evening), adopting a very familiar tone. (Of course, first names typically fit our culture and mindset just fine—unless the words coming out of the mouth are adversarial.) Other aggressive word choices and body language: “That’s not true.” “Untrue.” “John knows that’s misrepresenting my position.” Smirking. Head shaking. Laughing at McCain’s responses. Sometimes all three negatives at once.
Structure: In past speeches, Obama has been criticized for vague platitudes. Tonight when the questions were asked, he quickly ticked off enumerated points on his various plans in a well-structured format. He had good command of facts and statistics. He missed opportunities, however, to weave a theme throughout his answers. In fact, one of the most frequent “themes” that came through was “I agree with John” (said 8 times), when his opportunity in the debate was to differentiate himself.
So Who Won?
I’ll just push the “easy” button tonight and call it a draw.



