Massachusetts Senate Race Takes to the Web
October 17, 2011
by Alison King
And for republican incumbent Scott Brown that means tapping into the successful strategy of his 2010 special election win where campaigning in blue collar communities paid significant dividends in a state known for its democratic leanings.
"Scott's always backed up our veterans. He's always backed up our firefighters. He's always been in the community. I've seen him everywhere."
This just released web video is loaded with patriotic references and gushing testimonials.
All against a back drop of triple deckers and familiar landmarks.
Brown is even shown campaigning with a democrat: former Boston mayor Ray Flynn.
"That imagery is hugely important," said Peter Ubertaccio, a Stonehill College professor. "There's a lot of, I think, working class anxiety in the country...so he needs to portray himself as a person who has that common touch."
The web ad contrasts with the one just released by democrat Elizabeth Warren, a Harvard law professor who skyrocketed into a statistical tie with brown just weeks after she entered the race in September.
Warren has a different challenge.
"She still has to introduce herself to the voters of Massachusetts," said Ubertaccio, "and she does not want the Brown campaign or the republicans to define her as a Harvard elitist or liberal Harvard professor."
None of these videos are going to make or break a candidate at this early stage... But they do provide a window into the strategy going forward.
"They're establishing a narrative and campaigns are testing themes," said Ubertaccio. "They're testing their message their looking to maintain their base of support."
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