This piece originally appeared on The Patriot Project
Imagine that it’s 1997, and you’re a strategist trying to figure out how to get George W. Bush, of all people, into the White House. Your candidate’s record is, to put it mildly, not so great: he had been elected Governor of Texas in 1994 and before that … well … never mind. His term as government is marked by cronyism and corruption, and if elected to the nation’s highest office it promises to be more of the same.
If you’re going to win this you will need to mask your candidate’s record and agenda. You need a strategy that turns your opponent’s advantages into disadvantages, and, most important, that distracts everyone from your own candidate’s awful record. And to accomplish this you need a team that is willing and cynical enough to do what it is going to take to sell your guy. Bush’s top strategist Karl Rove learned his licks alongside Lee Atwater. Rove and Atwater went back a long ways,
Back in 1972, the 22-year-old Rove was a candidate for chairman of the College Republicans. The rambunctious Atwater was his Southern regional coordinator.
What kind of campaign schooling did Rove receive? In 1981 Atwater, then a Reagan strategist, said in an interview,
You start out in 1954 by saying, ‘Nigger, nigger, nigger.’ By 1968 you can’t say ‘nigger’ – that hurts you. Backfires. So you say stuff like forced busing, states’ rights and all that stuff.
In 1988, Atwater ran Bush’s father’s campaign against Michael Dukakis,
