Democrats Take Their Campaigns to Airwaves

The campaign for the Massachusetts governor's seat began on the ground with Democratic candidate state Sen. Michael J. Barrett '70 (D-Cambridge) walking across the state. It has now taken to the air--the airwaves, that is.

In a mad rush for votes in the upcoming primary, all three Democratic candidates have upped the campaign stakes, and its expense, by aggressively broadcasting television ads.

Their commercials clarify the differences between the candidates' campaign strategies, if not their political platforms.

While the Democratic front-runner, state Rep. Mark Roosevelt '78 (D-Beacon Hill), focuses on his family background and his candidacy, Barrett makes pointed jabs at Roosevelt. Former state Sen. George Bachrach takes on both of his Democratic opponents, distancing himself from their similar centrist beliefs.

But in their commercials, all three candidates profess to be either "new" or "real" Democrats, members of a contemporary breed of politicians willing to stray from the fold to get the necessary votes for the Democratic nomination.

In one of his two television ads, Barrett attacks Roosevelt as a lackey to the troubled president of the state Senate, practicing a whipped "Yes, Bill Bulger," in a mirror.

In his other ad, Barrett describes himself as "a maverick Democrat" in the tradition of Paul Tsongas, whose Democratic "human instincts" combine with "the fiscal responsibility of the other party." The "third way," as Barrett calls it, is a combination of liberal social policy and conservative economic policy. To the untrained ear, that might sound remarkably like the approach that led incumbent Republican William F. Weld '66 to victory in the last gubernatorial race.

But Barrett's press secretary, David M. Osborne, says that the key difference between the two approaches is that Weld's hands-off treatment of social issues--such as his pro-choice stance on abortion--doesn't translate to social concern.

"Weld doesn't care about people, about what he cuts, who he hurts," Osborne says. "He's completely oblivious to the damage he causes."

George Bachrach begs to differ. In a spot that features him standing in front of a videotape of a debate between Barrett and Roosevelt, Bachrach ridicules the middle-of-the-road approach of his two rivals as pandering to Weld's politics.

"They're part of a Democratic party that's lost its soul," Bachrach says. "These guys ought to start their own political party: the Republicrats."

But, as much as he dishes out, Bachrach has been left out of much of the on-air mud-slinging.

Barrett has chosen not to focus on Bachrach since he has not raised enough money to pose a major threat in the Democratic primary.

"George is a good guy who has not been able to raise enough money," Osborne says.

The only gubernatorial candidate who has not mentioned any of his opponents in his television spots is Roosevelt, whose commercial begins with mention of his family background--focusing on great-grandfather Theodore Roosevelt, Harvard class of 1888--and ends with Roosevelt's promise to promote personal responsibility.

Dwight D. Robson, spokesperson for Roosevelt's campaign, says voters, who often don't understand the basis for the political attacks, are tired of negative campaigning.

"There are four candidates for governor and only one candidate with a positive ad on," Robson says. "Voters have had enough of that, enough of that insider attack ad."

But according to Osborne, people have also had enough of "pretty" television spots with "gauzy information."

"People actually know what [Barrett] is saying," Osborne says. "After they see his TV ad, people may not know too much about Mark except that he's a Roosevelt. But people will know what Mike Barrett stands for."

Boston Globe columnist David Nyhan says, however, that neither Roosevelt's "Mount Rushmore-type" ad nor Bachrach and Barrett's negative television spots will make the difference in this year's gubernatorial race

But Barrett's press secretary, David M. Osborne, says that the key difference between the two approaches is that Weld's hands-off treatment of social issues--such as his pro-choice stance on abortion--doesn't translate to social concern.

"Weld doesn't care about people, about what he cuts, who he hurts," Osborne says. "He's completely oblivious to the damage he causes."

George Bachrach begs to differ. In a spot that features him standing in front of a videotape of a debate between Barrett and Roosevelt, Bachrach ridicules the middle-of-the-road approach of his two rivals as pandering to Weld's politics.

"They're part of a Democratic party that's lost its soul," Bachrach says. "These guys ought to start their own political party: the Republicrats."

But, as much as he dishes out, Bachrach has been left out of much of the on-air mud-slinging.

Barrett has chosen not to focus on Bachrach since he has not raised enough money to pose a major threat in the Democratic primary.

"George is a good guy who has not been able to raise enough money," Osborne says.

The only gubernatorial candidate who has not mentioned any of his opponents in his television spots is Roosevelt, whose commercial begins with mention of his family background--focusing on great-grandfather Theodore Roosevelt, Harvard class of 1888--and ends with Roosevelt's promise to promote personal responsibility.

Dwight D. Robson, spokesperson for Roosevelt's campaign, says voters, who often don't understand the basis for the political attacks, are tired of negative campaigning.

"There are four candidates for governor and only one candidate with a positive ad on," Robson says. "Voters have had enough of that, enough of that insider attack ad."

But according to Osborne, people have also had enough of "pretty" television spots with "gauzy information."

"People actually know what [Barrett] is saying," Osborne says. "After they see his TV ad, people may not know too much about Mark except that he's a Roosevelt. But people will know what Mike Barrett stands for."

Boston Globe columnist David Nyhan says, however, that neither Roosevelt's "Mount Rushmore-type" ad nor Bachrach and Barrett's negative television spots will make the difference in this year's gubernatorial race