There has been much ado in the media about Fred Thompson's decision to eschew this Wednesday's GOP New Hampshire debate hosted by Fox News in favor of airing his first
campaign ad during the debate and appearing on the "Tonight Show" with Jay Leno later that evening. Critics of Thompson's strategy offer trumped up charges that Thompson is impugning the dignity of presidential politics by announcing his candidacy on the "Tonight Show" rather than the tried and true press conference method. Others, including his competitors, fault him for not taking the candidate debates seriously and joining them in their seemingly bi-weekly grillings from various media personalities "moderating" the debates. Such criticisms merely reveal the petty jealousies of media outlets who desire Thompson's stage presence for its inherent ratings draw, as well as the envy of his GOP rivals who work much harder, spend more money, and shake more hands than Thompson but unlike him cannot afford to skip the circuses the debates have become without suffering in opinion polls of potential voters.Thompson is gambling that choreographed debates with candidates given only enough time for canned answers is no way to get his message across to today's voters. Those who have watched the previous GOP candidate debates would be hard pressed to argue that candidates are afforded any real opportunity to interact with potential voters during such events. The candidates do not debate each other directly, which would give voters entertainment and political substance, and until candidate debates are in fact debates, Thompson's choice to sit out these dances appears increasingly sensible.
Thompson and Gore are revolutionizing presidential campaigning and political issue lobbying, respectively, while media outlets and political opponents cry foul. Whatever one thinks of Gore's "documentary" An Inconvenient Truth
, it is difficult to deny that using film as his communication medium for spreading the alarmist view of global warming effectively circumvented the traditional political lobbying strategy of persuading newspaper editors or television network on-air news personalities to take his pet issue seriously. Al Gore ran an end run around the traditional news media and took his message directly to audiences in forums, universities, high school classrooms, and living rooms around the world. He was eager to communicate his global warming opinions without the need for media middlemen to analyze his message and then explain it to their viewers or readers. People could simply watch his film and choose whether to accept it as fact or fiction. 
Of course, media outlets became willing accomplices in spreading Gore's message, touting it so effectively that Academy Awards were all but guaranteed and media adulation flowed, perhaps as small consolation prizes for narrowly missing out on the brass ring in the 2000 presidential election. So thorough was Gore's manipulation of the media to spread a personal message that fellow Tennessean Thompson now appears to be following Gore's lead in bypassing media events such as Wednesday's GOP debate solely to keep his message from passing through the filters of mainstream media before it reaches potential voters. The following quotes illustrate the similarity in thinking and media strategy between Gore and Thompson. First, Al Gore from an interview with Vanity Fair:
Gore tells Peretz that he does believe that some of his words were distorted and that certain major reporters and outlets were often unfair, and admits that the tendency of the press to twist his words encumbered his ability to speak freely. “I tried not to let it [affect my behavior],” Gore tells Peretz. “But if you know that day after day the filter is going to be so distorted, inevitably that has an impact on the kinds of messages that you try and force through the filter. Anything that involves subtlety or involves trusting the reporters in their good sense and sense of fairness in interpretation, you’re just not going to take a risk with something that could be easily distorted and used against you.”
Your first reaction to Gore's comments to Vanity Fair will likely be to chuckle at the accusation that the New York Times and Washington Post were somehow out to sink Gore's chances for winning the White House in 2000. The illogic of such a conspiracy theory is remarkable; is Gore implying that those two bastions of media liberalism would have preferred and worked toward a George W. Bush victory in that election? Having addressed that absurdity we can return to the similarities between Gore's and Thompson's media awareness. Compare Fred Thompson's strategy for the 2008 election with Gore's concerns about the media filter as cited above:
The face time with Leno and the debate ad on Fox News Channel are the coquettish moves of a candidate who has already proven his aptitude using the media, from television to the Internet. While his main rivals—Rudy Giuliani, Mitt Romney and John McCain—parry debate questions, Thompson will pretty much control his own message.
Thompson aides want as many eyes on the Web video as possible. The debate ad and a follow-up commercial on Thursday will instruct viewers to go online and get their undiluted message straight from the candidate.
"We think one of the strongest weapons this campaign has is Fred Thompson's ability to connect directly with the public," said Todd Harris, Thompson's communications director. "We want to drive as much traffic as possible to the Web site."
Gore clearly believes now that media outlets, even ones with a known liberal bent, lampooned him and affected voter perceptions of him as a presidential candidate in 2000. He believes it was "scary" that the media had such power. A politically wiser Gore, now with experience in producing and distributing his own media products and political message, understands the need to avoid the media filter and communicate directly with voters. Likewise, Thompson is effectively using a variety of media tools to share his views with voters without news reporters distorting his intended message.
This concept is similar to a phenomenon that occurs in the intelligence community; analysts read raw intelligence reports, determine what they think the intelligence means, and then distill it into analytical reports for policy makers who depend on analysts to explain what they are reading. If policy makers had the time or inclination to receive raw intelligence directly from field operatives and make up their own minds as to what the intelligence indicated, their policy decisions might be markedly different. Voters, like policy makers, like to have news and issues wrapped neatly in eye-pleasing packages and rely almost exclusively on middle-men, reporters or editors, to explain the significance of the news they are reading or watching. We seem to have lost our individual capacity to think, to reason, and to form our own opinions without a famous media personality telling us how we should think about the issues. It is truly group think run amok.
Gore and Thompson, though doing it for seemingly different motives, are breaking new ground and performing what may become an important service to American politics by taking their messages directly to their intended audiences. Rather than criticize Thompson for not joining his competitors in bowing before the media at CNN, Fox News, or MSNBC hosted debates, voters and pundits should praise him for ignoring the natural inclination to cozy up to news outlets that, as they did to Gore in 2000, will surely turn and bite him on whatever Achilles' Heel they can expose.
Fred Thompson Al Gore Presidential Candidates 2008 Campaign New Hampshire GOP Debate Media Influence
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