Momentum leads to Desperation-2012 Online Campaign Rhetoric

When I studied the 2008 Presidential campaign blogs for my dissertation I noticed that Hillary Clinton used the word and idea of increasing the “Momentum” of her campaign. I now notice the 2012 Republican candidates are using the word “Momentum” as well. Here’s why I think the word momentum is bad for a campaign.

When Hillary’s campaign mentioned the idea of momentum, the campaign was usually referring to money issues. The blog posts would mention how much Obama’s campaign raised compared to Hillary’s campaign. The last thing you want to show potential voters is desperation. In Hillary’s case, why support a sinking ship if the campaign is acknowledging defeat. This is what I believe the word momentum does for a campaign. The word momentum shows desperation, which is opposite of what the campaign intended the word to evoke in the audience.

Michelle Bachman recently used the word momentum in one of her tweets. She used it to enhance fundraising efforts. I just flashed back to the 2008 efforts of Hillary. It’s not wise to keep saying, we need more money to keep our momentum going. Obama, in the 2008 campaign, never once discussed his momentum or his opponents money issues. He allowed the grassroots to organically grow and encouraged potential voters with more positive messages rather than threats of the campaign going down because of the lack of momentum. Yes, his campaign asked for money, but Obama’s campaign rarely mentioned his opponents fundraising efforts.

Then I noticed Jon Huntsman’s blog had a post titled momentum. Again, why use this word to encourage voters to stand by you if you are worried about momentum? Shouldn’t you believe you already have momentum if you decide to run for office? I fully believe the word choice for online campaign messages should be strategic and filled with an air of confidence that shows people are supporting and donating. When you show examples of all the people who are volunteering and in support of your campaign–you do not need to mention momentum.

I remember Hillary’s failed momentum strategy and believe it is a word that should be avoided in campaign rhetoric, especially online. It shows desperation and a sense of unease. Campaigns should move forward in a confident, I CAN attitude. When the campaign shows its confidence, then potential voters will begin to listen and eventually take action to help build the grassroots efforts.