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AP News: "Dean Aims to Overhaul Democrats"

Good stuff from this AP News story on Dean and the DNC efforts to reorganize, stress telling a moral story, and to move toward te grassroots in a 50 State Strategy... An excerpt below:
Among Dean's goals are:

Making Democrats the party of values, community and reform. Armed with extensive DNC polling, Dean is consulting with party leaders in Congress, mayors and governors to recast the public's image of Democrats with a unified message.

Improving the party's "micro-targeting," the tactic of merging political information about voters with their consumer habits to figure out how to appeal to them.

Building a 50-state grass-roots organization, using the same Internet and community-building tools that took Dean's presidential bid from obscurity to the front of the pack before Iowa.
"The last time this party was branded was Lyndon Johnson," Dean said. "We'd been in power so long that we didn't think we needed to do it."

The lack of a message or brand makes it difficult for Democrats to capitalize on Bush's political slump and a series of GOP scandals. While the party is unified in accusing Republicans of creating a "culture of corruption," Democrats still need to give voters a compelling alternative to GOP rule.

A March 23, 2005, memo by DNC pollster Cornell Belcher found that most voters view politics through a values-laden prism rather than through the economic framing traditionally used by Democrats.

On a list of issue choices, "moral values" ranked in the middle of the pack and well ahead of abortion and gay rights. That suggested to Belcher that moral values has a broader meaning for voters than do social wedge issues.

"When voters think about moral values, they may in large part be thinking about the strength, leadership and moral fortitude of the candidates ... rather than the candidates' positions on specific social wedge issues," Belcher wrote.

Dean's take on the polling is that Democrats must recast the values-and-morals debate.

"It's morally wrong that so many children live in poverty. It's morally wrong that we have so many working poor people who can't pull themselves out of poverty," he said.
...A Sept. 26 memo by Belcher found that people are placing a greater emphasis on community and sacrifice for the greater good. Dean tries to appeal to this sense of higher purpose when he says, "We can do better."
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