Shor’s example speaks to the hardest questions raised by popularism. “Talk about your most popular, most energizing ideas” isn’t controversial advice. The real disagreements come on the ideas that don’t poll so well. There are a lot of issues that Democrats want to talk about that Shor thinks they’d be better off not talking about.
Hillary Clinton “lost because she raised the salience of immigration, when lots of voters in the Midwest disagreed with us on immigration,” Shor said. This is where popularism poses its most bitter choices: He and those who agree with him argue that Democrats need to try to avoid talking about race and immigration. He often brandishes a table showing that among voters who supported universal health care but opposed amnesty for unauthorized immigrants, 60 percent voted for Obama in 2012 but 41 percent voted for Clinton in 2016. That difference, he noted, was more than enough to cost her the election.
This can read as an affront to those who want to use politics to change Americans’ positions on those issues. “The job of a good message isn’t to say what’s popular but to make popular what needs to be said,” Shenker-Osorio told me.
Shor’s rejoinder to this is that the best way to make progress on race and immigration policy is for Democrats to win elections. Obama’s twin victories loom large in his thinking here, since he watched Obama’s brain trust carefully decide what to avoid and the result was the election and re-election of the country’s first Black president, to say nothing of all the policies he passed.
Shor is right about how the Obama campaign understood the electorate. David Simas, the director of opinion research on Obama’s 2012 campaign, recalled a focus group of non-college, undecided white women on immigration. It was a 90-minute discussion, and the Obama campaign made all its best arguments. Then they went around the table. Just hearing about the issue pushed the women toward Mitt Romney. The same process then played out in reverse with shipping jobs overseas. Even when all of Romney’s best arguments were made, the issue itself pushed the women toward Obama. The lesson the Obama team took from that was simple: Don’t talk about immigration.