DAVIS: Jefferson's Declaration: Good spin plus high principles

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By Lanny Davis

ANALYSIS/OPINION:

"We hold these truths to be self-evident: That all men are created equal; that they are endowed by their Creator with certain unalienable rights; that among these are life, liberty, and the pursuit of happiness."

But it would be interesting and provocative to analyze the Declaration of Independence from the perspective of a political communications strategist.

The communications challenge that Jefferson faced was daunting. Put simply, he had to persuade the American public and, especially, the leaders of European nations (besides, of course, Great Britain) that, under some circumstances, it was OK to commit treason. That is, after all, just what Jefferson and other prospective signers of the Declaration were about to do.

The two strategies Jefferson used to shape public opinion - "out of a decent respect to the opinions of mankind" - are quite familiar to today's campaign consultants. First, mount negative attacks demonizing the opposition, picking the easiest target as the scapegoat. Second, obscure the worst negative issue - the so-called big elephant in the room - with a positive and inspirational message that diverts attention.

As to going negative, Jefferson's obvious choice was to attack King George III personally. Not exactly surprising. The king was a pompous, arrogant and stubborn man. He became a hated symbol of all that angered American colonists in the 1760s and early 1770s. In the Declaration, Jefferson referred to King George not by name but as a king who was an "absolute despot" exercising "absolute tyranny."

But wait, something is missing.

How could King George have "absolute power" if he could not wage war against the colonies without parliament funding it? And who was responsible for all the offensive legislation and taxes, specifically itemized in 10 of the 28 offenses listed in the Declaration to justify independence?

Who, ultimately, was responsible for what became the most important and galvanizing battle cry of the Revolution - "no taxation without representation"?

The answer, of course, is the parliament. Yet that word does not appear anywhere in the Declaration of Independence.