DAVID BROOKS: Questions for Dr. Retail

NYT

QUESTION: Dr. Retail, now that the Democratic presidential race has entered its long, bloody slog phase, I figured it was time to get a fresh perspective. Can you explain to me what it’s all about?

DR. RETAIL: Why do you bother me with simple problems? Listen, the essential competition in many consumer sectors is between commodity providers and experience providers, the companies that just deliver product and the companies that deliver a sensation, too. There’s Safeway, and then there is Whole Foods. There’s the PC, and then there’s the Mac. There are Holiday Inns, and there are W Hotels. There’s Walgreens, and there’s The Body Shop.

Hillary Clinton is a classic commodity provider. She caters to the less-educated, less-pretentious consumer. As Ron Brownstein of The National Journal pointed out on Wednesday, she won the non-college-educated voters by 22 points in California, 32 points in Massachusetts and 54 points in Arkansas. She offers voters no frills, just commodities: tax credits, federal subsidies and scholarships. She’s got good programs at good prices.

Barack Obama is an experience provider. He attracts the educated consumer. In the last Pew Research national survey, he led among people with college degrees by 22 points. Educated people get all emotional when they shop and vote. They want an uplifting experience so they can persuade themselves that they’re not engaging in a grubby self-interested transaction. They fall for all that zero-carbon footprint, locally grown, community-enhancing Third Place hype. They want cultural signifiers that enrich their lives with meaning.

Obama offers to defeat cynicism with hope. Apparently he’s going to turn politics into a form of sharing. Have you noticed that he’s actually carried into his rallies by a flock of cherubs while the heavens open up with the Hallelujah Chorus? I wonder how he does that.

QUESTION: But why would Democratic votes break down so starkly along educational lines?

DR. RETAIL: The consumer marketplace has been bifurcating for years! It’s happening because the educated and uneducated lead different sorts of lives. Educated people are not only growing richer than less-educated people, but their lifestyles are diverging as well. A generation ago, educated families and less-educated families looked the same, but now high school graduates divorce at twice the rate of college graduates. High school grads are much more likely to have kids out of wedlock. High school grads are much more likely to be obese. They’re much more likely to smoke and to die younger.

Their attitudes are different. High school grads are much less optimistic than college grads. They express less social trust. They feel less safe in public. They report having fewer friends and lower aspirations. The less educated speak the dialect of struggle; the more educated, the dialect of self-fulfillment

Did you hear the message of Clinton’s speech Tuesday night? It’s a rotten world out there. Regular folks are getting the shaft. They need someone who’ll fight tougher, work harder and put loyalty over independence.

Then did you see the Hopemeister’s speech? His schtick makes sense if you’ve got a basic level of security in your life, if you’re looking up, not down. Meanwhile, Obama’s people are so taken with their messiah that soon they’ll be selling flowers at airports and arranging mass weddings. There’s a “Yes We Can” video floating around YouTube in which a bunch of celebrities like Scarlett Johansson and the guy from the Black Eyed Peas are singing the words to an Obama speech in escalating states of righteousness and ecstacy. If that video doesn’t creep out normal working-class voters, then nothing will.

QUESTION: Your cynicism is really interfering with my vibe. I don’t think you’re feeling the fierce urgency of now.

DR. RETAIL: Believe me, those of us who bill by the hour completely feel the fierce urgency of now. As John Edwards would say, this is personal with me.

QUESTION: So does this mean the Democrats are fundamentally divided?

DR. RETAIL: Why do you political people always think in either/or terms? No. Safeway and Whole Foods people shop in each other’s stores. They just feel less at home.

QUESTION: So who’s going to win?

DR. RETAIL: Observe the marketplace. The next states on the primary calendar have tons of college-educated Obamaphile voters. Maryland is 5th among the 50 states, Virginia is 6th. But later on, we get the Hillary-friendly states. Ohio is 40th in college education. Pennsylvania is 32nd.

But it’ll still be tied after all that. The superdelegates will pick the nominee — the party honchos, the deal-makers, the donors, the machine. Swinging those people takes a level of cynicism even Dr. Retail can’t pretend to understand. That’s Tammany Hall. That’s the court at Versailles under Louis XIV.