because the Obama administration would like to see a repeat of the 2008 election, don’t expect to see feel-good messages like “Hope and Change.” Get ready for the dawn of “Fair Shot.”

As Christi Parsons and David Lauter of McClatchy-Tribune News Service point out, the Obama administration, up until this point, has relied mostly on the “It Could Be Worse” tactic while defending its economic initiatives. However, for all the obvious reason, strategists in the Obama camp don’t think this message will go far with the average American. They decided they needed something more proactive and endearing to voters.

So, what’s the new campaign theme? Parsons and Lautner report:

…increasingly, Obama and his aides have switched to a longer view, trying to focus attention on what they portray as the president’s defense of the middle class…The theme of giving the middle class a “fair shot” potentially works against whoever survives the demolition derby among the Republican hopefuls…The “fair shot” theme also provides a more positive message than previous Obama formulations, which some analysts saw as harder-edged attacks on the wealthy [Editor’s note: admittedly, “fair shot” has a nicer ring to it than “punish our enemies“].

It’s about “defending the middle class” and giving them a “fair shot.”

“This isn’t just about recovering from this recession,” said a senior adviser to Obama, “This is about saving the middle class from a decline that’s been going on for three decades.”

The president’s “Teddy Roosevelt” speech at Osawatomie, KS., earlier this year marked the beginning of his “Defenders of the Middle Class” campaign strategy. You can expect to hear a lot more of this type of rhetoric, especially during his upcoming State of the Union address.

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