The president wants, to a degree, to be the political background noise.
That was CNN’s lead-in to its script Tuesday morning about President Joe Biden officially launching his reelection campaign with a video. The oldest president in American history seeking another four years is, under all objective definitions of the term, major news. And yet, in the swirl of other sensational stories dominating the headlines, it was not always the lead.
For an incumbent eager to frame the next election, as he did last year’s, as a choice and not a referendum on his own record, being somewhat out of the spotlight’s glare has its benefits. Biden’s team wants to present him as a trusted, experienced politician; the drama-free alternative to extremism on the right. The media’s focus on louder, more strident voices — and his own innate unobtrusiveness — are not just an outgrowth of circumstances but also a key part of his campaign’s strategy.
Executing such a strategy is a bit easier when running against a sitting president rather than running as one. And, over the coming months, Biden world’s efforts to run as the drama-free, more competent alternative to what the Republican Party is offering will be tested by that Republican Party’s attempts to create drama and frame him as inept., Biden took the first step towards trying to set the contours of the debate.
“Under my predecessor, Infrastructure Week was a punchline. On my watch, we’re making Infrastructure Decade a headline,” Biden said, addressing the audience directly. “Union workers will build roads and bridges, lay internet cable, install electric vehicle chargers. Union workers are going to transform America. And union workers are going to finish the job!”
Biden’s former communications director Kate Bedingfield, who CNN opted to interview from a Washington studio rather than carrying Biden’s remarks, made it clear that the president isn’t especially reliant on the mainstream media. His team often prefers to engage with content creators with large followings or to package the president’s comments themselves for distribution via social media platforms and email lists.
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