In analyzing these polls in the United States, I see clearly that voters feel ever more estranged from government — and that they associate Democrats with government. If Democrats are going to be encumbered by that link, they need to change voters’ feelings about government. They can recite their good plans as a mantra and raise their voices as if they had not been heard, but voters will not listen to them if government is disreputable.

Oddly, many voters prefer the policies of Democrats to the policies of Republicans. They just don’t trust the Democrats to carry out those promises…

If they are to win trust, and votes, Democrats must show they are as determined as the Tea Party movement to change the rules of the game. In our surveys and media work for Bill Clinton’s 1992 campaign, we found that only if people thought a candidate was going to change government in fundamental ways — starting with welfare and reinventing government — would they give permission to spend their money.

The same is true today. In our recent Web survey of 2,000 respondents, voters respond strongly to Democratic messages on the economy only when a party leader declares, “We have to start by changing Washington. … The middle class won’t catch a break until we confront the power of money and the lobbyists.”