How can Romney overcome the likability gap?

It would be more interesting for all of us if there were some great mystery here, but there isn’t. He reeks of privilege. Every time he says something off the cuff he says something obnoxious. Corporations are people, pal. I like firing people. Where on earth did you get those Godforsaken cookies?

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He also—and this actually is interesting, because it’s something our normal public discourse does not like to admit or allow for—is way too rich. We’re constantly told that Americans don’t have any class envy, and compared to some European nations they don’t. But even Americans have limits. A few million, even $50 million; okay. But a quarter billion dollars? A house with an elevator . . . for the cars? It also matters to people how the money was made. It’s okay to be worth a gajillion dollars if you’re Bill Gates or Steve Jobs and have made everyone’s lives more interesting and cooler. But what’s Mitt Romney done? Helped give us Domino’s Pizza.

Even so, Romney might still pass muster, but he has no grasp of the one crucial reality of class in America: you can be filthy rich as long as you don’t look or act like it. Gates doesn’t comb his hair, much. Jobs wore sneakers. Romney just looks too pressed. Even when he’s wearing those jeans. You can look at Romney on television and practically sense how he smells—of costly ablutions whose brand names the rest of us probably don’t even know. And he acts relentlessly rich.

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