​Donald Trump beat Hillary Clinton by twenty points in Pennsylvania’s 18th Congressional District, but in the March 2018 House of Representatives special election, a Democrat flipped the notoriously conservative region by less than one point. One percent may seem miniscule, though covering a twenty-point gap and winning is a Democratic miracle. Like the Alabama Congressional and Virginia gubernatorial races before his, Conor Lamb’s victory has widely been regarded as a referendum on the Trump administration. That very well may be so; however, the Democratic candidate was truly a man of the people. To win the heavily Republican district, he aligned himself with his constituents and the problems about which they care. In addressing these problems, he presented solutions the way his community wanted. With these methods, he created a real and refreshing dialogue in an area that is, frankly, sick of establishment Washington. In identifying himself with his community and carefully framing his campaign, he became a more persuasive candidate. Therefore, whether wittingly or unwittingly, he utilized psychological and rhetorical theories to persuade a conservative district to vote Democratic. Mr. Lamb’s victory speech exemplifies the surgical precision of his campaign to identify and align himself with his voters to win this special election.

Congressman-elect Lamb considers himself a moderate Democrat. In a district that has not seen a sitting House Democrat since 2002 (Jenkins, 2018), nor a House Democratic candidate since 2014 (Martin & Burns, 2018), anything else probably would have failed. While the election is widely regarded as backlash against the Trump administration, Conor Lamb’s campaign meticulously calculated his rhetoric to win. In accordance with Kenneth Burke’s 1951 theory, he presented himself as a moderate to “play to his audience’s passions” (p. 204). Pennsylvania’s 18th District, though set to disintegrate with a new Congressional map, consists of nearly twice as many registered Democrats than Republicans, but they have consistently voted for industry-friendly Republicans. However, according to Time Magazine, the Republican-voting Democrats are “nostalgic for the progressive labor-oriented politics of Roosevelt and Johnson” (Jenkins, 2018). In turn, Mr. Lamb’s campaign promised protections for Social Security and Medicaid, as well as preserving and creating jobs and pensions.

In a heavily industrial and unionized district, he identified with the concerns of his blue-collar constituents. In a campaign ad, he presents Speaker Paul Ryan’s opinion of “entitlement reform,” and then disputes it. He inoculates: “People paid for it, they worked hard for it, and they expect us to keep our promises to them” (McLaughlin, 2018). Additionally, during his campaign, he announced his support for President Trump’s 25% tax on imported steel (Martin & Burns, 2018), which directly affectsPittsburgh and the 18th District. If advanced, it may very well benefit industry there. As well, in accordance with Burke’s theory, he was able to foster communicative cooperation. In his victory speech, he discusses his process: “We went everywhere, we talked to everyone, we invited everyone in” (Lamb, 2018). His campaign reached out to everyone, and, according to The New York Times, he “wanted to show his party could compete in working-class white districts and help reconnect Democrats with organized labor” (Martin & Burns, 2018). Even as a moderate Democrat, through his meticulous rhetoric, he was able to persuade conservative registered Democrats to once again vote Democrat.

The Marine and former U.S. Attorney ran in highly-conservative Trump country. Just by running, he was forced to address issues to conservative audiences, and he had to flip votes from Republican to Democrat. In accordance with the morality foundations theory (Feinberg & Willer, 2015), conservative and liberal voters have completely divergent moral imperatives on politically charged issues. In an era of such extreme partisanship and polarization, it is paramount to address the moral values of one’s audience to foster bipartisanship and cooperation. Speeches and campaigns “reframed to appeal to the audience’s moral values will be more persuasive” (p. 1667). In accordance with this theory, the moral imperatives of conservatives consist of loyalty, respect for authority, and sanctity, whereas liberals value protection from harm and fairness.

Especially in the politically charged wake of the Parkland, Florida school shooting, Mr. Lamb was careful to align himself with his conservative constituents. Preserving the sanctity of the Second Amendment, he kept his opinions on gun reform brief, noncommittal, and in-line with incumbent Republicans (Martin & Burns, 2018; b. McLaughlin, 2018). While he did say he was open to “strengthening the system” of background checks (b. McLaughlin, 2018), he did not address gun reform per-se. Moderate Conor Lamb, who “eschewed talk of social issues… outraised [Republican candidate Rick] Saccone and earned the backing of powerful local unions” (Jenkins, 2018), successfully aligned with his constituents’ sanctified values.

Additionally, in an industrial district, he pledged loyalty to his unionized constituents. The 18th District has seen mine after mine close, and more and more workers entering retirement. The majority white district feels “forgotten by Washington” (Jenkins, 2018) after their industry and livelihood has declined fordecades. A product of his aligned and interconnected campaign, he addresses the unions that supported him: “You have brought me into your ranks to fight with you. I am proud to be right there with you” (Lamb, 2018). As well, Mr. Lamb pledges his loyalty to his constituents: “We were able to campaign the way American democracy is supposed to be. It’s supposed to be for you. Not just on T.V., but in your town halls, at legion posts, in small auditoriums. On your street, at your door” (Lamb, 2018). In a forgotten district, he brought Washington to his constituents’ homes. In recognizing the needs of his community, he was able to reframe his campaign to align with conservative voters’values.

Throughout his campaign, Congressman-elect Lamb was focused on his constituents. While the special election may have been a referendum on President Trump, Lamb meticulously courted his voters. Utilizing Burke’s rhetorical style, he was able to identify and align himself with his community. As well, in accordance with the morality foundations theory, Lamb addressed issues in the way which his community cares, and persuaded conservatives to vote Democrat. As a Marine, he demonstrated most prominently his loyalty, and commitment to his community. He was able to reframe staple Democratic issues like Social Security and Medicaid in terms of loyalty, a moral imperative especially important to conservatives. While the new Representative may have been riding the national Democratic wave, his meticulous campaign courted voters beyond that.

“We are all in this together,” Lamb says. “We fought to find common ground, and we found it, almost everywhere. Democrats, Republicans, Independents, each of us, Americans” (2018). In recognizing Mr. Lamb’s campaign techniques, we can enter into a new era of political discourse and campaigning. In an era of extreme political polarization, understanding one’s audience is vital to achieving bipartisanship and cooperation, and, indeed, running a successful campaign. Identifying one’s community and their needs will garner support, and with Conor Lamb’s election victory, it is clear that an engaged Democrat can succeed in conservative areas. As his victory may have been a poll on President Trump, it is also a predictor and strategy of successful Democratic campaigns. If the Democrats want to succeed in the 2018 Congressional elections, they must not be complacent (as Hillary Clinton with Wisconsin) by relying on Trump’s unpopularity. They must be active with their constituency in order to understand the needs of their voters, and to win they must duly represent their values.

Bibliography

“Conor Lamb for Congress.” (n.d.). Retrieved from: https://conorlamb.com/

Feinberg, Matthew, and Willer, Robb. (2015). “From gulf to bridge: when do moral arguments facilitate political influence?” Personality and Social Psychology Bulletin, 4(12), pp. 1665-1681.

Jenkins, Nash. (2018, March 12). “Democrats eye an upset in Pennsylvania’s special election.” Retrieved from Time website: http://time.com/5194987/pennsylvania-special-election-conor-lamb-rick-saccone/

Lamb, Conor. (2018, March 13). “Conor Lamb election night speech.” Retrieved from C-Span.org website: https://www.c-span.org/video/?442500-1/democrat-conor-lamb-addresses-supporters-votes-counted

Martin, Jonathan, and Burns, Alexander. (2018, March 13). “No result yet in Pennsylvania House race, but Democrat declares victory.” Retrieved from The New York Times website: https://www.nytimes.com/2018/03/13/us/politics/lamb-saccone-pennsylvania-election.html

McLaughlin, Seth. (2018, February 7). “Democrat Conor Lamb vows to defend social security in new ad in Pa. special election.” Retrieved from The Washington Times website: https://www.washingtontimes.com/news/2018/feb/7/conor-lamb-pennsylvania-democrat-house-race-vows-d/

b. McLaughlin, Seth. (2018, February 16). “Democrat Conor Lamb warns against new gun laws.” Retrieved from The Washington Times website: https://www.washingtontimes.com/news/2018/feb/16/conor-lamb-warns-against-new-gun-laws/

“Pennsylvania’s house special election.” (March 20, 2018). Retrieved from CNN Politics website: https://www.cnn.com/election/2018/pennsylvania-house-special-election