Media Politics : TV Finds Dukakis ‘Energized, Sharper’

On network television Wednesday, three days after the first presidential debate, Michael S. Dukakis looked “energized and sharper.”

And Vice President George Bush at times seemed defensive on NBC, and running a somewhat odd offense on ABC and CBS.

“The new post-debate rock ‘em, sock ‘em Michael Dukakis,” ABC called him. “Energized . . . sharper and reacting more quickly,” said NBC.

Dukakis won the derby for the most numerous and the pithiest sound bites, too, getting a particularly good run on two networks of his ethics in government proposal, and copious coverage of his belittling of Bush’s proposal for tax-free savings accounts.

Among political media consultants, such a double-edged report is much desired, because criticisms of the other guy are mixed with affirmative images of your guy, which reduces the risk of the attack.

And such coverage in the days following a debate is considered especially important, since campaign fortunes are so volatile in these periods.

Media Triple Crown

Dukakis made all three networks--the media consultant’s triple crown--ridiculing Bush’s proposal the day before to create tax-deferred savings accounts. Noting that some analysts figured Bush’s plan would save an American only $20 a year, Dukakis was seen waving a $20 bill and saying: “He says it will make it possible for us to afford a home, 20 bucks. Pay for college, 20 bucks.”

Bush, meanwhile, was not seen offering any defense of the plan.

And Dukakis made two of three networks pledging to toughen laws against White House officials peddling their influence after leaving government. ABC and NBC even detailed the proposal with graphics that seemed to suggest substance and detail.

On NBC he sounded tough: “If you accept a job with my Administration, don’t even think about cashing in on your contacts when you leave office.”

On CBS, he even sounded witty, criticizing Bush for being in an Administration where several former officials have been prosecuted: “He may be satisfied with letting Japan make the cars while his former colleagues make the license plates.”

Race ‘Dead Even’

ABC also noted its post-debate poll showed Bush still ahead in the campaign 50% to 46%, though anchorman Peter Jennings cautioned that the race was essentially “dead even.”

For his part, Bush fared about middling on two networks, winning notice on ABC and CBS when he attacked Dukakis in rural Illinois in the company of country singer Loretta Lynn.

But it was unclear how Americans might react to the Bush sound bite, which was essentially criticizing Dukakis for vowing to catch tax cheats:

“I’m not for a program that is going to increase the IRS seizures and give the IRS more power,” Bush said.

And on NBC, the only account of Bush was attached to the end of its generally positive Dukakis story. The sound bite seemed strong, accusing Dukakis of proposing to “take a bite” out of the paychecks for 40 years of anyone receiving federal college loans. But it came in the context of trying to battle back against an invigorated Dukakis, and nowhere in sight was Lynn.