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February 5, 2020

Noting political import and impact of Prez Trump's Super Bowl ad touting criminal justice reform

This New York Times article, headlined "Trump and Kushner Saw Super Bowl Ad as Way of Making Inroads With Black Voters," provides more on the context and consequences of the criminal justice reform advertisement from the Trump campaign aired during the Super Bowl.  Here are excerpts:

In front of an audience of 102 million Super Bowl viewers Sunday night, Alice Marie Johnson, a 63-year-old African-American woman, became the unlikely face of President Trump’s re-election campaign.  In a 30-second spot that cost Mr. Trump’s campaign millions of dollars, Ms. Johnson’s face fills up the screen as she tearfully thanks “President Donald John Trump” for her early release from prison. Mr. Trump commuted her sentence in June 2018, after the reality television star Kim Kardashian West personally appealed to the president on her behalf.  Ms. Johnson had been serving a life sentence for a nonviolent drug conviction.

Even before the ad, Ms. Johnson was already something of a touchstone for Mr. Trump, who invited her to attend his State of the Union address last year and highlighted her story in his speech. But elevating the administration’s work on criminal justice reform to Super Bowl status was another effort by Mr. Trump’s son-in-law, Jared Kushner, to reach black voters.

The Johnson ad was made late last year and was tested with focus groups months in advance, aides said. Mr. Trump himself made edits to the spot and ultimately settled on it as the “most impactful” of a flight of ads he was given to choose from in the days leading up to the Super Bowl, people familiar with the process said.

Mr. Trump was not wrong: Salesforce data indicated that online, the ad featuring Ms. Johnson was the most talked about one of the game, and that most of the chatter around it was positive.

But privately, several senior Trump aides expressed skepticism of Mr. Kushner’s belief that broad numbers of black voters, whose views of the president are overwhelmingly negative, are persuadable. Running an ad aimed at black voters — which could also have the effect of reassuring white suburban women, a worrisome demographic for the campaign, that the president is not racist — was a change of strategy from Mr. Trump’s previous efforts to simply energize and turn out his base....

Mr. Kushner has been advising Mr. Trump that black voters can be converted into supporters if they are simply educated on his policies. Mr. Trump’s biggest challenge, Mr. Kushner has told people, is a “knowledge gap” on many of the president’s accomplishments, particularly on the issue of criminal justice reform, which Mr. Kushner has spearheaded....

Jessica Jackson Sloan, the national director of #Cut50, a prisoner advocacy group, said the ad was helpful to her work on the state level, regardless of any political advantage Mr. Trump was trying to achieve.  “We’ve heard many times what happened to this country when the Republican candidate for president was playing Willie Horton ads,” Ms. Sloan said, referring to an infamous ad in the 1988 presidential race that highlighted the story of a black man who had raped a white woman and assaulted her husband while free on a prison-furlough program supported by Michael Dukakis, the Democratic candidate.

“Regardless of what reasons he did it,” she added of Mr. Trump, “the fact we have a sitting Republican president campaigning on criminal justice reform is 180 degrees from where we’ve been in the past. It’s really going to help us with some of these Republican state legislatures.”

February 5, 2020 at 03:07 PM | Permalink

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