New Malcolm Forbes talks less of flat tax, a lot more of social issues

• Tweet
• 

This is the sixth in a 10-part series focusing on the presidential candidates. Next week: Al Gore.
In 1996, Malcolm “Steve” Forbes, Jr. cashed in on his wealth, Washington outsider image and beloved flat-tax rhetoric to damage the campaign of eventual Republican nominee, Robert J. Dole.
Now, three years after falling to the heavily favored Dole, Forbes is once again assuming the role of GOP dark horse.
Forbes is still the mechanically-stiff, multi-millionaire, flat tax-talking candidate who chased the ’96 presidential bid. But unlike his last presidential run, the new Forbes is working diligently to erase his public image as a one-dimensional candidate.
Perhaps the biggest change in Forbes has been his effort to highlight himself as a hero of the religious right.
In ’96, Forbes campaigned unmercifully behind his flat-tax plan, often sidestepping questions of social issues. Social conservatives particularly questioned Forbes’ evasive answers on such issues as abortion.
This time around, the same man who called Christian Coalition founder Pat Robertson a “toothy flake,” is heavily courting the religious right.
Today, Forbes strongly embraces coalition-style conservative ideology, including positions opposing abortion, physician-assisted suicide, medicinal marijuana, and – interestingly – gay rights (despite the fact that his late father, Malcolm Forbes, was a known bisexual in his later years).
Forbes maintains that his social positions have remained consistent throughout his two presidential campaigns. He explains that he was unable to develop a more elaborate social message in ’96 because of his late entrance into the race.
In addition to an expanded social message, the new Forbes is aggressively pursuing minority voters.
In recent months, Forbes has attempted to step outside of typical GOP constituency by reaching black voters.
In June, Forbes brought several high-profile black officials into his campaign, including Ohio Treasurer J. Kenneth Blackwell, the only black Republican in the country elected to statewide office. Forbes’ pursuit of minority voters has earned him the endorsement of several black officials, including that of Alveda King, an outspoken proponent of school vouchers and the niece of Martin Luther King Jr.
In reshaping his image, Forbes has also attempted to reach out to young voters.
This spring, in an effort to bring his message to a younger, hipper audience, Forbes became the first candidate ever to announce his campaign over the Internet.
Despite the political makeover, Forbes still finds himself far behind Texas Gov. George W. Bush in most polls.
Attempting to make up some ground on the front runner, Forbes recently challenged Bush to a series of debates. Bush declined to engage Forbes on several dates, including a late October showdown at Dartmouth College.
Last week, however, Bush accepted a December invitation to a debate in New Hampshire. Forbes will likely take the opportunity to attack Bush on taxes.
Forbes claims that the big tax cuts enacted while Bush has been governor are “illusionary” and that Bush’s 1997 tax plan would have raised an assortment of new taxes.
Whether or not Forbes is able to discredit Bush in debate, it is likely that he will implement a heavy assault of television advertisements as he did against Dole in ’96 when he spent over $23 million.
Unlike every other Republican candidate besides Bush, Forbes does not have to worry about campaign finances.
The fact that Forbes has access to such a large amount of money will allow him to hit Bush in advertisements throughout the primary race.
But the extent to which Forbes will be able to evolve from a political pest into a serious contender is questionable. Despite all of his efforts, many voters still see Forbes as they did in ’96.
If he is to have a shot at earning the GOP nomination, Forbes will have to continue to persuade voters that there is more behind the seemingly socially awkward, one-message candidate.
E-mail comments to jellenburg@hotmail.com.