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Mitt Romney

The shiny black hair, the quarterback smile, the lantern jaw. Mitt Romney has
never had any difficulty looking like an American president. But getting voters to
elect him to that job has long been a problem.
In 2008, he failed in his first attempt to win the Republican presidential
nomination partly because he was seen as inauthentic: a moderate Republican
who had been governor of liberal Massachusetts.
In 2012, when he won the nomination but failed to dislodge President Obama, it
was his image as an out-of-touch millionaire, more so than his Mormonism, that
hobbled his candidacy. A leaked video sounded the death knell. It showed him
maligning 47% of the electorate as being dependent on the government (in an
ironic twist, Romney won 47% of the vote, compared with Barack Obama's 51%).
At a time when income inequality and stagnant middle class incomes look set to
dominate the next presidential race, it would have been hard for him to reinvent
himself.

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