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At midterm, Obama tries can-do slogan, details TBD

Associated Press Modified: January 29, 2011 at 12:13 pm •  Published: January 29, 2011

WASHINGTON (AP) — There's a new slogan in town, and it's a winner.

At least that's what President Barack Obama has in mind.

The president unveiled his "Winning the Future" mantra in his State of the Union address, and now the upbeat but amorphous phrase is part of every speech, policy and pronouncement coming out of the administration. It's also emerged as a fat target for his Republican critics.

What's next on health care? Where to go on energy and education policy? How to improve the jobs picture? It's all about winning the future through innovation and determination, Obama and his aides have argued over the past few days.

There's no room for losers is the implicit flip side of the message.

"We've got to up our game," Obama told a crowd in Wisconsin.

The nation must ensure "America is still on top" in a decade, the president said on YouTube.

The country can't just lead, adds Vice President Joe Biden; it needs to "dominate."

It's a juiced-up way for Obama to frame his initiatives after two years in which even some of the president's supporters acknowledge that can-do verve sometimes was lacking from the conversation. What it means, though, is still TBD — to be determined.

After the long slog to stabilize the economy over the past two years, "clearly they've got polling that Americans are looking for someone that has more lofty goals and aspirations for America," says GOP strategist Rich Galen.

It seems that just in time for the 100th anniversary of Ronald Reagan's birth, Morning in America has arrived once again.

Just in time for the 2012 presidential race, as well.

"People need some optimism, they need to feel hopeful," says Democratic strategist Karen Finney.

The "winning the future" construct, she says, couples a much-needed boost of optimism with the reality of the global competition that is afoot.

"It won't resonate with everyone," says Professor Wayne Fields, a Washington University expert on presidential rhetoric, "but it has pretty powerful implications in political life. Something has to be done is the view of most people. What this suggests is that he's at least going to act."

Republicans found much to mock in the president's theme, styling it as nothing more than new rhetorical packaging for the same wrong-headed approach to governing.

Newt Gingrich, who wrote a book titled "Winning the Future" back in 2005, found Obama's interpretation of the same phrase "depressing."

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