DUMBSHOW. The strange thing about the Leader's speech last night was that it contained nothing to elate, inspire, or terrify ordinary people. Bush is at his best when he is looking the proles straight in the eye and telling them, for example, that "it would take one vial, one canister, one crate slipped into this country to bring a day of horror like none we have ever known" -- or, on the brighter side, yay everybody, we get tax cuts and lots of domestic spending all at the same time!

But last night's speech sounded as if it were pitched to "opinion leaders." You've heard that term before -- it's what small-circulation political magazines boast of instead of subscription figures, on the grounds that their small audience counts for more with advertisers than a larger, less exclusive one might.

What did he give ordinary Americans last night? Yet another version of his case for war; yet another declaration that he is, if nothing else, more right than his critics. It was slightly more Jesuitical than prior versions, true. But this isn't Debate Club -- this is Sunday night TV, with viewers thinking about going back to work and Christmas. Who turned to his or her spouse afterwards and said, "Well, he certainly re-framed his arguments effectively"?

He even slid through his 9/11 reference. If I were in his place, I'd be running footage on the wall behind me of people falling out of the World Trade Center, with the words HAVE YOU FORGOTTEN? strobing over them. But Bush didn't even slow down or choke up.

I don't think he was talking to the People (as in American People) at all, but to the people with pads and pens who are either predisposed to worship his every fart, or who, striving mightily not to look biased, respond to the change in PR strategy as if it were a substantive policy shift -- e.g., the Washington Post headline, "Bush Brings More Realistic View of War to Forefront."

The more reliable GOP propaganda disseminators, of course, hail the speech as a breakthrough, indeed a case-closer ("Checkmate, Mr. Murtha," declares John Podhoretz). They would of course do that if Bush threw up on his shirt ("visceral approach favored by voters 18-35"). But the logic, or lack thereof, of their arguments doesn't count for nearly as much as their volume, frequency, and reach.

Increasingly our traditional forms of public politics -- speeches, debates, rallies, etc. -- seem like set-ups for the real stars of the show, Spin and Hype. Maybe one day a President will just come on our PDAs or brain-implanted chips and go "Blah blah blah, Hugh Hewitt has the story," and sign off. And maybe we'll be grateful to have had less of our time wasted. 'Cause I have a feeling we'll all be working really hard.