By latest Gallup polling, Americans "expect history will judge Bush worse than Nixon".
http://www.gallup.com/poll/113806/Americans-Expect-History-Judge-Bush-Worse-Than-Nixon.aspx
So, what's with this "Bush Legacy Project" being run out of the WH by Rove, Hughes, Hadley and company?
One might assume that these individuals are seeking to protect or bolster their personal reputations given their central place in Bush's political career and in his presidential administration. But a better explanation is that they understand the damage that has been done to the Republican/conservative brand and the consequences that will have for future elections.
The goal is to attempt to create and forward a different (a positive or successful or winning) narrative. It is pure marketing (which, in the political sphere, is referred to as propaganda - particularly when it is knowing bullshit being forwarded). Thus the repetition of particular talking points, delivered by as many different voices in as many different information venues as possible.
It's understood that the positive narrative that was created around Reagan's presidency and, by contrast, the negative narrative created around the Carter presidency (not to mention the narratives created around Gore and Kerry) will tend, once they've taken root, to firm up into consensus and bcome accepted truths. They
really don't want this to happen with Bush. So they try to make his record look positive. They don't have much to work with though.
"History will look kindly on him" is the key talking point and they all say it. This is predictable to 100%. There's no good reason to think it so and many good reasons to think the oppositive far more likely but these propagandist dickwads can express the notion and stand somewhat aside from any empirical test.
"He kept America safe" is talking point two. Except that NO ONE concurs here except loyal Bushies (if I might use the term from Monica Goodling and Schlozman and others in the JD to identify who was fit for office and who not), RNC propaganda hacks and the neoconservative chappies and chappesses hanging on by their splintering fingernails to dreams of continued power and influence and speechifying big bucks.
"He's a good man with deep passions, democratizing intentions, and sincere empathies for others" is talking point three. Again, such an amorphous claim allows them to stand somewhat aside from means of verification or measurement (as when Bush claimed he'd peered into the heart of Putin and found it swimming in wholesomeness). This claim has the disadvantage of being, after the last eight years (and all the folks in Texas he roasted in the electric chair while joking at their pleas for mercy) believable to that portion of the electorate who have no folds in their brains.
The fourth talking point might almost get overlooked, simply as it is so pervasive and common in the propaganda strategies of the Republican party and the movement..."Bush was treated unfairly by a biased media". A lot of conservatives here like tico and fox won't even blink when this claim of liberal media bias is made because they've accepted it as a fundamental truth. Of course, the claim itself provides
the raionale for partisan and extremist rightwing media as well as getting done the work of ad hominem rejection of anything an independant press might say which is perceived to function in counter to Republican/conservative interests.
After those four talking points, it's on to whatever policies these people might dig up out of Bush's record (the Frist example is perfect) which provide evidence the man did something...anything...of value over eight years. But then they lie about it or spin it and leave out important aspects of the matter as Frist does.