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Jimmy Carter took the environmental messages to heart, and in his inaugural address said, "We have learned that 'more' is not necessarily 'better,' that even our great nation has recognized limits." This became a recurring theme in his presidency, but by 1979, his failure to convince citizens and legislators of the seriousness of the situation made him take drastic measures. Canceling a televised speech, he retreated to Camp David for two weeks of much-publicized meditation and consultation. On July 18th, to a large and expectant TV audience, he delivered a sermon-like speech in which he related his belief that the country was suffering a moral crisis. "In a nation that was proud of hard work, strong families, close-knit communities and our faith in God, too many of us now worship self-indulgence and consumption. Human identity is no longer defined by what one does, but by what one owns." The nation was at a crossroads, he said. "This is not a message of happiness or reassurance," he intoned, "but it is the truth and it is a warning." Carter's message did not go down well. He had preached, but failed to provide answers, and, as historian David Shi says, "He totally ignored the fact that the country's dominant institutions -- corporations, advertising, popular culture--were instrumental in promoting and sustaining the hedonistic ethic" he blamed American citizens for. It was presidential re-election time, and the Republicans had a different message for the nation. Jimmy Carter lost by a landslide.
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