What do Values, Authenticity; Communication and Connection, Trust, and Identity have to do with voter's decisions? According to George Lakoff, everything. According to George Lakoff, everything.
History says negative campaigning works. The press, commentators, pundits and the like have discussed ad infinitum how democrats do not know how to fight back and lose elections because of it. That is when democrats get attacked, they take the high road and not respond, whine about their republican opponents not fighting fair, try to use logic or truth to rebut the attacks, wait too long to respond, or respond with nuanced explanations.
Attacks late in a presidential campaign can be likened to a schoolyard fight. The kid who gets punched in the face needs to fight back. If he doesn't, he gets labeled a sissy. Barack needs to fight back. The public wants a champion. The public needs to know whether Obama can defend himself before they will consider if he can be their champion.
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