Outrage and Outrageousness

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I have a new piece up at the redesigned Time.com about the political strategy I call “Outrage and Outrageousness,” in which political campaigns play on emotion and shock to cut through the media clutter. McCain has been milking this cow for weeks, though the Obama is quickly trying to catch up, with a new ad this morning that is, er, outraged at McCain’s outrageousness. This comes a day after the Obama campaign turned my story from last week about a lobbyist’s role in planning McCain’s transition into another campaign ad.

McCain’s response today (so far) is an ad called “Crisis,” which is mostly positive, and distinguished by the prominent role McCain is still giving his running mate in the message.