And, in fact, it was worse than that. By arguing that one of Clinton’s key virtues was her ability to go toe-to-toe with the GOP attack machine, her campaign exacerbated instead of ameliorated her reputation for ruthlessness. “By bragging about how tough they were,” says John Edwards’s former chief strategist, Joe Trippi, “they reinforced the sense of the media that everything they did had a negative cast to it.” At the same time, Trippi argues, “it made it really hard for them to call Obama on his shit. How can you complain about Obama being negative when you’re bragging about your willingness to do the same thing against the Republicans?”
Obama, by contrast, was in the enviable position of being able to author his own meta-narrative. With his two autobiographies, he was able at once to accentuate his positive qualities and, in pointing out the potentially damaging aspects of his past (his teenage drug use preeminent among them), to inoculate himself against attacks. The grassrootsy, bottom-up, decentralized campaign structure that he and his team built, funded by small donors via the Internet, enhanced the impression of him as a man committed to a different kind of politics. And his strategists were wise enough to understand that when it was time to go negative, they should never do so with TV ads but stick instead to more sub-rosa media, from radio and direct mail to robo-calls. “In my experience in politics,” Trippi says, “nobody ever really gets called out on that crap.”
It is an interesting look at how Obama can get away with some his comments while Clinton gets attacked for hers. It is not necessarily the media's fault, though the media "reports" the standards. According to this article, the Clinton campaign chose its meta-narrative and now is trapped because of it-- the problem of a terministic screen.
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