PSoftheD

Jonathan Alter, from Newsweek: Modern campaigns are about flinging 10 things against the wall every day and hoping something sticks. Everything else, from fund-raising to advertising (paid for by the fund-raising) to speechmaking to Web strategy, is in the service of applying that adhesive, either to cement the candidate's message or muck up the opponent's engine with sludge.

That's because memorable lines, images, gaffes and monikers act like a piece of gum on the bottom of your shoe. They get your attention and may even shape your voting behavior. In the world of marketing, "sticky branding" means intentionally creating an emotional attachment to a consumer product. In the blogosphere, a "meme" (a word coined by the science writer Richard Dawkins in 1976) is an idea that spreads virally, beyond anyone's control. Political campaigns often try to add gobs of glue (as Obama did on the seven-house story), but why some stories stick and others don't remains something of a mystery.

Of course, sometimes fertile soil—the congruent context—is itself a concoction. Dan Quayle's spelling "potato" with an "e" resonated because of superficial media judgments that he was somehow dumber than the average vice president. After Obama's gaffe about "bitter" voters "clinging" to guns and religion, McCain operatives worked overtime trying to tag the Democratic candidate as an elitist, down to the brand of iced tea he drinks. This despite the fact that Obama was raised by a single mother (who sometimes relied on food stamps) and attended top universities on scholarships and loans. The most persistent meme of this campaign season, that Obama is a Muslim, is a lie based on his foreign-sounding name and brief attendance at a public elementary school in Indonesia. In politics, like war, truth is the first casualty.