One should strive to manipulate the media into expressing one’s viewpoint, not bludgeon it into submission. The McCain seems set on the latter path. But the more he and his surrogates attack the media, the less utility he will derive out if it. In a fundamentally hyperreal world, what McCain considers to be a set of defined actors who can be coerced into submission is much more diffuse than he would like to believe. Waging war against it makes as much sense as trying to drain the sea with a bucket.
McCain’s other approach of influence has been the employment of a series of stunts designed to change the logic of the system (e.g Sarah Palin, his campaign suspension, etc). Ironically for the arch-conservative Arizona senator, one could analogize this to culture-jamming. McCain’s stunts have not failed because they lack sincerity or substance–neither of which is necessary to stir up the masses. They have failed because both actions are insufficient in and of themselves as game-changers. Against the drama of the fall of stock market’s fall and the global war on terrorism, Sarah Palin’s “redneck woman” routine seems like a bizarre sideshow. Likewise, McCain’s staged heroics (a campaign suspension that wasn’t) didn’t have much of an impact. He is going to have to try much harder if he really wants to off-set Obama’s lead.
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