What criteria Americans vote on?

I just finished reading a very interesting news article on the BBC News website entitled “Facing up to the US electorate“.

One thing I have noticed with the majority of Americans is that image is everything. The reason Gore lost the last election to Bush was that he did not seem like the average American. He seemed to speak down on people. Kind of like, I am so much smarter than everyone. Bush seemed so sincere and simple minded that he appealed to the more simple folk. It seems that a good portion of Americans are not well informed when it comes to politics and need the media and baby-kissing to sway their vote. Unfortunately, I see that same trend happening in this election.  I’m wondering if image was not a factor in the polls, how close would this race really be?

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