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Candidates have learned how to make their job easy with one liners and sound bites. These short bursts of rhetoric require no back-up facts. At most, a sound bite is about two sentences. Kerry might say, "Tell those special interest groups that we're coming, they're going and don't let the door hit them on the way out." This implies that the present administration is run by special interests without telling us which ones, and that he's kicking them all out when he gets in the White House. George W. Bush might tell us that John Kerry changes his positions on important issues in order to suit the audience or to get elected. He doesn't tell us which issues or exactly how Kerry changed his position.
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