New York magazine has a must-read piece on how political campaigns go negative:
“What these negative tacticians are attempting to do is to simplify. Psychologists talk about the ‘availability heuristic,’ the tendency of a person to judge something, or someone, by the most readily available information. If viewers are told in a well-produced movie, for instance, that Romney laid off workers at a factory to enrich himself while running private-equity firm Bain Capital — regardless of whether it was three or four instances out of 100, or whether he ultimately created more jobs than he destroyed — they’ll tend to assume the single illustration demonstrates the greater truth because it’s the most immediate example.”
“The best way to exploit the availability heuristic, political consultants know, is to find the unstable territory between the legitimate facts and a smear.”