When I worked on messaging for Al Gore’s 2000 presidential campaign, I often argued with white, older, affluent, male advisers who cared intensely about what was said in the elite media but ignored the popular venues to which most Americans pay attention. They had learned nothing from the right, whose candidates knew how powerful the right colors, clothing, imagery, and even lighting can be, and how strongly personal narratives – Ronald Reagan in riding boots, or George W. Bush in a flight suit – resonate with voters.
当我在进行阿尔·戈尔（Al Gore）2000年总统竞选的信息传达工作时，经常和富裕的年长白人男性顾问发生争论，这些人非常关注在精英媒体上说些什么，但是却忽略了大多数美国人关注的大众场所。他们从右派那里什么也没有学到，右派候选人知道正确的肤色、服装、形象，甚至灯光的力量能够多么强大，以及个性表现——例如穿着长统靴的罗纳德·里根，或者穿着飞行服的乔治·布什——能够使选民产生多么大的共鸣。