chapter  9
The Wizards behind the Curtain
Pages 14

The sinisterly effective use of targeting and campaign technologies in Winner Take All contests began in earnest under Reagan. Ronald Reagan, a former actor and radio broadcaster, utilized his understanding of the television medium and a wellhoned “aw-shucks” act to reach voters with powerful TV imagery. His campaign and administration adopted “Morning in America” icons to project a sunny disposition melded to a John Wayne-like “get tough” persona. Reagan, it has been said, constituted the “apogee of style over substance”1 No wonder the Reagan administration sometimes seemed like one long movie-in a very real sense, it was.