ABSTRACT
Professional observers of American politics have become deeply critical of presidential campaigns. They are seen as too long, too expensive, and too shallow. Worse, many believe that the focus of campaigns has little to do with issues of consequence for presidential performance. The primary responsibility for this sorry state of affairs is placed by many on the media, in particular, the press. Driven by pressures to stimulate interest, critics argue, the media focus on sound bites and on controversies that are seen as irrelevant to presidential performance. The focus on presidential character and leadership is a key example, in this view, of the troublesome diversion from substantive discussions of policy choice.
