https://www.theguardian.com/world/2008/aug/31/uselections2008.barackobama
"Democrats do launch attack ads and campaign negatively but no one does it like the Republican party. Under a succession of dark geniuses, the party has perfected the black art of negative campaigning. It has created the most effective attack machine in the Western world, with the sole purpose of destroying opponents and winning elections. For opponents it is a source of shock, misery and more than a little envy. Its tentacles stretch from the McCain campaign into the murky corners of talk radio, the internet and shadowy groups willing to use any outlandish smear.
Now that machine is focused with laser-like intensity on Obama. The clamour is loud and shrill: Obama is vain, inexperienced, liberal and dangerous. It is backed by a clandestine chorus whispering that he has a secretive Islamic past and it uses racially loaded language. It is also only going to get louder. This week, as McCain and the Republicans gather for their party convention in the Minnesota city of St Paul, the noise will become deafening. It has one purpose - to keep the White House in Republican hands at all costs and against the odds.
The current mastermind of the Republican attack machine is known as the Bullet. He is Steve Schmidt, a protégé of Bush's guru, Karl Rove. Nicknamed for his results as much as his bald head, he made his name as commander of the war room that wiped out Democrat John Kerry in 2004. Brought in to shake things up in July, Schmidt imposed discipline on a disorganised campaign. He dissuaded McCain from his off-the-cuff chats with reporters, and honed the focus solely on making Obama unelectable.
Schmidt works on the principles of repeating simple messages loudly and often. Ads attack Obama as a 'celebrity' or a faux-messiah. By doing so they hope to turn Obama's greatest strength - his ability to inspire - into a fatal flaw. That is backed up by another line: that Obama is simply not fit to be president. NotReady08 is the name of a website set up by the campaign. The language can be harsh. 'We are in the hunt for the White House. Barack Obama is going to have to step up with more than a smart tongue, snappy words and a nice suit,' said Maryland Republican politician Michael Steele."
https://en.m.wikipedia.org/wiki/Steve_Schmidt
"Schmidt joined the Bush administration as a Deputy Assistant to the President and Counselor to Vice President Dick Cheney. In 2004, he was a member of the senior strategic planning group, led by White House adviser Karl Rove, that ran President George W. Bush's re-election campaign; Schmidt oversaw the reelection "war room".[20] In 2005 and 2006, he was the White House strategist responsible for the U.S. Supreme Court nominations of Samuel Alito[26] and Chief Justice John Roberts.[20]"
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