This Column Is Crooked, Sleazy & Sick

CBS' Dick Meyer On Negative Ads And The Degradation Of Politics

(CBS)  This commentary was written by CBSNews.com's Dick Meyer.

---

How big will the Democratic wave be?

Professional, non-partisan prognosticators see plenty of signs of a Democratic tidal wave in the House races. But their predictions are somewhat cautious, generally in the range of a Democratic pickup of 25-35 seats.

To put that number in perspective: the Republicans gained 52 seats in the 1994 midterm elections and the Democrats picked up 49 in 1974.

So if the forecast says tsunami, why are the forecasters' numbers relatively small and the predictions cautious?

Part of the answer is that with each election, incumbents become wilier at protecting themselves, especially through the gerrymandering of safe districts exempt from partisan competition.

But another important dynamic is that the political water table has been drained so low by the high volume of parasitic slime in campaigns and in government that it's simply harder for those big waves to form.

"We have become so skilled at making people unpopular that it's hard for anyone to get very involved or invested with candidates," says Harrison Hickman, a Democratic pollster. The main vehicle for making candidates unattractive, of course, is the negative television commercial.

Hickman has the numbers to back up the slow demise of positive feelings about candidates. He tabulated the final, pre-election favorability ratings in all the statewide races he has worked on since 1986, in non-presidential years.

Year	Winner	Loser
1986	56.2	35.4
1990	54.4	31.4
1994	54.3	42.3
1998	51.2	41.3
2002	50.1	43.0

Year	Winner	Loser
1986	25.6	31.0
1990	25.1	33.1
1994	31.0	35.3
1998	28.0	35.3
2002	34.1	37.9

Year	Winner	Loser
1986	30.6	4.4
1990	29.3	-1.8
1994	23.3	7.0
1998	23.2	6.0
2002	16.0	5.1

In one election after another, candidates – both winners and losers — have gone into Election Day with steadily less support and popularity. No wonder the Founding Fathers didn't want America to have political parties.

Now, an important question: how culpable are negative ads in generating this growing distaste for politics and candidates? Academics are actually divided; some say negative ads foster apathy and disgust, others have found they get voters motivated (negatively) and convey important political information to an otherwise tuned out electorate.

Candidates and consultants aren't in such a pickle. They have no doubt that negative ads work and they use them promiscuously, irresponsibly and viciously.

In this election, official party committees have spent $160 million on negative ads and just $17 million on conventional, positive ads. Negative wins by a 10 to 1 margin.

Don't be misled; there will be much more than $160 million spent assassinating characters this year; that's just the party money and doesn't include the cash laid out by the candidates themselves and various independent groups.

I have probably screened 60 negative ads this year and it's clear to me that this year's crop is the most scurrilous ever. The race-baiting ad run against Harold Ford in Tennessee is the most infamous example, but it is no sleazier than a dozen others I have seen.

One skuzzy ad accuses Democratic House candidate Michael Arcuri in New York of using taxpayer dollars to call a phone sex line. It turns out someone misdialed the state Division of Criminal Justice, which has an almost identical number. Ads run against Bob Casey in Pennsylvania misleadingly use actors to portray people who are supposedly Casey's cronies.

It seems there's very little that desperate candidates can't get away with anymore. And I mean that: this year's ads are simply full of lies and creepy insinuations. A good place to get a feel for the sleaze out there is at factcheck.org, a non-partisan group that monitors political ads for - get this - accuracy. By the way, factcheck.org found that while both parties have behaved poorly, the Republicans have been more outrageous. No surprise there, since they're the ones who are running behind.

Can you imagine blatantly and publicly lying about a rival at work, a nasty Little League coach, a teacher in your kid's school or someone running against you for the school board? Think about what it takes to do something like that. It takes a person who doesn't feel shame or embarrassment.

When it comes to running for high office, there's no shortage of such individuals. So no matter how big the popular wave is that's about to hit Congress, it will be propelled, understandably, more by a desire to wash out the old than a desire to usher in the new.

---

Dick Meyer is the editorial director of CBSNews.com, based in Washington.

E-mail questions, comments, complaints, arguments and ideas to
Against the Grain. We will publish some of the interesting (and civil) ones, sometimes in edited form.

[mjv2944]

More face to face in the public debates, allow each candidate three ads one week before election to run on radio, print and TV. The current batch of ads shows just how low these characters have gone. Bring on a third party and term limits.

[oleander8]

So what does a citizen do? Politicians make the laws - they aren't going to outlaw gerrymandering, they aren't going allow term-limits, they exempt themselves from laws they make for everyone else - like the National Do-Not-Call law against telemarketing - . Term Limits is the only thing that comes close to making the politicians accountable. Power corrupts. But fat chance of getting the politicians to pass the appropriate laws for it. It's very discouraging.

[bluestardad]

WHEN GOVERNMENT DOES NOT SERVE THE WILL OF THE PEOPLE REMOVE IT!

[tru_america1]

I feel sorry for many of these politicians. They sound like adolescents, calling each other names on a school playground. Rich old mommy and daddy must not have shown them enough affection, or taught them any values or respect. All elected officials should have a copy of the first paragraph of the Declaration of Independence in large bold type tatooed on their bodies, so as not to forget what the People do with crooked disrespectful governments.

[perception5]

As Ronald Reagan would say%u2026%u2026.. %u201CWell %u2026%u2026%u2026 there you go again %u2026%u2026%u201D Looks like our liberal MSM wolfpack has some explaining to do%u2026%u2026.. now for the facts:

The %u201CCenter for Media and Public Affairs%u201D did an accounting of the network newscasts from September 5 thru October 22 and found an overwhelming liberal bias.
On the "Big Three%u201D" network newscasts, the audit showed a clear jihad against the Republican Party. Only 12 percent of election stories that aired on NBC, ABC, or CBS could be regarded as remotely "favorable" to Republicans.
"Democrats basked in glory." The study showed that 77 percent of news accounts in the six-week period offered favorable evaluations of Democratic candidates and lawmakers.
77% to 12% isn%u2019t what most Americans would say was %u201Cfair-n-balanced%u201D. Does anyone one out there think that any of the networks engaged in this propaganda will carrying this story?............. sad and shameful that Americans can%u2019t trust the news anymore%u2026%u2026%u2026%u2026..
Looks like we need %u201Caffirmative action%u201D programs at CBS, NBC, and ABC %u2026%u2026%u2026.. just for starters%u2026

[abbe7]

"why are the forecasters' numbers relatively small and the predictions cautious?"

Well, you have to take into account the Diebold effect: it's not the polls which matter, or even the
votes, but the stalinists who count them.

To perception5: Yes, the ridiculous "Path to 911" from ABC was clearly democrats' propaganda ...
Only Fox is unbiased, I'm sure ...

[cmnsense]

to perception5 - a word for word copy from Fox News' John Gibson. Can't think for yourself?

[perception5]

Hey CmnSense, I couldn't find it on CBS, ABC, or NBC............ do you have any possible explantion for that????
Yeah ........ it's called censorship, distortion, filtering, ........ and just good old propaganda from your pals.......

[huskerarmy]

The %u201CCenter for Media and Public Affairs%u201D is a shill organization of righty hacks who do nothing but whine about liberal bias and take money from righty corporate sponsers. I'd sooner accept statistics from FOX news.

[huskerarmy]

"Former CBS producer Don Dahler resigned from Fox after executive John Moody ordered him to change a story to play down statistics showing a lack of social progress among blacks. (Moody says the change was journalistically justified--New York, 11/17/97.) According to the Columbia Journalism Review (3-4/98), "several" former Fox employees "complained of 'management sticking their fingers' in the writing and editing of stories to cook the facts to make a story more palatable to right-of-center tastes." Said one: "I've worked at a lot of news organizations and never found that kind of manipulation."

"Jed Duvall, a former veteran ABC reporter who left Fox after a year, told New York (11/17/97): "I'll never forget the morning that one producer came up to me, and, rubbing her hands like Uriah Heep, said, 'Let's have something on Whitewater today.' That sort of thing doesn't happen at a professional news organization." Indeed, Fox's signature political news show, Special Report with Brit Hume, was originally created as a daily one-hour update devoted to the 1998 Clinton *** scandal."

http://www.fair.org/index.php?page=1067

[nynative1340]

Are the politicians following the declining moral standards of the country? Or are they leading the way? It's hard to tell...

Self-serving politicians are certainly not setting the standard.

[nynative1340]

Even when not manipulated, the 'liberal media' has been very kind to Bush.

[shingles1]

The Center for Media and Public Affairs is a joke.
Not only does it use faulty and dishonest methodology but ("follow the money") it is funded by conservative foundations.

http://media.eriposte.com/3-3.htm

[tejasdemo]

Republicans are crooks and liars. If you like crooks and liars running the country and taking care of your money then vote for them.

If not then for vote for a Democrat this time. Guaranteed your life will be better and not filled with so much doom and gloom every day.

[shingles1]

And if you don't believe ME about the CMPA, go to their website. The report is a pathetic 1 page and looks like my drunken grandmother typed it up.

As I said, a joke.

[bluestardad]

Where is Mark Foley? Why is he not in Jail? He solicited underage children for fornication. Why has he not been charged? Why is he permitted to roam free after his 30 days in Rehab? Is there a different standard for child predators if they are from Congress? If he were on Dateline NBC he would have been arrested. Please let us know and take action, the American People are watching.

[lunasi-2009]

I still think a federal law banning negative advertising would be in everyone's best interest... making it illegal to comment on your opponent... just state your own qualifications, opinions and plans... like they're doing in Vermont this year. Kudos to Vermont!
(I should be called Pollyanna!)

[kalatur]

"I still think a federal law banning negative advertising would be in everyone's best interest... making it illegal to comment on your opponent..."

How about a federal law banning elections. That would surely prevent negative ads.

[tejasdemo]

The problem isnt the ads. The problem is (and it is a very serious one) is that there are a serious number of morons who vote in this country. Morons with college educations and a whole lot of money.

They believe the ads. It's the best argument against college on the planet.

[kalatur]

"It's the best argument against college on the planet."

Let me understand this. College grads are more moronic than non-college grads?

[tejasdemo]

kalatur....in alot of cases....yep, they are. A college degree and a lot of money doesnt guarantee that you are not a moron.

[adventurepa]

This is a good reason why we should vote out all of the incumbents. Lets hope the election does not get stolen again.

Voting machines can be hacked. A paper trail and reciept should be issued and congress should mandate this into law.

It is terrible that someone can be elected, not because of what they will do for US, but on negative slants against their opponent.
America needs to get centered and vote on the issues that effect us all.
Then select a candidate that will make it happen.
The one with the best plan.
Instead the American public are played,
with politics, spin and anything but the real issues.

[ozonmojo]

Given the abysmal level of morality in the society,it is sheer hypocrisy to bemoan the nasty election ads alone.The guiding principle has always been "Do unto him before he does unto you ".

[wskowalski]

and as we would expect, all the examples of this "parasitic slime" come from republicans.

because of course, everything dems speak is truthful, thoughtful, objective, focused on the issues, uplifting, visionary, inspirational - and more.

Everything the other side says is nasty, personal, false and motivated only by a desire
1 - to get those worthless poor, 2 - reward the evil rich, and 3 - drive gas prices up so the rich can profit even more (unless its just before the election in which cases gas prices must be temporarily lowered to deceive gullible voters).

Your crocodile tears over this "terrible" situation are a joke.

[one_american]

Cut the cr@p, Democrats.

What is the Democrat's plan to secure the peace in Iraq and help them establish a Democracy?

What is the Democrat's plan to fight terrorism in the world today?

What is the Democrat's plan to deal with North Korean nuclear ambitions?

What is the Democrat's plan to deal with Iran's nuclear ambitions?

I have not heard even ONE Democrat explain how they would accomplish any of these goals.

You only have a few days to come up with something besides Bush-bashing propaganda.

Show America you really have a leg to stand on; or you will be voted down and cast as bad-mouthing, do-nothing, troop-bashing liberals and relegated to the trash-heap of history.

[cofmanaaron]

One_American: maybe you would hear a plan on these issues if you would give the democrats a fair hearing, or if the majority of people these days were capable of responding to anything but negativity. Is "stay the course" a plan for Iraq?

[shingles1]

"Is "stay the course" a plan for Iraq?"

Clearly it is.
It's just a remarkably stupid plan.

[tibu987]

I know people who vote along straight party lines,i.e., they vote for all the members of their preferred party. They do not know or understand the issues and that is fine with them, they do now want to invest any time in learning the issues. But, it makes them feel patriotic to vote, so they do. Duh!
I know people who are doing well financially and they thus vote for the party in office, they do not want to lose a good thing and do not give a *** about the issues. So, whatever important issues there are really do not matter to them as long as they can protect their current situation. Duh!
I know people that do not vote at all, ever. They, of course, know nothing about any issues and feel that their vote does not matter and whatever the outcome, they can complain about the issues and people they do not like. Duh!
This is is a pretty accurate corollary of American voters and precisely why the people in Washington hold the voters in such low esteem and find them so easy to manipulate. The recent flap over Kerry's statement blown so out of proportion, is an attempt by Washington to manipulate voters.
I am an independent voter and have followed the issues as well as anyone. I will vote for some members of both parties. I will try to vote the creeps and corrupt slimeballs out of office and some new, fresh faces in, not yet spoiled by the system.
Vote on Tuesday, Nov. 7th.
Vote the bad, corrupt people out.

[mintmilano]

" By the way, factcheck.org found that while both parties have behaved poorly, the Republicans have been more outrageous. No surprise there, since they're the ones who are running behind. "

It isn't just that they are running behind. They did the same thing the last two times, when they were running ahead... it's their nature.

[consciousnes]

You can't beleive any of the commercials that are on the media today. They simply pick a number and put it out there to either look good or slam their oponent.
The only way to get to the truth is to go on line and get the records for yourself, if you can find them. They hid so many things in the bottom of laws they pass as riders, unless you are a lawyer, you will never know who did what.
Why do lawyers run for office?

Some politicians will do anything to win by appealing to the lowest aspects of our personalities...these candidates are without scruples and, worse, they think it is appropriate to be so nasty. This kind of ad brings shame on the party sponsoring it and should be punished at the polls. However, it may work in Tennessee and what does that say about America!

[fascistusa]

Issues?

Let's try the AMERICAN FASCISM going on today.

Our NEWS is PROPOGANDA.

We are in CONSTANT WAR.

We have FRAUDULENT ELECTION.

The RICH/CORPORATIONS run AMERICA.

We are nearly a POLICE STATE.

[frankly6]

Had enough? Vote for change.

[gmond]

Quote from the article:
"Can you imagine blatantly and publicly lying about a rival at work, a nasty Little League coach, a teacher in your kid's school or someone running against you for the school board? Think about what it takes to do something like that. It takes a person who doesn't feel shame or embarrassment."

That's right, it takes a person who is a politican.

[gmond]

politician, not politican, doh.

[egresor]

sort of reminds one of the novel 1984....doesn't it frankly6?

"Let's try the AMERICAN FASCISM going on today.

Our NEWS is PROPOGANDA.

We are in CONSTANT WAR.

We have FRAUDULENT ELECTION.

The RICH/CORPORATIONS run AMERICA.

We are nearly a POLICE STATE."

[bluestardad]

Where is Mark Foley? Why is he not in Jail? He solicited underage children for fornication. Why has he not been charged? Why is he permitted to roam free after his 30 days in Rehab? Is there a different standard for child predators if they are from Congress? If he were on Dateline NBC he would have been arrested. Please let us know and take action, the American People are watching.

[lorettal2020]

We will soon be homeless if something dosen't chage fast. United Steel Workers are on stirke and my husband is not working. I was fired for being sick and then slandered by the company to the Unemployment Bureau. Congress has tons of money to slander each other but no one will help us pay a few bills. How much money are they spending on campaign ads? One of those ads could have paid our bills for months. No one wants to help you if you do not have children. I have been disqualified for assistance from the government time after time because I do not have children. So I was careful not to bring an unwanted child into the world and I am continually being punished for it. No assistance for childless women has got to stop. I am being punished for being responsible in my life. I am thrown around by corporate america like a useless piece of trash. Being terminated from employment again and again for falling ill and needing an operation that would stop my suffering and on top of it being slandered to a government agency so that I can never find employment again. I need help. If someone dosen't help us we are going to pitch a tent in front of the State Building and live on their lawn. If they arrest me, good, at least I will have a roof over my head and food to eat. This isn't fair. When is someone going to stand up and help women with no children?

[bsmithe]

OMG, the Harold Ford ad is hilarious! I don't know if I'd call it notorious but notable. I only wish Harold Ford had thought of it first. What is the name of the Advertising firm?

I think the Democrats should do whatever it takes to get elected, including impeaching Bush.

[arthurcl1]

Emperor Bush at it again slinging mud on Kerry for a bad joke. Kerry has Purple Hearts, how many does Bush, Cheyne or Rumsfield have? How did Bush serve in the mililtary? He didn't do much because he was from a rich family and they helped get him out of going to Vietnam. But look at what Bush has done for us, what he won't talk about like spending billions on a failed policy in Irag. Going over the UN to go it alone! Recently millions of dollars of our taxpayer money for weapons for their armed forces was ripped off from under our noses? No reconstruction going on for the people, civil war, and the Cleric is back to controlling Sadar City? They told us to get out! Our National Debt is at 4 TRILLION! Left for our grandchildren to try to pay? What a mess Bush has us in. It's another Vietnam. We will never be able to get out of there thanks to these guys!
That was what Kerry was trying to say!

[rbird8728]

This entire mess was intentionally started with the series of lies about Weapons of Mass Destruction which the White House knew was untrue. The next step is to build on a sense of fear, "They're comming to get you!" Those poor morons who flew into the World Trade Center were Bush's best friends...that enabled him to be a home made hot air hero. He said that Bin Laden could run but he couldn't hide....well, he's done a fine job of it for five years!

[tibu987]

Ho hum, wake me up Wednesday when the elections are over.
That the average, issues uneducated voter fall for this sort of trash is exactly what the politicians expect of them.
Many people vote but most are unaware of the issues. Scary.

[huskerarmy]

It's the General's fault:

%u201CLet's not blame what's happening in Iraq on Rumsfeld... Secretary Rumsfeld is the best thing that has happened to the military in 25 years... The management of the war in Iraq is being handled by the generals on the ground.%u201D

House Majority Leader John Boehner (R-OH)

[bob_burd]

Hmmm....Senator Kerry seems to have fallen off the map in the past 24 hours. Or is he in surgery, having his foot removed from his mouth? The moron has a classic case of sour grapes that he'll never get rid of. While he was supposedly campaigning for Phil Angelides, he just couldn't resist with his broken-record harping which has simply carried over from the 2004 election.

This pantywaist coward, who was released from duty in the Nam after giving himself a self-inflicted "wound", couldn't carry the shorts of any man or woman serving in the US military. He's a negative fool with no platform or solutions to any problems, and is obviously going to be nothing more than a malingerer for the remainder of his "distinguished" political career. What a sack of ***.

Selah

[singme2080]

I have watched so many negative ads I have decided I can't decide which crook I want to pick my pocket for the next 2 years. I am 76 and for the first time since I have been old enough I will not vote. They all make me sick.

As of John Kerry why has the fact he was pardoned by Jimmy Carter never been mentioned? Does anyone remember what he was pardoned for???

[ibcrazybones]

I think our political system is broken beyond repair. Really, does anyone out there have a realistic way to fix it? Very depressing...

[onesoldier1]

One_American:

What's the PLAN from the Democrat's?

Tell you what buddy, I'll be happy to lay out their plan in detail if you tell me WHAT IS CHIMP JR'S PLAN!!!

The "war on terror's" in Afghanistan, not Iraq.
Ignoring Korea the last SIX YEARS led to the bomb. Domestic needs in America are being neglected and/or TOTALLY ignored.

What's Bush's plan? Oh yeah, it's top secret.

[shingles1]

Singme2080 said "As of John Kerry why has the fact he was pardoned by Jimmy Carter never been mentioned? Does anyone remember what he was pardoned for???"

No one remembers because it never happened.

The rumor comes from a website called rumormillnews.com. Sounds pretty reliable.
And as the author of this rumor admits, its all just a theory. A theory that rests upon the idea that 1) Kerry was dishonorably discharged (which is untrue) and that 2) Carter's pardon of draft dodgers would also cover those who were dishonorably discharged. Item 1 plus item 2 equals the rumor.

The magic of google.

[onesoldier1]

To all those writing obsessively hateful comments about Kerry (on this site and others)
Remember this:

1) Kerry didn't send U.S. men and women to war on false pretenses.

2) Kerry didn't cut veterans' benefits.

3) Kerry didn't shrug when asked about lack of proper armor and equipment.

4) Kerry's a combat war veteran for godsakes!

5) Bush never saw combat, would never send his own children to combat, and makes no apologies for ANY of his mistakes and callousness.

So who REALLY hates the troops.

Honest to God, republicans. What the hell's wrong with you? Why would you respect a former cheerleader and an AWOL frat boy over a combat veteran?

[bluestardad]

Dictators is that a Washington Dish that Republican Mark Foley was covertly serving the Congressional pages, Or Is that a Texas Style potato dish that the Bush administration has been feeding the American people for the last few years? Served with a side order of Stay the Course.