BEWARE ONE OF THE OLDEST TRICKS IN THE BOOK

From Kathleen Hall Jamieson and Paul Waldman, The Press Effect:

The move in [Bush's 2000 presidential primary ad attacking McCain for "opposing breast cancer research"] is one familiar to campaign watchers. After presenting a statement, vote, or action an opponent has taken, an ad argues inductively that the particular instance proves a general disposition. A single vote to reduce certain prison sentences proves that the candidate is 'soft on crime.' An inconsistent statement proves that the candidate 'can't be trusted.' A vote against a pork-barrell bill proves that the candidate 'doesn't care about our district.' In order to warrant such conclusions, a reasonable person would have to know why the candidate cast the vote and whether the instances cited are representative of the positions the candidate has taken most of the time. . . .Reporters should insist that when candidates move from the specific claim to the general attack on their opponents, the conclusions they draw are warranted by the facts. (p. 176).

The book has been collecting dust on my shelf since last year (when I received a free copy; thanks!). Now, since the media war has been joined in the presidential race, I'm going to read it.