Today’s Adventures in Pseudo Profundity

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Will the Obama campaign’s attacks on Bain Capital make a difference in November? Jamelle Bouie picks up the phone to ask:

Matthew Dickinson, a professor of political science at Middlebury College, is skeptical that these attacks will have any effect on how voters choose in November….The important thing to remember is the electorate is highly polarized, and most voters have already made their choice. Dickinson explains, “Keep in mind that 70 percent or so of voters have already made up their mind regarding who they will support, and most people, including independents, aren’t paying much attention to this story anyway.”

Why do people say stuff like this? Of course the electorate is highly polarized. Of course 70% of voters have already made up their minds. So what? Campaign ads aren’t aimed at these people. They’re aimed at the small segment of the population that’s persuadable, just like every advertisement for every product in history. That’s not even Political Science 101. It’s more like junior high school level stuff.

Please, let’s all stop spouting this nonsense as if it were something profound. It’s not. All mass advertising is mostly wasted because the vast majority of the audience has no interest in the product for one reason or another. But some of the audience does. That’s the target. The fact that the target is far, far less than 100% of the viewers is news to no one.

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THE FACTS SPEAK FOR THEMSELVES.

At least we hope they will, because that’s our approach to raising the $350,000 in online donations we need right now—during our high-stakes December fundraising push.

It’s the most important month of the year for our fundraising, with upward of 15 percent of our annual online total coming in during the final week—and there’s a lot to say about why Mother Jones’ journalism, and thus hitting that big number, matters tremendously right now.

But you told us fundraising is annoying—with the gimmicks, overwrought tone, manipulative language, and sheer volume of urgent URGENT URGENT!!! content we’re all bombarded with. It sure can be.

So we’re going to try making this as un-annoying as possible. In “Let the Facts Speak for Themselves” we give it our best shot, answering three questions that most any fundraising should try to speak to: Why us, why now, why does it matter?

The upshot? Mother Jones does journalism you don’t find elsewhere: in-depth, time-intensive, ahead-of-the-curve reporting on underreported beats. We operate on razor-thin margins in an unfathomably hard news business, and can’t afford to come up short on these online goals. And given everything, reporting like ours is vital right now.

If you can afford to part with a few bucks, please support the reporting you get from Mother Jones with a much-needed year-end donation. And please do it now, while you’re thinking about it—with fewer people paying attention to the news like you are, we need everyone with us to get there.

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