I remember a reading from college days, an article by some noted sociologist published in PLAYBOY, when PLAYBOY published articles to buy the magazine for, about how employers hire not for skills on the resume but for personality. Years, decades later I cannot argue with that.
I think that voters, those disengaged from politics, secure and comfortable, vote for personality, or the personality they perceive.
Expose Obambi’s vicious temperament. Use the Mussolini pose photos (why McCain’s campaign didn’t use them is beyond me.)
Heroes of the Left tend to have mean personalities (See Paul Johnson’s book ‘Intellectuals’.)