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ad campaign?
They are trying to have it both ways, yet again. Bush wants us to believe that he doesn't want to "kick gays", while his administration is doing just that.
I don't think it's an effort to distract from the Gannon story, because I think they were planning a release of the conversations long before Gannongate broke (though I'm sure it's a happy coincidence for them). I think it is really an effort to soften Bush's image at the same time that he's using desperate and hateful methods to win approval for his SS phase-out plan.
This is the tactic they employed with the Swift Vets campaign. Bush feigned innocence and ignorance and claimed he respected Kerry's military service, but he clearly had close ties to the Swift Vets and approved of or sanctioned their activities.
If Bush were to say openly that he respects gays, he would risk angering the fundies. This way he is free to profit from the hate campaign while those around him can point to the tapes as evidence that he really isn't like that.
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