Here's anotehr interesting take on this from a recent speech by David Korten
http://www.pcdf.org/2004/imperialpolitics.htm...Let’s start with a crucial fact. Apart from members of the corporate plutocracy, most Bush voters did not vote their economic self-interest. Pundits say they voted their moral values. Actually, I suggest they voted their psychology: their longing for meaning, identity, and community in a world of family and community breakdown. Demagogues of the far right have turned this positive and healthy longing against feminists, gays, and lesbians as the scapegoats for a very real crisis caused by a brutally unjust economy in which a growing percentage of available jobs pay less than a family wage and offer no benefits.
For the media to suggest that only Bush voters were voting their moral values is surely quite odd. Economic justice is a moral issue. Leaving trillions of dollars of debt to our children to repay is a moral issue. Destroying God’s creation to make money for rich people is a moral issue. Killing tens of thousands of innocent people for a lie is a moral issue. These are all moral issues at the heart of Christian teaching. Perhaps we should say so in our public discourse.
Manipulation of human emotions for dark ends is nothing new. Imperial rulers have for 5,000 years played to desires for meaning, identity, and community with stories of imperial god kings, heroic nationalism, and dangerous foreign enemies. These stories are carefully crafted to legitimate the power of the rulers, caste them as the courageous father protectors of the national family, and gain the voluntary submission of the oppressed by embedding in the public mind an image of a dangerous world divided between the worthy and the unworthy, the good and the evil. The right wing in America has mastered this story telling art.
To understand what really happened in the election it was necessary to tune into the right-wing media, particularly the right-wing radio talk-shows. The strategy of the Far Right was elegant in its simplicity. It turned on defining two words — “liberal” and “leader.”
Rightwing commentators and talk-show hosts have for years been repeating versions of the refrain, “liberals are elitist snobs who look down on ordinary people, have no values, hate Christians, criticize America, and side with evil terrorists.” “Liberals hate Bush because he is a Christian.”
The rightwing definition of “leader” is based on the metaphor of the strict father who acts with moral certainty based on Christian biblical teaching, rules with an iron hand, does not negotiate with his lessers, and has no need to explain or apologize for his actions.
Much of the Bush campaign was devoted to defining Kerry as a “wishy-washy liberal.” To those uninitiated in the rightwing definitions of “liberal” and “leader,” this seems a substance-free, almost silly, claim. To the initiated, however, the terms “liberal” and “wishy-washy” communicated a powerful psychological message: “Kerry is an elitist snob who has no values, hates Christians, looks down on ordinary people like you and me, and lacks the moral backbone to protect the national family from its evil enemies.” “Bush is a God fearing Christian guided by the moral certainty of biblical text and called by God to guide and protect the nation as a resolute father leader in a war against evil.”
Since the early 1970s, a dedicated alliance of corporate plutocrats and religious theocrats has been laying the foundation of their takeover of U.S. political institutions by building a powerful network of right-wing think tanks, media outlets, and churches. The think tanks frame the language and the stories of the public discourse. The media outlets and churches disseminate the language and the stories. And the churches turn out voters. This infrastructure has proven a powerful vehicle for advancing a Politics of Empire based on division, fear, manipulation, and domination. It is a bullying politics reminiscent of a childish playground brawl that substitutes name-calling and character assassination for problem-solving and undermines the credibility of our political institutions. The challenge before us is to displace the politics of Empire with the politics of Earth Community based on inclusion, possibility, and partnership — an authentic values-based, problem-solving politics of mature adulthood consistent with the moral teachings of Jesus....