Great discussion. I can only echo your observations that the media perpetuates the negative tactics by making them the lead story rather than the issues that should be. Ironically, MSM pundits host panels of discussions that continually criticize and analyze the candidates for engaging in attack campaigns rather than the pressing issues - but that is exactly what the media is discussing - thus perpetuating (and giving credence to) the whole character over substance strategy. If the media stopped giving time to the hype, the tactic would be much less effective. But let's be real here. The media is interested in one thing, and that's ratings. Unfortunately, we (the people) tune in to the scandals in much larger numbers than we do for an objective analysis of issues. So the media strategy is as calculated as the political strategy. It's all politics in the end.