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It's a proven fact that people feel loss more strongly than they feel gain. Negative campaigns, publicity or policy-making plays off that fact. In the short term, it will always be more effective. I think the democrats and the republicans focus on dramatically different aspects of hate, envy and fear in our society, but they both use it when they need to do so. I don't know if that's sad or bad or just fact. I think asking them to just talk about "the issues" or "positive beliefs" is a great sentiment, but short of some sort of dramatic upheaval, pretty damn unlikely.
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