I have heard many people who have jobs, kids, and a life in general, say that they don't have the time to do research about candidates. What they do have time for is for the TV to be on constantly. Campaign marketers know this and they capitalise on it. Is it really anybody's fault who has a life that their knowledge of candidates is reduced to cheap shot bicker banter. That's what is readily available as "sound bites". As a result, too many American's think that if you vote for a republican you get more justice in society. Likewise, they think that if you vote for a democrat you're going to put an end to American imperialism. Then again you can do research and wind up in a sea of misinformation that leads you to believe that gold is sound money. Watch "money as debt". It explains that fallacy.
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