Image As Substance in Politics

David Greenberg, discussing Wesley Clark's entry into the Presidential race, his grasp of the issues and whether he has a good enough image to be President:

In reality, we vote not for the candidate who most perfectly shares our views on issues of the day - if we even possess such precise views in the first place - but for the one who moves us. A candidate's background, passions, intellect, earthiness, rhetorical style, maturity, temperament, candor, empathy, and vision - as well as related elements of image - determine whether we like or dislike a politician.