In this too-long piece, the "media scripts," as the writer calls them, are examined for Senator John McCain and Al Gore. The Senator has been dubbed--"scripted"--by the media as "Saint John" and/or "Sun God John McCain," with each report of him being cast, sometimes directly, mostly by assumption, in such terms. This media scripting lies at the root of MSM reporting, the article says, and governs public perception of a candidate.
The script for Gore is akin to "buffoon," a negative sense of some sort of wayward loser. And I must admit that in my various conversation, even with kindred peacenik crazies, I get a mixed reaction to the prospect of Gore's candidacy for president in 2008. And yet he's right on on the environment, opposed the Iraq invasion, is a genuine liberal on most issues--and he beat Bush in 2000. He could be cast as the "comeback candidate" or the "happy ending" winner. But I agree with the article, that says that until we consumers of news take on this media scripting question, until we confront and attack it, we'll be stuck with "Saint John" in the White House in 2008, and Gore or Hillary or whatever Democrat on the outside, doomed by the media's characterization.