Here's Rich on the despicable Republican culture war and fear mongering playbook:

The specifics have changed in our new century, but the vitriolic animus of right-wing populism preached by Pegler and McCarthy and revived by the 1990s culture wars remains the same. The game is always to pit the good, patriotic real Americans against those subversive, probably gay "cosmopolitan" urbanites (as the sometime cross-dresser Rudy Giuliani has it) who threaten to take away everything that small-town folk hold dear.

The racial component to this brand of politics was undisguised in St. Paul. Americans saw a virtually all-white audience yuk it up when Giuliani ridiculed Barack Obama's "only in America" success as an affirmative-action fairy tale — and when he and Palin mocked Obama's history as a community organizer in Chicago. Neither party has had so few black delegates (1.5 percent) in the 40 years since the Joint Center for Political and Economic Studies started keeping a record.

But race is just one manifestation of the emotion that defined the Palin rollout. That dominant emotion is fear — an abject fear of change. Fear of a demographical revolution that will put whites in the American minority by 2042. Fear of the technological revolution and globalization that have gutted those small towns and factories Palin apotheosized.

And, last but hardly least, fear of illegal immigrants who do the low-paying jobs that Americans don't want to do and of legal immigrants who do the high-paying jobs that poorly educated Americans are not qualified to do. No less revealing than Palin's convention invocation of Pegler was the pointed omission of any mention of immigration, once the hottest Republican issue, by either her or McCain. Saying the word would have cued an eruption of immigrant-bashing ugliness, Pegler-style, before a national television audience. That wouldn't play in the swing states of Colorado, New Mexico and Nevada, where Obama already has a more than 2-to-1 lead among Hispanic voters.

Rich has some good advice on how Obama should respond:

How do you run against that flashy flimflam? You don't. Karl Rove for once gave the Democrats a real tip rather than a bum steer when he wrote last week that if Obama wants to win, "he needs to remember he's running against John McCain for president," not Palin for vice president. Obama should keep stepping up the blitz on McCain's flip-flops, confusion, ignorance and blurriness on major issues (from education to an exit date from Iraq), rather than her gaffes and résumé. If he focuses voters on the 2008 McCain, the Palin question will take care of itself.

Obama's one break last week was the McCain camp's indication that it's likely to minimize its candidate's solo appearances by joining him at the hip with Palin. There's a political price to be paid for this blatant admission that he needs her to draw crowds. McCain's conspicuous subservience to his younger running mate's hard-right ideology and his dependence on her electioneering energy raise the question of who has the power in this relationship and who is in charge. A strong and independent woman or the older ward who would be bobbing in a golf cart without her? The more voters see that McCain will be the figurehead for a Palin presidency, the more they are likely to demand stepped-up vetting of the rigidly scripted heir apparent.

But Obama's most important tactic is still the one he has the most trouble executing. He must convey a roll-up-your-sleeves Bobby Kennedy passion for the economic crises that are at the heart of the fears that Palin is trying to exploit. The Republican ticket offers no answers to those anxieties. Drilling isn't going to lower gas prices or speed energy independence. An increase in corporate tax breaks isn't going to end income inequality, provide health care or save American jobs in a Palin presidency any more than they did in a Bush presidency.

This election is still about the fierce urgency of change before it's too late. But in framing this debate, it isn't enough for Obama to keep presenting McCain as simply a third Bush term. Any invocation of the despised president — like Iraq — invites voters to stop listening. Meanwhile, before our eyes, McCain is turning over the keys to his administration to ideologues and a running mate to Bush's right.

As Republicans know best, fear does work. If Obama is to convey just what's at stake, he must slice through the campaign's lipstick jungle and show Americans the real perils that lie around the bend.

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September 14, 2008

Op-Ed Columnist

The Palin-Whatshisname Ticket

By FRANK RICH

www.nytimes.com/2008/09/14/opinion/14rich.html

WITH all due deference to lipstick, let's advance the story. A week ago the question was: Is Sarah Palin qualified to be a heartbeat away from the presidency? The question today: What kind of president would Sarah Palin be?

It's an urgent matter, because if we've learned anything from the G.O.P. convention and its aftermath, it's that the 2008 edition of John McCain is too weak to serve as America's chief executive. This unmentionable truth, more than race, is now the real elephant in the room of this election.

No longer able to remember his principles any better than he can distinguish between Sunnis and Shia, McCain stands revealed as a guy who can be easily rolled by anyone who sells him a plan for "victory," whether in Iraq or in Michigan. A McCain victory on Election Day will usher in a Palin presidency, with McCain serving as a transitional front man, an even weaker Bush to her Cheney.

The ambitious Palin and the ruthless forces she represents know it, too. You can almost see them smacking their lips in anticipation, whether they're wearing lipstick or not.