“If you think back to the Swift Boat debacle of 2004, the surface issue was John Kerry's honesty and bravery as a sailor in Vietnam. Far more powerful, however, was the meta-message: George Bush slaps John Kerry around and Kerry either can't or won't hit back. For voters concerned with security and the toughness of their leaders, that's a devastating message — and one that has little or nothing to do with the truth of the surface charges. Someone who can't fight for himself certainly can't fight for you. At the time I called it the "Republicans' bitch-slap theory of electoral politics."”