NY Times, front page article, March 2, 2000. by Kevin Sack, "McCain Is Hit By a Backlash Over Remarks"
this is on McCain's attack on intolerance.
Theory: attitude persuasion -theory: you don't attack heroes. Message isn't heard. John Wayne could carry a 6 shooter with no need for the NRA to defend him. He was an "American hero."
Define intolerance. Reject the structurally violent behavior not the child. Hard to do with sound bits and off the cufff.