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John Heilemann deftly handles the oft-ignored disparity between the media coverage of Senators Obama and Clinton.

Theories abound as to why the media has treated Clinton and Obama so differently. The simplest is that reporters simply like Obama better; that he’s new and fresh and unburdened with anything resembling Clinton fatigue. Another theory revolves around cultural bias. “The fact is that the national press is a bunch of northeastern liberals,” says the adviser to an erstwhile Democratic runner, “and they just love the idea of this post-racial black dude being the nominee.” A third revolves around the respective dramatic arcs embodied by Clinton and Obama. Citing the Times primary-beat reporters assigned to the candidates, a competitor of theirs observes, “Pat Healy’s job is to challenge the Clinton myth and machine. Jeff Zeleny’s is to write the epic rise of Barack Obama. That’s generally the media’s approach—Clinton and Obama are just at different points in their stories.”

All these theories contain at least some truth, but it’s the last one that edges closest to what I think has actually gone on. Campaigns are, at bottom, a competition between memes: infectious ideas that gather force through sheer repetition. The most powerful of these memes are what Just refers to as meta-narratives, the backdrops against which everything plays out in the media. “Clinton’s meta-narrative,” she says, “is that she’ll do anything to win; she can’t be trusted, she’s ethically challenged; she’s manipulative, calculating, and programmed.” Obama’s meta-narrative is decidedly otherwise. “It’s the same, in a way, as John McCain’s,” says Just. “He’s authentic, honest, free of taint. Then you add in new, charismatic, and an agent of change.”

(via The Page)