Governments raise money with taxes and they spend it. Politics is essentially about how much money they raise in taxes, who they take it from, and how it is spent. The tax side of the story in the 2012 election reflects the differences between the two parties on tax policy. Romney wants to cut taxes further, and the largest cuts in the tax rate go to his friends who seek a good return on their investment in his campaign. Obama's policy would increase tax rates on those earning over $250,000. The spending part of the story is not graphically provided in this post, but cuts in Medicaid and other social welfare programs are on the top of Romney's list.
Since elections can not be won by gathering all of the votes from those earning over $250,000, the GOP has been dependent upon basing their election campaigns on social values and other factors that deflect attention away from the most obvious story about government economic policies. They have been doing this for a long time and they are quite good at it. The Democrats are not as good as they used to be in telling their side of the story. Of course, they do not have their own TV network, and their supporters do not own most of the media that create public opinion, or pay for the ads that the media depend upon for revenue.
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