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After Politicians Debate, Spin Doctors Operate

Is this what the voters themselves saw? That question--even for polling professionals--is tough to answer once the media's verdict is handed down.

"Generally speaking, media coverage has a huge impact," said John Zogby, who runs Zogby International, one of the nation's most prestigious polling companies.

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"It not only sets the agenda of what people get to see or hear...it also frames the message," he said.

When Zogby sets himself to conduct a poll, he keeps two factors in mind. Generally, he said, voters don't form nuanced opinions until 36 to 48 hours after an event. But during that time they're exposed to the media consensus.

Zogby's latest New Hampshire poll--released well before Wednesday's forum--puts Bradley nine points ahead of Gore, well outside of the margin of error.

Gore's campaign has proved particularly vulnerable to media analysis. It plays into the punditocracy's love of taking apart complicated political machines.

Members of the media are friendly with many of Gore's top campaign advisers, and they will write a steady stream of headlines at any hint that Gore is tinkering with his strategy.

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