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The Guardian - UK
The Guardian - UK
World
Neil McIntosh

Bush v Kerry? It's really Ford v BMW

In this amazingly tense Presidential race, it helps to stand back a bit from the hour-by-hour cut and thrust, and take in the bigger view.

Academics are leading the way in trying to get a clearer picture of what's happening across America. First, there's the famous Iowa Electronic Markets site, where they're taking virtual bets on who's going to win. The theory is that lots of people, acting independently of each other to place bets on the race, will be a good predictor of the vote next Tuesday. James Surowiecki's book, the Wisdom of Crowds, goes into this in greater depth for those of you who feel the need.

Second up is some electoral college meta-analysis by Professor Sam Wang of Princeton University. If that sounds confusing, it's because it really is. But, roughly, it amounts to a sort of poll of polls, which Prof. Wang points out should be more accurate and objective that just one poll.

As well as the numbers, he makes some rather cynical - but likely equally accurate - observations about the levels of numeracy among journalists, and the reason why so many polls appear to contradict each other.

Finally, if all that stuff just baffles you, how about a survey that asks voters to compare each candidate to well-known brands? Meet the Presidential ImagePower survey which shows voters seeing Kerry as a Subway sandwich shop to Bush's McDonalds, or a dangerously European BMW to the President's all-American Ford.

Voters, at least, get one thing unquestionably right in seeing Kerry as Apple Computer to Bush's IBM. Steve Jobs, CEO of Apple, is a big-name backer of the Democratic Party, and the popular-vote-winner-but-overall-loser from last time, Al Gore, is on the company's board.

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