Romney’s “binders full of women” line, an awkward phrasing that inspired reams of mockery on the Internet, wasn’t changing any minds among the women I spoke to. Democratic partisans saw it as more evidence Romney was out of touch; Republican partisans saw it as of a piece with his business background. “Anyone who’s ever been a professional, ever, knows that’s how you get resumes: in a binder,”43-year-old Republican stay-at-home mother Michele Moss said, rolling her eyes. Only someone who’d never been in the business world — like Obama — would fail to understand that.

The “binders” line didn’t register at all among the undecided women. Nor did anyone mention the Virginia legislature’s controversial move to require women seeking abortions to get ultrasounds, including invasive ones in some cases. When it happened, Democrats were sure the bill, which passed the state house but was watered down after Republican Gov. Bob McDonnell pulled his support, was their permanent ticket to the women’s vote. But now, outside of Obama rallies, it seems largely forgotten.

While this is a smart article by Molly Ball, what it misses is that the “binders” line isn’t supposed to be a game-changer. It’s all about narrative- no one is going to admit that they are swayed by a piece of awkward phrasing. What it may do, subliminally and in combination with other considerations, is make people think Romney is “out of touch” in general.

(Source: The Atlantic)