The McCain campaign has ingeniously cast its "Palin spell." Even in the midst of increasing economic turmoil, the Palin mystique rolls on. To best understand its powers, we must return to the moment of Palin's national birth.

More than 70 years of John McCain's life had passed before he met Sarah Palin in February 2008 at a large gathering in Washington, D.C. The second meeting occurred several weeks ago on Aug. 28. The next day, Palin emerged as McCain's choice for vice president and became an overnight celebrity.

GOP political strategists and TV talking heads, most of whom were out of the loop, initially responded to the announcement with shock, puzzlement and dismay. But Palin, a photogenic fresh face, immediately became a mass media sensation. The gamble led by key McCain aides, Steve Schmidt and Mark Salter, stunned the Obama campaign and paid immediate dividends.

As a staunchly conservative mother of five, Palin energized the Republican base and offered the prospect of attracting millions of women voters. Money came pouring into Republican coffers and McCain's standing in the ubiquitous polls rose dramatically. Even in the era of "American Idol," Palin's sudden vaulting to fame is astounding and to many bizarrely inexplicable.

How was this all possible? What was the game-changer?

What key McCain aides understood was that most of television and much of the national print media has become an entertainment medium. Yes, they flouted the conventions of the past -- a thorough vetting, relevant experience, name recognition, et. al. -- but they were able to create a dramatic narrative, which in the critical initial days they could build on.

Thus, the legend was born of a feisty mother, a crusading Alaskan governor, a protector of family values, a maverick defender of constitutional rights. And, as the McCain campaign is well aware, the legend only has to be sustained for another six weeks.

McCain advisers understand the eagerness of television and the online media for new story lines based on good visuals and sound bites. Schmidt and his ad guru Fred Davis also recognize that today's media market must be fed daily. It is a market where investigative reporting plays a diminished role.

Visuals, sound bites, and "gotcha" moments trump complexity and nuance. With drastically reduced news-gathering budgets, most in the print media struggle to keep up with campaign charges and countercharges.

Pailn's Republican minders will manage her exposure at every turn. They will put her in friendly, unthreatening venues. They will add to, or subtract from, her evolving story as necessary. They will ration her face time -- a little Charlie Gibson here, a lot of Fox News there. Her exposure will almost solely be on their terms. Her chances of sitting down with a major newspaper editorial board for a one-hour grilling -- not going to happen.

Republicans are betting that America will be so entertained and distracted from substantive issues that Palin stories and personal attacks on Obama will carry them to victory.

They are gambling that Americans will not notice, or care.

Robert H. Moore is a graduate of Davidson College and UNC. He has served on the West Point faculty as an Army Captain, worked in Congress, and been a university professor and corporate executive.