Bush, Kerry Partisans Battle in Mass Media

But excluding the success of Fahrenheit 9/11, do enough people care? Johnson of George Washington University, a former Democratic political consultant, says of the Kerry documentary, "I won't even go see it, and I'm a professor who writes about this stuff."

Some prefer to hope otherwise.

"I think the most important part of it is when you talk about the 50 percent of Americans who aren't planning on voting," says Pariser of MoveOn PAC. "That's a huge number of people who normally are ignored by political strategists. But if you can get their attention and get them to vote for Kerry, the political ramifications of that are quite large."

ABC News' Michel Martin and ABC News' Nightline contributed to this report.

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