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The media are between a rock and a hard place when it comes to Bernie.
On one hand, it would be great for the "horse race" meme if they covered his candidacy, because otherwise the Dem primary process looks like a snoozefest right now. On the other hand, it's kind of hard to cover Bernie without talking about what he's talking about... and his "government isn't working for ordinary people" message isn't something most media owners want to cover.