The reasons for the mudslinging and telling of tall tales

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I was wondering about why they happen. This year seems to be full of it on both sides. I won't pick on one side over the other. I just want to ask if your candidate is so great and you truly feel they will be the right one to vote for, what is the need to search the internet,etc. to find any dirt (mainly lies) on the other candidate? Why is it so important that you would continually repeat a rumor that has been proven to be false? Are you trying to persuade others to your side? Are you afraid your candidate might not be all that great so you need to make him/her look better than the other? Another reason?