http://www.msnbc.msn.com/id/15188203/
The theory is that Democratic positions on such issues as the economy and education are well-suited to many tradition-minded Southern voters -- if these voters can be reassured on cultural values.
"It's time that we start reading the Bible instead of knocking people over the head with it," McCaskill told a Springfield crowd last month.
Missouri is an ideal laboratory to see if the experiment can work. For decades, the Democratic formula for winning the Show-Me State was simple: Win big in the urban hubs of St. Louis and Kansas City. But that approach only works by not losing big in the rest of the state.
McCaskill, the state auditor and a former prosecutor, learned that the hard way. In 2004, she lost the race for governor to Matt Blunt, the son of House Majority Whip Roy Blunt (R). She campaigned hard in the cities but was barely seen in Springfield, which repaid her in kind with 37 percent of the vote.
"If I want to represent all of the state, I darn better get to speak to everybody in the state," McCaskill, 53, told a crowd here last month.
The problem is on the social front. "In conservative to moderate districts, swing voters first want to know where you are on their values," Ross said. "Once they get past that, they will listen to you on everything else."
As a supporter of abortion rights, McCaskill fits into her party's mainstream on the biggest of all lightning rods for cultural conservatives. She responds by mostly not talking about it, and is attempting to define her values more broadly.
At Emily's List, an abortion-rights group that is supporting McCaskill, the candidate's silence is viewed not as a retreat but as shrewd politics. Chris Esposito, an Emily's List political operative who helped Rep. Dennis Moore get elected eight years ago in a GOP-leaning House district in Kansas, said McCaskill should talk about the issues that Missouri voters say they care about -- such as health coverage and national security.
The point, he said, is winning. "It's not exclusive to wedge issues," Esposito said. "It's fundamental to every campaign."
Another approach is the Heath Shuler model. The former Redskins quarterback and local real estate developer is challenging GOP Rep. Charles H. Taylor in Western North Carolina.
Shuler touts his antiabortion stand on the "faith and family values" page of his Web site, where he announces, "I am a pro-life Democrat." But he puts a Democratic spin on his stance: "I also believe that a commitment to life extends beyond the womb and means ensuring that all people have adequate health care, receive a strong education, and be given proper care in their later years."