Storch: My Dad Always Stresses the Importance of Differentiating the Pepper from the Fly Doo-Doo
In the final stretch before the May 12, 2026, primary election, West Virginians are once again finding themselves buried under a familiar avalanche. These are from mailers stacked on kitchen counters, radio ads filling the drive to work, text messages buzzing at all hours, and television spots crowding out the evening news. It is not just a campaign season anymore. It is a full-scale saturation. With that saturation comes a responsibility that cannot be outsourced, ignored, or delayed. The voters must sort through the noise and determine fact from fiction (the pepper from the fly doo). That can be easier said than done. Today’s political messaging is more sophisticated, and it can definitely feel more relentless than ever before. Campaigns and outside groups have refined their ability to target voters with precision, tailoring messages designed not just to inform, but to persuade, provoke, and sometimes distort. A single candidate can be portrayed as a hometown champion in one ad and something entirely different in the next. The same vote can be framed as either courageous or catastrophic, depending on who is controlling the message. For voters, it can feel like trying to assemble a puzzle where half the pieces don’t quite fit. But here’s the truth: The responsibility to make sense of it all still rests with each of us. No matter how many mailers arrive or how many ads play, the ballot remains a personal decision. That decision should always be grounded in more than a 30-second commercial or a glossy postcard. It requires effort. It needs research. It means taking the time to look beyond the headlines and the attack lines. If a mailer makes a bold claim, ask where it came from. Look to see who sent it, and more importantly, look to see who is paying for it. Wheeling residents should be familiar with Mailer-Gate of the 2024 municipal election. If an ad accuses a candidate of something, look for the full context. Was it a single vote? A pattern? Is there more to the story? Where did this information originate? What is the real story, behind the gloss. In many cases, there is a lot more to it than meets the eye. This is especially important in a primary election, where voters are choosing between candidates within the same party. The differences can be nuanced, and the messaging often becomes more aggressive as campaigns try to draw distinctions. That’s when half-truths and selective facts are most likely to surface. And let’s be totally candid, some, in some cases a lot, of what voters are seeing and hearing simply is not accurate. That’s not a partisan observation. It’s a reality of modern campaigning. Whether it’s a misleading statistic, a quote taken out of context, or a claim that doesn’t hold up under scrutiny, misinformation has a way of spreading quickly when it’s repeated often enough. That’s why skepticism is not cynicism is a necessary tool. Being an informed voter today means asking questions. Who paid for this message? What is their goal? Do they have a track record of credibility? Are multiple sources reporting the same information, or is it coming from a single campaign or group? And maybe the most important…..why? It also means going directly to the source whenever possible. Candidate websites, public records, voting histories, and local forums can provide a clearer, more complete picture than any single advertisement ever will. Yes, it takes more time, but I think it’s time well spent. Because the stakes in these races are real. The individuals elected on May 12 will help shape policy decisions that affect education, healthcare, infrastructure, economic development, and the overall direction of our state. These are not abstract issues. They impact daily life in communities across West Virginia. It is also worth remembering that more information doesn’t always mean better information. The sheer volume of communication can create a false sense of understanding. When voters are exposed to the same message repeatedly, it can start to feel like fact, even if it is incomplete, misleading, or doo-doo. That is human nature, and that is why it is done. But recognizing that tendency is the first step in guarding against it. Another challenge is the emotional tone of many of these messages. Campaign ads are designed to elicit reactions, be it anger, concern, or urgency. While those emotions are not inherently wrong, they can cloud judgment if they are not balanced with careful consideration. A good rule of thumb: If a message feels designed to make you react instantly, it’s worth pausing before accepting it at face value. Take a step further. Talk to people you trust. Engage in conversations with neighbors, coworkers, and friends who may see things differently. Engage in conversations with the candidates. West Virginia has always valued community, and that includes the exchange of ideas. You don’t have to agree on everything, but you might gain perspective that helps clarify your own thinking. At the end of the day, campaigns will do what campaigns do. They will promote, contrast, and compete. Outside groups will spend, and spend a lot as we have already seen. The ads will continue. None of that should change the fundamental role of the voter. Sorting fact from fiction is not always easy, especially in a crowded and noisy election cycle. It is, however, essential. Because when voters take the time to be informed, really and truly informed, they reclaim control from the noise. In a season filled with competing voices, that may be the most powerful voice of all. Leave the doo-doo; take the pepper. Read the full article