When he has gone against the party line -- such as on campaign finance reform, global warming, or tobacco regulations -- McCain has taken a position that was overwhelmingly popular with the public, meaning that when he takes a "maverick" stance, he's gaining support with the public -- and hardly taking a political risk.
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Just as important, McCain's acts of independence aren't so much on high-profile issues as they are on issues that the press makes high-profile, precisely because of McCain's involvement. In all these cases, something important happens in the media when McCain opposes his party. When an ordinary senator crosses party lines, he or she will join members of the other party and perhaps have occasional opportunities to be quoted or interviewed on the issue in question. When McCain crosses party lines, on the other hand, the story the news media write undergoes a shift: It then becomes a story not about a conflict between Democrats and Republicans, but a story about John McCain and his rebellion. This is why McCain is perceived to be much more of a maverick than Republicans such as Olympia Snowe or Susan Collins, who actually break with the GOP far more often.
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