Why is presidential election reporting so confusing?

The media's reporting of the presidential election process can be extremely confusing. But it doesn't have to be. Just tune out everything that's name-calling, as opposed to providing information. Name-calling, in my terms, means not only describing ideas and people by pejorative names, but also includes making statements that are pure assertion, without any trace of objective support. When you read or hear new information, make a quick judgment about whether it's name calling, and if it is, tune it out without spending another moment on it. It will simply things greatly, since 95% of what you read and hear from pundits and politicians is name-calling!