And the selection of Sarah Palin as the Republican vice-presidential candidate clearly had nothing to do with what she knew or the positions she’d taken  it was about who she was, or seemed to be. Americans were supposed to identify with a hockey mom who was just like them.

In a way, you can’t blame Mr. McCain for campaigning on trivia  after all, it’s worked in the past. Most notably, President Bush got within hanging-chads-and-butterfly-ballot range of the White House only because much of the news media, rather than focusing on the candidates’ policy proposals, focused on their personas: Mr. Bush was an amiable guy you’d like to have a beer with, Al Gore was a stiff know-it-all, and never mind all that hard stuff about taxes and Social Security. And let’s face it: six weeks ago Mr. McCain’s focus on trivia seemed to be paying off handsomely.

But that was before the prospect of a second Great Depression concentrated the public’s mind.

The Obama campaign has hardly been fluff-free  in its early stages it was full of vague uplift. But the Barack Obama voters see now is cool, calm, intellectual and knowledgeable, able to talk coherently about the financial crisis in a way Mr. McCain can’t. And when the world seems to be falling apart, you don’t turn to a guy you’d like to have a beer with, you turn to someone who might actually know how to fix the situation.

The McCain campaign’s response to its falling chances of victory has been telling: rather than trying to make the case that Mr. McCain really is better qualified to deal with the economic crisis, the campaign has been doing all it can to trivialize things again. Mr. Obama consorts with ’60s radicals! He’s a socialist! He doesn’t love America! Judging from the polls, it doesn’t seem to be working.

Will the nation’s new demand for seriousness last? Maybe not  remember how 9/11 was supposed to end the focus on trivialities? For now, however, voters seem to be focused on real issues. And that’s bad for Mr. McCain and conservatives in general: right now, to paraphrase Rob Corddry, reality has a clear liberal bias.