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While there may be racial issues that concern small town Democrats, I think the reality is that they don't like the content of his character rather than the color of his skin. Obama has talked alot about change and running a different style of campaign, but I think most voters see him as being all talk and no action. His campaign is no different than that of any of his predecessors.
As for change, I think voters believe him and are uncomfortable about the type of change he wants to make. This is for two reasons; He has been very coy about his agenda. He is indirect and non-specific. Additionally voters are able to read between the lines of what he has said, and they don't like what they believe they are hearing.
Most Americans like America they way it is. They don't believe that the radical changes Obama has indirectly promised are neccessary. They believe we need some reforms, but not revolutionary changes.