July 12, 2004

Sources for Character Theme Statements

Journalist analysis/ opinion Campaign- related Expert statement (named) Author opinion Others
Bush is arrogant 35% 34% 11% 6% 14%
Bush lacks credibility 46% 22% 11% 6% 15%
Bush is a strong leader 27% 48% 9% 5% 11%
Kerry is very liberal 14% 73% 9% 2% 2%
Kerry is indecisive 28% 52% 9% 3% 8%
Kerry is a tough guy 24% 55% 5% 7% 10%

The dominant source for what the press was writing about the candidates in the spring of 2004 was the campaigns themselves, including the rival campaigns’ attack operations.