Percent of Theme Statements | |
---|---|
Bush is arrogant | 32.4% |
Bush lacks credibility | 23.9% |
Bush is a strong and decisive leader | 16.0% |
Total Bush themes | 72.3% |
Kerry hems and haws/ is indecisive | 11.7% |
Kerry is very liberal | 10.6% |
Kerry is a tough guy | 4.4% |
Kerry is an elitist/ not like you and me | 1.0% |
Total Kerry themes | 27.7% |
The dominant candidate campaign themes for the 2004 election focused on President Bush and were negative in nature.