Primary presidential election campaign messages in 2004: A functional analysis of candidates’ news releases |
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| Institution: | 1. School of Journalism, University of Missouri-Columbia, 2607 Eastwood Dr. #86, Columbia, MO 65202, USA;2. Department of Communication, University of Missouri-Columbia, 2607 Eastwood Dr. #86, Columbia, MO 65202, USA;1. Université Laval, Quebec, Canada;2. University of Toronto, Ontario, Canada;3. McMaster University, Canada;1. Dipartimento di Malattie Infettive, Parassitarie ed Immunomediate, Istituto Superiore di Sanità, Viale Regina Elena n.299, 00161 Rome, Italy;2. Department of Medical Microbiology, Radboud University Medical Center, Nijmegen, Nijmegen HB 6500, The Netherlands;3. Institut Cochin, INSERM U1016, CNRS UMR8104, Université Paris Descartes – Sorbonne Paris Cité, 75270 Paris, France;1. LEM – CNRS – Université de Lille, Faculté des Sciences Economiques et Sociales, Bâtiment SH2, 59655 Villeneuve d''Ascq Cedex, France;2. CIRANO, Québec, Canada;3. CEVIPOF & LIEPP, 98 rue de l’Université, 75007 Paris Cedex, France |
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| Abstract: | This study content analyzed news releases from six candidates in the 2004 Democratic presidential primary campaign. These news releases focused mainly on acclaims (70%) followed by attacks (29%). Defenses were rarely employed and used only by Kerry. Candidates focused most on policy (55%), followed by character (34%) and campaign-related topics (10%). When they attacked, these candidates aimed most of their criticism at President Bush (76%), with relatively few attacks targeted toward fellow Democrats (7%). The media, the status quo generally, and others were also attacked less frequently. When they addressed policy, the candidates discussed past deeds (38%), future plans (32%), and general goals (29%). When they talked about character, they focused on personal qualities (37%), ideals (32%), and leadership ability (31%). Results were compared with 2004 Democratic primary TV spots and debates. |
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