Primary presidential election campaign messages in 2004: A functional analysis of candidates' news releases

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.