2004 Presidential campaign messages: A functional analysis of press releases from President Bush and Senator Kerry

This study content analyzed news releases from Bush and Kerry in the 2004 election. Challenger Kerry attacked more and acclaimed less than the incumbent, Bush. Defenses were relatively rare. Candidates focused most on policy than character or campaign-related topics. When addressing policy, they discussed past deeds (53.3%), future plans (16.9%), and general goals (29.8%). When discussing character, they addressed personal qualities (57%), ideals (27.1%), and leadership ability (15.9%). Results were compared with Bush's and Kerry's 2004 television spots, debates, and 2004 primary campaign news releases.