Republicans attack more on character than Democrats
Attacks historically focus less often on policy
A new study by William Benoit, professor of Communication at the University of Missouri-Columbia and one of the nation's leading experts on presidential campaigns, found that in television spots, debates and direct mail brochures, Republicans historically make more character attacks and fewer policy attacks than Democrats.
 "No crystal ball effect is perfect," Benoit said, "but based on the past performance of presidential candidates—including President Bush's 2000 campaign messages—it seems likely that Republicans will attack more on character than Democrats. This is potentially important because as a group, presidential candidates who attack more on character than their opponents are significantly more likely to lose elections. Emphasizing character in one's attacks does not guarantee a loss, but it makes a loss more likely."
Benoit found that in television spots from 1952 to 2000, 44 percent of Republican attacks were focused on character while 56 percent addressed policy. On the Democratic side, however, only 33 percent of attacks were on character and 67 percent centered on policy.
In debates in 1960 and from 1976 to 2000, Republicans attacked character 23 percent of the time while 77 percent of their attacks were on policy. Democrats attacked even less on character, only 16 percent of the time, with 84 percent of attacks focusing on policy.
The same pattern held true in general direct mail advertising. Republicans discussed character in 29 percent of their attacks and policy in 71 percent. In contrast, Democrats addressed character only 16 percent of the time with policy at 84 percent. Only with nomination acceptance addresses did the pattern change, in which case there was no statistically significant difference in the topic of attack. Democrats attacked slightly more on character, 41 percent, compared to Republicans, 37 percent, and a little less on policy.
Benoit compared Republican George W. Bush's topics of attack in 2000 with Democrat Al Gore's messages. In acceptance speeches, television spots and debates combined, Bush directed 57 percent of his attacks to policy and 43 percent to character. In keeping with Democrats in general, Gore devoted 84 percent of his attacks to policy and only 16 percent to character.
 Other information about the 2004 presidential campaign, along with historic contextual information, can be found at Benoit’s Presidential Campaign 2004 Website: http://presidentialcampaign2004.coas.missouri.edu/.
Additional links:
Bill Benoit
Department of Communication
Presidential Campaign 2004
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