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"Moral Values" and the 2004 Presidential Elections
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“Moral Values” and the 2004 Presidential Elections
Elvin T. Lim
Department of Political Science
University of Tulsa
## email not listed ##
Abstract: Using data from the National Election Pool Exit Poll and the Pew Research Center Post-election Survey, this paper examines the source and meaning of “moral values” in shaping voter decisions and campaign rhetoric in the 2004 presidential election by (i) examining the demographic profile of the values vote (ii) unpacking what these voters meant by “moral values,” (iii) and examining the two major presidential candidates’ values discourse and the extent to which they reflected voters’ understandings. Values voters were disproportionately conservative, married, female, white, religiously active, and geographic heartlanders. While a plurality of values voters understood “moral values” to be referring specifically to abortion, gay marriage, and stem-cell research, there were relatively more issue-specific Democratic values voters among their own ranks than there were issue-specific Republicans. Most Republican values voters, in contrast, understood “moral values” more generally, and as coextensive with religion, the presidential candidates’ qualities, and traditional values. The Bush team appeared to realize this, as indicated by the president’s pervasive values-talk during the campaign, in contrast to the values deficit of John Kerry’s campaign rhetoric.
Keywords: moral values, elections, culture war, presidency, abortion, gay marriage
Prepared for delivery at the 2005 Annual Meeting of the American Political Science Association, September 1 - September 4, 2005. Copyright by the American Political Science Association.
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“Moral Values” and the 2004 Presidential Elections
Elvin T. Lim
Department of Political Science
University of Tulsa
## email not listed ##
Abstract: Using data from the National Election Pool Exit Poll and the Pew Research
Center Post-election Survey, this paper examines the source and meaning of “moral
values” in shaping voter decisions and campaign rhetoric in the 2004 presidential
election by (i) examining the demographic profile of the values vote (ii) unpacking what
these voters meant by “moral values,” (iii) and examining the two major presidential
candidates’ values discourse and the extent to which they reflected voters’
understandings. Values voters were disproportionately conservative, married, female,
white, religiously active, and geographic heartlanders. While a plurality of values voters
understood “moral values” to be referring specifically to abortion, gay marriage, and
stem-cell research, there were relatively more issue-specific Democratic values voters
among their own ranks than there were issue-specific Republicans. Most Republican
values voters, in contrast, understood “moral values” more generally, and as coextensive
with religion, the presidential candidates’ qualities, and traditional values. The Bush team
appeared to realize this, as indicated by the president’s pervasive values-talk during the
campaign, in contrast to the values deficit of John Kerry’s campaign rhetoric.
Keywords: moral values, elections, culture war, presidency, abortion, gay marriage
Prepared for delivery at the 2005 Annual Meeting of the American Political Science
Association, September 1 - September 4, 2005. Copyright by the American Political
Science Association.
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