Personal Characteristics of the Candidates
The personal qualities and character of Bush and Kerry were important elements in the campaign. Such aspects are subjective in nature; what matters is not the true nature of the character of each candidate, but how personal attributes are perceived by the voters. No doubt, these perceptions vary among voters. Some voters may have evaluated Bush's personal qualities one way, while other voters came to different conclusions. Nevertheless, political analysts believed that each candidate had some general strengths and weakness in this area.
When it came to personal characteristics, Bush's strengths were that many people viewed him as a strong and decisive leader (Pew Research Center 2004). Some of this was a result of his performance after the September 11 attacks. His quick and firm response reassured many voters that the president was capable of leading the country in difficult times. Moreover, Bush projected an image of a president who was honest and forthright, a person who meant what he said and did not shift and change his positions with prevailing political winds. Finally, Bush also cultivated an image of a common person, one who shared the values of ordinary Americans, even though his personal background was one of wealth and privilege.
Bush had some liabilities in his personal qualities. In the 2000 campaign, Bush was viewed by many voters as lacking somewhat in political experience and in knowledge of issues and world affairs. By 2004, he was an incumbent president who had guided the country is its response to the September 11 attacks, so criticisms of his experience and knowledge were less frequently advanced. However, the problems in Iraq following the U.S. initial military victory did result in some perceptions that Bush's judgment, understanding of complicated situations, and concern with administrative details was lacking. Also, the failure to find weapons of mass destruction in Iraq following repeated claims by the Bush administration that they were there may have partially undercut the president's image of someone who was truthful. Bush also was frequently criticized for his public speaking skills, as he sometimes seemed a bit inarticulate, including being prone to mispronouncing words or making grammatical errors. On the other hand, his speaking style probably enhanced his image as a plain spoken individual who had much in common with ordinary voters.
Kerry was generally given credit for being experienced and knowledgeable about public affairs. He also was adept at speaking in detail on public policy issues. His military record, which he emphasized during his campaign for the nomination and during the Democratic convention, also was considered a positive quality by most voters, although the attacks by the Swift Boat Veterans for Truth (discussed in the section on campaign events) tarnished the luster of this record somewhat.
Kerry's personal deficiencies, at least as seen by many analysts, included being too aloof, too somber, and lacking in a common touch, which was in direct contrast to Bush's image. He also was seen as a wooden, although articulate, speaker, someone who sounded too polished and rehearsed. His most significant personal liability was an image that he was not forthright, that he took different positions depending on what was politically desirable at the time. Indeed, the Bush campaign labeled him a "flip-flopper" (Pomper 2004).