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The Role of Significant Policy Issues in the 2000 Presidential Primaries

University of Missouri

WILLIAM L. BENOIT

University of Missouri

This study examines candidate discourse across four media types: television spots, radio spots, debates, and Web sites in the 2000 presidential primaries. The purpose of the analysis was to determine whether there is a relationship between candidate discourse on certain issues and the level of importance assigned to those issues by voters. The analysis indicates that some candidates are more effective than are others at addressing the issues most important to voters. The analysis also indicates that two message forms—debates and television spots—were modestly successful at adapting to audience preferences and two forms—radio spots and Web sites—were somewhat less successful at adapting to audience preferences.

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