A Functional Analysis of 2008 U.S. Presidential Primary Debates

Abstract

This study reports a content analysis of 20 Democratic and 16 Republican primary debates from the 2008 U.S. presidential campaign. President George W. Bush was completing his second and final term in office and Vice President Dick Cheney decided not to run for president. Thus, the 2008 U.S. presidential primary is the first open campaign (with no sitting president or vice president competing) since 1952. This study uses content analysis to apply Functional Theory to these campaign messages. Acclaims were more common than attacks, which in turn occurred more frequently than defenses. Policy was discussed more often than character. Republicans were more likely to attack other Republicans than Democrats; Democrats criticized members of both parties at about the same rate. The candidates discussed more of the issues owned by their political party than issues owned by the other political party.

Key Words:

• 2008 presidential campaign
• primary debates
• Functional Theory
• functions
• topics
• issue ownership