I’ve posted several times about the differences between the two presidential campaigns of Kerry and Bush. The differences go beyond the issues and carry down to the tone of the campaigns and the emotions they try to tap in their campaign messages. It’s clear that Bush is trying to tap fear as the motivating emotion in their voters. The few Bush supporters I know personally and others I read online tend to confirm this conclusion. Then again, you can just compare the two campaign web sites. The Bush campaign message is essentially, “Here are a whole bunch of things to be afraid of, we’ll protect you, vote us.” The Kerry campaign has been better about this, generally saying here are our positions, vote us.

A recent study at the University of Arizona study indicated that voters may have already associated fear with the President (in a good way, for Bush, at least). Some of the terminology of the study, e.g. calling Bush charismatic, seemed awfully subjective (and it didn’t sound like they were letting respondents define how charismatic Bush is). I’m also not sure if they used his name but didn’t use Kerry’s (the article say, for example, “chose Bush rather than an anonymous, less charismatic candidate”). I’d say the two candidates are about even for charisma… I wonder how much is just taking the thing you know when you’re afraid? The study can be found here for purchase (someday). If someone has access to this journal, I’d appreciate some comments about your opinion of it.

The campaigns are defining the choice as one of a “Stronger America” vs. a “More Afraid America.” I’ll take the Stronger America any day of the week.