2008 Presidential Campaign Summary: Voter Engagement and Candidate Impressions
Core Content
The 2008 U.S. presidential campaign began earlier than usual with a larger number of candidates, yet public engagement and enthusiasm remained low. The Pew Research Center survey, conducted in February 2007, reveals that only a small minority of voters have given much thought to the campaign, and even fewer can name a candidate they might support. Democrats were more engaged than Republicans, with 31% of Democrats paying attention to the campaign compared to 20% of Republicans.
Key Findings
Voter Engagement
- Democrats are more engaged and enthusiastic about the campaign than Republicans.
- Liberal Democrats (38%) are more likely to give the campaign a lot of thought than conservative Republicans (24%).
- Only 29% of Republicans could name a candidate they might support, compared to 46% of Democrats.
Candidate Support Among Partisans
- Democrats show strong support for Hillary Clinton (52% good chance) and Barack Obama (41% good chance).
- Clinton leads among older Democrats (58% vs. 32% for Obama).
- Obama has strong support among liberals (54%) and young men.
- Republicans show stronger support for Rudy Giuliani (36% good chance) and John McCain (23% good chance).
- Giuliani is most popular among older Republican men (45%) and white mainline Protestants (45%).
- McCain is more popular among young Republicans (30% good chance).
Independent Voters
- Independents are more likely to support Obama than Clinton.
- Obama has greater appeal among independents who have heard of him (64%) compared to Clinton (54%).
- Romney attracts little support from independents (35% of those who have heard of him).
Candidate Impressions
Democratic Candidates
| Candidate |
Most Common Impressions |
| Hillary Clinton |
Bill Clinton, Monica Lewinsky scandal, "phony," "sneaky," "intelligent," "strong," "good" |
| Barack Obama |
Inexperienced, "new," "fresh," "charismatic," "smart," "honest" |
| John Edwards |
"Great," "good," "nice," "lawyer," "vice president," "honest" |
- Clinton is most frequently mentioned, with strong ties to her husband's presidency.
- Obama is often described as "inexperienced" but also as "charismatic" and "smart."
- Edwards is less well-known, with many respondents unable to think of anything specific about him.
Republican Candidates
| Candidate |
Most Common Impressions |
| Rudy Giuliani |
"New York," "9/11," "leader," "good," "strong" |
| John McCain |
"War," "veteran," "hero," "experienced," "old" |
| Mitt Romney |
"Conservative," "Massachusetts," "governor," "Mormon" |
- Giuliani is strongly associated with New York and 9/11.
- McCain is linked to military service and Vietnam POW status.
- Romney is described by his conservative views and governorship.
Demographic and Ideological Trends
- Gender plays a role in perceptions of Clinton. More women (61%) than men (51%) say they would consider voting for her.
- Obama's race is a positive for many, especially African Americans (63% good chance for Clinton vs. 50% for Obama).
- Mormon identity is a negative for Romney, but he has more appeal among those who prioritize Christianity.
- Military experience is a key trait for McCain, but age (over 70) is a concern for 48% of voters.
- Giuliani's support for gay rights may hurt him among conservative Republicans.
Summary of Support by Group
Democratic Candidates
| Group |
Hillary Clinton |
Barack Obama |
John Edwards |
| Total |
52% |
41% |
24% |
| Men |
46% |
43% |
26% |
| Women |
56% |
39% |
21% |
| Blacks |
63% |
50% |
24% |
| Liberals |
56% |
54% |
20% |
Republican Candidates
| Group |
Rudy Giuliani |
John McCain |
Mitt Romney |
| Total |
36% |
23% |
15% |
| Men |
39% |
27% |
15% |
| Women |
33% |
18% |
15% |
| Young Republicans |
24% |
30% |
20% |
Conclusion
The 2008 campaign is marked by low voter engagement and unclear candidate images. While Democrats are more engaged and show stronger support for Clinton and Obama, Republicans are more focused on Giuliani and McCain. The personal qualities and historical associations of the candidates shape public perception, but their policy stances and ideological positions are less prominent. As the campaign progresses, these impressions may shift, but for now, the field remains unexciting and under-considered by the general public.
