Will the “Real” Candidates for President and Vice President Please Stand Up? 2008 Pre- and Post-Debate Viewer Perceptions of Candidate Image

Abstract

This study of the 2008 first presidential and vice presidential debate builds on past research on viewers’ perceptions of candidate images. Going back to the Kennedy-Nixon debates in 1960, image research has been conducted in most presidential election cycles. Findings consistently show that viewers enter the debates with perceptions of candidates’ character and leadership qualities and that the debates tend to reinforce rather than change images unless the viewers are undecided or not well informed about a candidate. The results of the 2008 study confirmed trends from past research but also provided some surprises in that most changes in image perception were for senator Joe Biden, the longest-serving public official in the race. The study concludes that media often assume knowledge about candidates that might not exist and that in the 2008 match-ups, the debates did not provide the “game changer” that the McCain-Palin ticket needed to overcome a growing movement toward the Obama-Biden ticket that began shortly before the first debate.