Issue and Strategy Agenda Setting in the 2004 Presidential Election: exploring the candidate–journalist relationship

Agenda setting in the candidate–journalist relationship during the 2004 presidential election is explored by analysis of policy issues and campaign strategies contained both in candidate press releases and journalists’ coverage of the general election campaign. Candidate issue and strategy agendas were compiled from official George Bush (N=1280) and John Kerry (N=846) press releases throughout the general election campaign. The New York Times (N=1440), Los Angeles Times (N=853), and The Washington Post (N=1242) newspaper articles from the campaign's hot phase (Labor Day to Election Day) were used to construct the journalistic agenda. Significantly high cross-lag correlations for issue agendas throughout the campaign reveal convincing evidence of mutual influence on campaign agendas between Bush and Kerry. However, cross-lag comparisons of issue agendas during June reveal evidence of a one-time inter-candidate agenda-setting effect in Kerry's advantage over Bush. Attempts to influence journalists’ interpretation of political advertising and debate strategies dominate press releases from Labor Day to Election Day.