Staying “On Message”: Consistency in Content of Presidential Primary Campaign Messages Across Media

This study investigates the extent to which candidates in the 2008 presidential primary campaign adhered to the convention wisdom that candidates should stay “on message.” Content analysis investigated multiple media (announcement speeches, TV spots, radio spots, debates, candidate webpages, and candidate MySpace/Facebook pages) from 9 Democratic and 12 Republican candidates. Four variables were investigated: functions, topics, party issue emphasis, and own party issue ownership. Although there was considerable consistency across message form, results revealed that 63 of 76 comparisons candidates were not consistent in tone, topic, party issue emphasis, or own party issue emphasis across messages. Post hoc analyses excluding debates (where the candidates have less control over the content of their messages, given the expectation that they will respond to the questions asked) revealed differences even among the message forms over which candidates have complete control over content.