Published online by Cambridge University Press: 11 January 2008
“Which ONE issue mattered most in deciding how you voted forpresident?” This survey question, which appeared on the 2004National Election Pool (NEP) exit poll, attracted as muchcontroversy as any in recent years. More respondents chose “moralvalues” than any other issue. Among this 22% of respondents, 80%voted for President Bush. Initially, news reporters and punditsinterpreted this finding as indicating that moral values played adecisive role in Bush's victory. The morning after the election,Chris Matthews, host of the MSNBC program Hardball,suggested the election was “a referendum on values” (“Chris MatthewsGives his Assessment”). Tim Russert, host of NBC's Meet thePress, said that “People had an agenda. They put theirmoral values ahead of some of their economic interests”(“Analysis”). A reporter for the CBS Morning Newsconcluded that “in the end, the number-one voter motivator [was]morality” (“Morality Proves Number One”).