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It is a thin reed upon which to base a General Theory of the '04 Election. In fact, it is no reed at all. The way the question was set up, moral values was sure to be ranked disproportionately high. Why? Because it was a multiple-choice question and moral values cover a group of issues, while all the other choices were individual issues. Chop up the alternatives finely enough, and moral values is sure to get a bare plurality over the others.
Look at the choices: -- Education, 4 percent -- Taxes, 5 percent -- Health Care, 8 percent -- Iraq, 15 percent -- Terrorism, 19 percent -- Economy and Jobs, 20 percent -- Moral Values, 22 percent
``Moral values'' encompasses abortion, gay marriage, Hollywood's influence, the general coarsening of the culture, and, for some, the morality of pre-emptive war. The way to logically pit this class of issues against the others would be to pit it against other classes: ``war issues'' or ``foreign policy issues'' (Iraq plus terrorism) and ``economic issues'' (jobs, taxes, health care, etc).
If you pit group against group, moral values comes in dead last: war issues at 34 percent, economic issues variously described at 33 percent, and moral values at 22 percent -- i.e., they are at least a third less salient than the others.
And we know that this is the real ranking. After all, the exit poll is just a single poll. We had dozens of polls in the run-up to the election that showed that the chief concerns were the war on terror, the war in Iraq and the economy.
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