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CIAO DATE: 10/04

Report on First 2004 Presidential Debate

Media Tenor International

Abstract

And the winner is . . .

Kerry needed a clear victory in the first TV debate to gain momentum. This was not apparent.
The burden on proof was clearly on Kerry to attack Bush's reputation and turn the line of argument to his favor. But the incumbent was equally vigorous in pointing out his achievements – in Iraq, in his support for the troops and in the fight against terrorism.

Bush successfully cornered Kerry on flip–flopping issue. Kerry’s explanations of his policy standpoints and voting records ultimately proved ineffective in countering Bush’s charges of inconsistency. It was Kerry’s goal to present himself as a viable alternative – this could not be seen.

Therefore: a draw. Which in the end helps Bush, not Kerry.

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