The wrong analysis

For those who think that the last American election was about "moral values", think again.

But [American voters who put “moral values” at the top of their list of concerns] hardly formed a moral majority. Look at the figures: the moralists' share of the electorate was only 22%, just two points more than the share of those who cited the economy, and three points more than those who nominated terrorism as the top priority. A few points difference (and the exit polls are, after all, not entirely reliable) and everyone would have been saying the election was about jobs or Iraq.

Moreover, that 22% share is much lower than it was in the two previous presidential elections, in 2000 and 1996. Then, 35% and 40%, respectively, put moral or ethical issues top, and a further 14% and 9% put abortion first, an option that was not given in 2004. Thus, in those two elections, about half the electorate said they voted on moral matters; this time, only a fifth did.

Source: The Economist, November 11, 2004