Bush never enjoyed broad support. Only half the country approved of the way he handled the job. But he so energized that half and cast enough doubts about Kerry it was enough to win in a nation that remained closely divided, culturally and politically.
Beyond his aura of strength, he appealed to the country as an anchor of traditional moral and family values. His deep religious faith appealed to churchgoers and his vow to defend the sanctity of heterosexual marriage was one of his biggest campaign applause lines.
Voters who called moral values their top concern went for Bush by 4-1. Those who called terrorism their top concern voted for him by nearly 5-1. Among Protestants who attend religious services at least once a week, Bush won by 3-2, and by 2-1 for those who attend more than once weekly.
He won among men, whites, married people, those who make more than $50,000 a year, military veterans, Protestants and Roman Catholics. He carried 84 percent of conservatives and 93 percent of Republicans. He split the independents evenly with Kerry.
He lost among women, blacks, Hispanics, singles, those who make less than $50,000 a year, Jews, union members and those who never attend religious services.
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