TITLE PAGE Charlton Research Company Pulse of the Nation February 4, 2005 Western Association of Chamber Executives

® CHARLTON RESEARCH COMPANY Today’s Presentation ® CHARLTON RESEARCH COMPANY  National Mood & Issues  Approval & Favorability  The Critical Issues  Referendum on The President, 2004  Political Strategies  Future Challenges

® CHARLTON RESEARCH COMPANY NA Mood & Issues Charlton Research Company

® CHARLTON RESEARCH COMPANY Mood of Nation

® CHARLTON RESEARCH COMPANY Mood of the Nation (1990’s)

® CHARLTON RESEARCH COMPANY Single Most Important Issue Today

® CHARLTON RESEARCH COMPANY Single Most Important Issue Today (1990's-2000)

® CHARLTON RESEARCH COMPANY Approval and Favorability Charlton Research Company

® CHARLTON RESEARCH COMPANY Job Approval: George W. Bush

® CHARLTON RESEARCH COMPANY George W. Bush Job Approval

® CHARLTON RESEARCH COMPANY George Bush Favorability

® CHARLTON RESEARCH COMPANY Job Approval: Congress

® CHARLTON RESEARCH COMPANY The Critical Issues Moral Values Moral Values The Economy The Economy The War The War Charlton Research Company

® CHARLTON RESEARCH COMPANY Moral Values ® CHARLTON RESEARCH COMPANY  Political Terms  Abortion  Marriage between man and woman  Pledge of Allegiance  Gay marriage and civil unions  Nationalism – flag symbol  Cultural  Born Again – Evangelical  Church attendance  New Age  Non-Christian sects  Values War  Family  Truth, Honesty, Integrity  Political Terms  Abortion  Marriage between man and woman  Pledge of Allegiance  Gay marriage and civil unions  Nationalism – flag symbol  Cultural  Born Again – Evangelical  Church attendance  New Age  Non-Christian sects  Values War  Family  Truth, Honesty, Integrity

® CHARLTON RESEARCH COMPANY Meaning of “Moral Values” ® CHARLTON RESEARCH COMPANY

Morally Acceptable/Wrong

® CHARLTON RESEARCH COMPANY The ‘Values’ War By stating political communications in value terms, you create greater conflict between the partisans, less tolerance for someone else’s ideas, not looking for collaboration or consequences and a belief that the answers that are serving politics are the correct/right answers. The public interprets this as not seeing collaborative solutions or positive consequences, but that the policy maker has the only right, correct or acceptable answer. Anyone in disagreement is discounted. By stating political communications in value terms, you create greater conflict between the partisans, less tolerance for someone else’s ideas, not looking for collaboration or consequences and a belief that the answers that are serving politics are the correct/right answers. The public interprets this as not seeing collaborative solutions or positive consequences, but that the policy maker has the only right, correct or acceptable answer. Anyone in disagreement is discounted.

® CHARLTON RESEARCH COMPANY What Does The Economy Mean Going Into 2004?  The economy is a foreign policy issue––re-position the economy.  Globalization had happened  Change in rich versus poor paradigm.  In the Global village, America is the rich one.  Change in domestic politics.  Publics Perception.  Meaning of money.  Entrepreneurial generation.  The economy is a foreign policy issue––re-position the economy.  Globalization had happened  Change in rich versus poor paradigm.  In the Global village, America is the rich one.  Change in domestic politics.  Publics Perception.  Meaning of money.  Entrepreneurial generation.

® CHARLTON RESEARCH COMPANY “Globalization” Awareness

® CHARLTON RESEARCH COMPANY Globalization Meaning

® CHARLTON RESEARCH COMPANY Concern About Terrorist Attack on U.S. Soil ® CHARLTON RESEARCH COMPANY

Priority for U.S. Foreign and Military Policy ® CHARLTON RESEARCH COMPANY

Perception of Our Country ® CHARLTON RESEARCH COMPANY

America's Views and Values to the World

® CHARLTON RESEARCH COMPANY Referendum on the President Charlton Research Company

® CHARLTON RESEARCH COMPANY How Is It Possible That George Bush is President?  An economy that was sputtering with a job program that did not realize the kind of growth planned  A diversion from the War on Terror and Iraq which had become unpopular  A campaign strategy that in the final month of the campaign lost three straight debates  In the last week 380 tons of explosives, FBI investigates Halliburton, Osama bin Laden addresses the American public

® CHARLTON RESEARCH COMPANY Agree/Disagree: Makes No Difference Who is Elected President

® CHARLTON RESEARCH COMPANY Important Differences Between Democrats and Republicans

® CHARLTON RESEARCH COMPANY Bush Vs. Kerry Match

® CHARLTON RESEARCH COMPANY Bush vs. Kerry Election Months Ballots

® CHARLTON RESEARCH COMPANY Most Important Challenge Facing Mankind - Michael Crichton The greatest challenge facing mankind is the challenge of distinguishing ________ from _________. Reality Propaganda Fantasy Truth Perceiving the ‘Truth’ has always been a challenge to mankind. (from)

® CHARLTON RESEARCH COMPANY Political Strategies Charlton Research Company

® CHARLTON RESEARCH COMPANY The Administration Social Security Social Security Tax Reform Tax Reform Tort Reform Tort Reform The Opposition The Opposition Re-Construct The Party Re-Construct The Party Resist Bush Resist Bush Find Hope Find Hope

® CHARLTON RESEARCH COMPANY Social Security Program ® CHARLTON RESEARCH COMPANY

Favor/Oppose: Social Security Issues ® CHARLTON RESEARCH COMPANY

Ideas We Judge By, Ideas We Act On Justice Liberty Equality Truth Goodness Beauty Ideas We Judge ByIdeas We Act On

® CHARLTON RESEARCH COMPANY Future Challenges Charlton Research Company

® CHARLTON RESEARCH COMPANY Most Important Change: Next 5-10 Years Current Historical Content 28% Advances in Technology 26% Cultural Differences 18% Political Leadership 17% Changes in Global Populations 8% Major changes affecting the world in the next five to ten years.

® CHARLTON RESEARCH COMPANY Political/Media Institution Challenges

® CHARLTON RESEARCH COMPANY Reasons Institutions Can Meet Challenges

® CHARLTON RESEARCH COMPANY Reasons Institutions Can't Meet Challenges

® CHARLTON RESEARCH COMPANY What Does it Mean? AMERICA’S PLACE IN THE WORLD MEDIA POLITICS TECHNOLOGY GLOBAL DEMOGRAPHICS CURRENT HISTORICAL CYCLE CULTURE & BELIEF ROLE OF GOVERNMENT

® CHARLTON RESEARCH COMPANY

TITLE PAGE Charlton Research Company Pulse of the Nation February 4, 2005 Western Association of Chamber Executives