The election of 2004 was fought against the backdrop of the September 11 attacks, the wars in Afghanistan and Iraq, and a deeply divided American electorate. President George W. Bush sought re-election as a “war president,” while Democrats rallied behind Senator John Kerry, a decorated Vietnam veteran who promised competence abroad and fairness at home. What followed was one of the most intense and polarizing campaigns in modern history.
President Bush & 9/11
When George W. Bush entered office in 2001, he branded himself a “compassionate conservative.” His early months saw opposition to federal funding for stem cell research, rejection of the Kyoto Protocol on climate change, support for oil drilling in Alaska, and massive tax cuts through the 2001 and 2003 Tax Relief Acts — together the largest in U.S. history. He also signed the No Child Left Behind Act, which reshaped federal education policy.
But the defining moment of Bush’s presidency came on September 11, 2001. Terrorists hijacked four planes, crashing two into New York’s World Trade Center, one into the Pentagon, and one into a Pennsylvania field after passengers resisted. Nearly 3,000 people died, and the attacks left the nation shaken.
Bush’s approval ratings soared to 90% after visiting Ground Zero and declaring that America would answer. He created the Department of Homeland Security, signed the USA PATRIOT Act, and launched the global “War on Terror.”
The War on Terror & Iraq
On October 7, 2001, U.S. and U.K. forces began bombing Afghanistan, targeting the Taliban and Al-Qaeda. The Taliban was toppled, but Osama bin Laden escaped into Pakistan.
In 2002, Bush identified an “Axis of Evil” — Iraq, Iran, and North Korea — accusing them of pursuing weapons of mass destruction (WMDs). In March 2003, the U.S. invaded Iraq, citing Saddam Hussein’s alleged WMD program and ties to terrorism. Within weeks, Baghdad fell, and Bush declared “Mission Accomplished.” Saddam Hussein was captured in December 2003.
Yet no WMDs were found. As U.S. casualties mounted — crossing 1,000 by September 2004 — the Iraq War grew increasingly unpopular. The Abu Ghraib prison abuse scandal, revealed in spring 2004, further damaged U.S. credibility abroad and gave Democrats ammunition.
Still, Bush’s firm stance on national security and support from conservatives ensured his easy renomination, with Vice President Dick Cheney returning to the ticket.
Democratic Presidential Candidates
Initially, some thought former Vice President Al Gore might run again, but he declined, leaving a crowded Democratic field. The early favorite was Howard Dean, the former Governor of Vermont, who energized young voters through the internet and pioneered online fundraising. His fiery opposition to the Iraq War made him a grassroots darling.
But after a third-place finish in Iowa and his infamous “Dean Scream” speech, Dean’s campaign collapsed. Senator John Kerry of Massachusetts staged a comeback, winning Iowa and New Hampshire, a surge dubbed the “Kerry Surge.” Kerry, a Vietnam War hero with Bronze and Silver Stars and three Purple Hearts, contrasted himself with Bush as both experienced and electable.
North Carolina Senator John Edwards, known for his “Two Americas” message about inequality, became Kerry’s running mate. Together, the Kerry-Edwards ticket promised competence in foreign policy and fairness at home.
Campaign Attacks & Political Dirty Tricks
Foreign policy dominated the election of 2004, but healthcare, jobs, and taxes were also major issues. Kerry emphasized his war record and attacked Bush over Iraq, arguing the war was a distraction from the hunt for bin Laden.
Republicans painted Kerry as a “Massachusetts liberal” and flip-flopper, pointing to his shifting positions on taxes and Iraq. The most damaging attacks came from the group “Swift Boat Veterans for Truth,” who questioned Kerry’s Vietnam service. Though widely debunked, the ads stuck, and “swiftboating” entered the political lexicon as shorthand for smear campaigns.
Bush’s campaign, led by Karl Rove, focused heavily on “values voters.” Ballot measures banning same-sex marriage appeared in 11 states, driving conservative turnout. Bush also touted the Medicare Prescription Drug Act (2003), the largest expansion of Medicare since its creation.
Presidential Debates & October Surprise
The vice-presidential debate saw Cheney emphasize experience, famously quipping that meeting Edwards was “the first time” they had met, highlighting his rival’s inexperience.
The first presidential debate was a turning point: Kerry scored a clear win by criticizing Bush’s handling of Iraq, while Bush looked irritated and sighed repeatedly. Polls showed Kerry gaining momentum. The second debate, a town hall, was closer, with Bush appearing more engaged. The third debate focused on domestic policy, but Kerry stumbled by referencing Cheney’s lesbian daughter while discussing same-sex marriage, a move seen as exploiting a private family matter.
Then, just four days before the election, a videotape from Osama bin Laden aired, in which he claimed responsibility for 9/11 and mocked Bush. Instead of hurting Bush, the tape boosted his standing, reminding voters of the stakes in the War on Terror.
Election of 2004 Results
On November 2, 2004, George W. Bush narrowly won re-election. He carried 31 states and won 286 electoral votes, with 50.7% of the popular vote — the first Republican to win the popular vote since 1988. John Kerry carried 19 states plus D.C., winning 251 electoral votes and 48.3% of the popular vote.
The decisive state was Ohio. Had Kerry flipped its 20 electoral votes — decided by about 118,000 ballots — he would have won the presidency.
Bush’s 62 million votes were the most ever received by a candidate at the time, and turnout surged to nearly 60%, one of the highest in decades. One Minnesota elector cast a rogue vote for John Edwards.
Despite the close margin, Bush declared he had earned “political capital” and a mandate. Critics argued his slim victory was far from a sweeping endorsement.
Outro: A Narrow Mandate in a Divided Nation
The election of 2004 kept George W. Bush in the White House but revealed a nation deeply split over war, security, and values. Just four years earlier, the election of 2000 had ended in chaos and recounts. By 2004, America was polarized along red and blue lines, divisions that would define 21st-century politics.
Bush’s re-election marked the last time a Republican would win both the Electoral College and popular vote against a Democrat. His second term, however, would be consumed by Iraq, Hurricane Katrina, and collapsing approval ratings, setting the stage for a Democratic resurgence and the rise of Barack Obama in 2008.
