WBZ-UMass Poll: Words To Describe The Candidates
BOSTON (CBS) - As we head into a Super Tuesday primary with the WBZ-TV, WBZ NewsRadio, UMass Amherst Poll showing a virtual dead heat in the Democratic race and a Donald Trump blowout in the GOP contest, we wonder - how did this happen?
Let's start with the Republicans.
Yes, we have conservatives here in America's bluest state, but they usually don't go for the likes of Trump. Even Trump progenitor Pat Buchanan lost here on the heels of his big New Hampshire primary win, defeated by an almost two-to-one margin by Bob Dole.
Why do Massachusetts Republicans just love themselves some Trump?
The answer is in the clouds - the word clouds we built based on how voters answered the question: what one word would you use to describe the candidate?
Check out the one-word assessments of Trump from likely GOP primary voters. The bigger the word the more dominant the sentiment, and this year at least you can't do much better than "strong," "leader," "honest" and "winner."
The also-rans don't do so well.
Marco Rubio is seen as "young," "inexperienced" and "weak," too much for the occasional mention of "smart" to overcome.
And two words about Ted Cruz appear to have resonated with voters here - "conservative," that's ok, but "liar" doesn't help.
John Kasich draws some praise as "honest" and "nice," but being "unknown" at this late stage is a killer. Also note the word "RINO," Republican In Name Only, a deadly description in this climate.
Over on the Democratic side, what about the star of many a jam-packed New England rally, Bernie Sanders?
He wins the "honesty" contest, and the "passion" poll. But words like "old" and "socialist" complicate his image.
By contrast, Hillary Clinton seems to have secured her desired branding - "experienced" and "strong," an image enhanced by a string of strong performances in TV debates, not Sanders' preferred venue.
Campaigns matter. They test the stamina, will and leadership skills of would-be presidents. However imperfectly, they serve as a hint to how the candidates might govern.
Do they have their feet on the ground? Or is their head in the clouds?
