Voters weighing their options ahead of the 2024 election have a bleak view of their likely choice: a candidate seeking “revenge” or a candidate who has no real plans for his second term.
That's the stark finding of an exclusive poll for that asked 1,000 likely voters for one word to describe what Joe Biden and Donald Trump each want from a second term.
The results suggest why so many voters say they are unconvinced about the choice they face.
For Biden, they show that he is unable to convey a clear manifesto to voters.
“Nothing” was by far the most popular word to describe what he wanted to achieve, followed by “economics” and “peace.”
JL Partners asked 1,000 likely voters for the one word they associate with Joe Biden's plans for a second term. The results will be sobering for the president's campaign
The 2024 election is set to be a repeat of the 2020 duel between Joe Biden and Donald Trump. Voters don't seem excited about the prospect
The word cloud looks completely different with Trump, who has perhaps expressed his intentions too successfully.
The former president, who spends much of his time railing against opponents and critics, is associated with “revenge,” “power” and “dictatorship.”
“It pretty much sums up the essence of this campaign,” said author and conservative commentator Matt Lewis.
“In the case of Donald Trump, the brand he deliberately cultivated was created and he sought to become the candidate of revenge.”
“In Biden's case, I think that might not be good news.” But then again, it's not that bad: It could have been old, it could have been insane.
“Instead, it’s nothing.” It’s a blank slate. And they say vanilla is the most popular flavor of ice cream.”
Both candidates have struggled to get their message out in recent months.
Trump's campaign appearances took place between court dates and legal preparation. At times he had to use the courtroom steps to deliver his political tirades and rail against prosecutors and judges who he said wanted to keep him away from the White House.
Trump used rally speeches and other appearances to rail against his opponents. He even sometimes embraced the idea of being a dictator to get things done
Trump used his court appearances to rail against his opponents in front of the assembled press
He's expected to get back on the campaign trail in Iowa in the new year before the mid-January elections and his first big chance to record victories against his Republican opponents for the party's nomination.
Meanwhile, Biden is trying to manage a series of crises. From Ukraine to the Middle East to the Mexican border, he juggled the demands of international allies and friends and foes in Congress from the White House.
Poll after poll has shown that his positive message that he is the best person to lead the economic recovery from the pandemic is falling on deaf ears.
Aides say privately that he will step up his campaign events in the new year.
For his supporters, it can't come soon enough. He has seen his lead over Trump dwindle over the past six months.
In a head-to-head matchup, our poll in June had Biden ahead by one point; one point behind in September and October and now three points behind.
James Johnson, co-founder of polling firm JL Partners, said the word clouds were bleak.
“Biden may not have roiled the world three years ago, but he was the candidate for calm and recovery from the pandemic.” “Now he's the no-gooder,” he said.
“And when it comes to Trump, most people don’t think he has a plan to restore America, but rather that he’s just out for personal revenge.”
That alone may not be a compelling message, he added.
The word cloud for independents' thoughts on a second Biden term shows how much work he has to do to win over shifting voters. Some say he only cares about retaining power
While Biden offers independent voters something of a blank slate, they have a clear idea of who Trump is and what he might seek in a second term
“But without a viable alternative from Biden, they could still choose Trump; At least “revenge” means doing something.
“The Biden campaign hopes to lay out its vision for his second term in the coming months to change minds.” But the big question is: Is the American public listening?
Trump has made it clear what his plans are for a second term. He has spoken of trying to “weaponize” the Justice Department and of wanting “retribution” against enemies he has branded as “vermin.”
After the Jan. 6 violence, his core team is made up of loyalists who may be less prone to restraint than his first-term officials.
And when he was asked directly by Fox News host Sean Hannity to promise, “You would never abuse power in retaliation against anyone?” His answer was intended to spark outrage: “Except for the first day.”
In their word clouds, the Democrats show that they have been listening: power, dictatorship, corruption are all there, but also destruction, anarchy and corruption.
JL Partners surveyed 1,000 potential voters about their intentions for the 2024 election. They showed that Trump has increased his lead over Biden over the past six months
Republicans use terms that are more approving: America, success and peace, but also others who see a leader who will address pressing issues like the border and the economy.
Democrats have a clearer idea of what they believe Biden wants to accomplish in a second term. The main words they chose were: economy, democracy and peace.
Democratic strategist Hank Sheinkopf said the results showed people had strong feelings about Trump but were less confident about Biden.
That could be a weakness of the president, he said.
“Biden's current strategy is to make sure people know that Trump is not against our democratic system.” “That his rhetoric is dangerous, therefore he is dangerous,” he said.
“But this survey says that may not be the case because we really don't know whether people think he's dangerous or not.”