Twenty-two years later, the 2004 presidential election feels like a fever dream from a different era of American politics. It was the first "post-9/11" election. The country was vibrating with a mix of raw patriotism, deep-seated anxiety, and a growing, bitter divide over the Iraq War. If you’re asking who ran against Bush in 2004, you’re likely looking for more than just a name on a Wikipedia list. You’re looking for the story of how John Kerry, a decorated Vietnam veteran and Massachusetts Senator, tried—and narrowly failed—to unseat a wartime incumbent.
It wasn't just Kerry, though.
While the Bush-Kerry showdown took up 99% of the oxygen in the room, the 2004 cycle was messy. It featured a Howard Dean "scream" that effectively ended a campaign in a heartbeat, a third-party run by Ralph Nader that had Democrats sweating through their shirts, and a vice-presidential matchup that felt like a clash of two entirely different Americas.
The Man Who Challenged the President: John Kerry
John Forbes Kerry was the Democratic establishment's answer to George W. Bush. On paper, he was a consultant's dream. He had the "war hero" resume, having earned a Silver Star, a Bronze Star, and three Heart Purples in Vietnam. This was crucial because the 2004 election was fought almost entirely on the battlefield of national security.
The Democrats thought Kerry could neutralize Bush’s advantage as a "war president."
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But politics is never that simple. Kerry was often perceived as stiff. Or "patrician." He had a habit of speaking in long, winding sentences that sounded more like Senate floor speeches than stump rallies. The Bush campaign, led by the ruthless strategic mind of Karl Rove, pounced on this. They painted Kerry as a "flip-flopper."
Remember the line, "I actually did vote for the $87 billion before I voted against it"? That single sentence, uttered by Kerry regarding a supplemental funding bill for the wars in Iraq and Afghanistan, became the definitive soundbite of his campaign. It was used in millions of dollars worth of attack ads to portray him as a politician who blew whichever way the wind was heading.
The Primary Chaos: How Kerry Got the Nod
Before Kerry could even worry about Bush, he had to survive a brutal Democratic primary. In late 2003, nobody thought Kerry would win. The momentum was all behind Howard Dean, the Governor of Vermont.
Dean was the "Internet candidate" before that was even a thing. He mobilized young voters and raised massive amounts of money through small online donations, a tactic that would later be perfected by Barack Obama. Dean was loud. He was angry about the Iraq War. He was exactly what the grassroots wanted.
Then came the Iowa Caucuses.
Dean finished a disappointing third. Trying to fire up his supporters in a crowded, noisy room, he let out a guttural yell—the "Dean Scream." The media played it on a loop. It was one of the first true viral moments of the digital age, and it effectively coded Dean as "unpresidential." Kerry, the "safe" and "electable" choice, sailed through the remaining primaries.
Other names were in that mix too:
- John Edwards: The charismatic Senator from North Carolina who eventually became Kerry’s running mate.
- Dick Gephardt: The old-school labor ally from Missouri.
- Wesley Clark: A retired four-star general who entered late.
- Al Sharpton and Dennis Kucinich: Representing the further-left wing of the party.
The Swift Boat Veterans for Truth
You cannot talk about who ran against Bush in 2004 without mentioning "Swiftboating." It’s a term that entered our political lexicon because of this specific race.
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A group called the Swift Boat Veterans for Truth emerged, funded by high-level GOP donors like T. Boone Pickens and Bob Perry. They ran ads questioning Kerry’s war record and his later testimony against the Vietnam War. Even though most of their claims were eventually debunked or heavily contested by those who actually served with Kerry, the damage was done.
It was a masterclass in negative campaigning. By attacking Kerry’s greatest strength—his military service—the Bush campaign forced Kerry to spend weeks on the defensive, explaining things that happened thirty years prior instead of talking about the future.
The Third-Party Factor: Ralph Nader and the Ghost of 2000
Democrats were terrified of Ralph Nader in 2004. After the 2000 election, where Nader’s votes in Florida arguably cost Al Gore the presidency, the DNC went to war against him.
Nader ran as an independent, but he struggled to get on the ballot in many states. He ended up with only about 0.38% of the popular vote—a far cry from his 2.7% in 2000. People were too scared of another Bush term to "waste" their vote.
The Issues That Defined the Race
The 2004 election wasn't just about personalities; it was about a country at a crossroads.
- The Iraq War: By 2004, the "Mission Accomplished" moment had faded. The insurgency was growing. WMDs hadn't been found. Kerry tried to argue he would manage the war better, but Bush argued that "changing horses midstream" would be a disaster.
- Social Issues: This was the year of the "moral values" voter. Karl Rove famously encouraged several states to put constitutional bans on same-sex marriage on the ballot to drive conservative turnout. It worked brilliantly, especially in Ohio.
- The Economy: The country was still recovering from the early 2000s recession. Bush’s tax cuts were a major point of contention.
Election Night: It All Came Down to Ohio
On election night, it looked like Kerry might actually do it. Exit polls early in the evening showed him leading in several key states. But as the night wore on, the "Red Wall" held.
It eventually came down to Ohio.
If Kerry had won Ohio, he would have won the presidency. He didn't. Bush took the state by about 118,000 votes. By the next morning, Kerry called Bush to concede. Unlike 2000, there would be no weeks-long recount in the Supreme Court. Bush had secured a clear mandate, winning the popular vote by over 3 million—the only time a Republican has won the popular vote in the 21st century so far.
Why the 2004 Election Still Matters
We see the echoes of 2004 in every election today. The polarization, the use of "wedge issues" like marriage or identity to drive turnout, and the power of third-party "spoilers" all traces back to this era.
Kerry went on to become Secretary of State under Obama, finding a second act in diplomacy. Bush served his second term, which was eventually overshadowed by the 2008 financial crisis.
If you want to understand why American politics feels so broken today, look at 2004. It was the year we stopped disagreeing on policy and started questioning each other's basic character and patriotism.
Next Steps for Deepening Your Knowledge:
- Watch "The Fog of War": While about Vietnam, it provides essential context for the mindset of Errol Morris's era, who interviewed many 2004 figures.
- Research the Ohio 2004 Voting Controversy: While Kerry conceded, many activists still point to voting irregularities in Ohio as a precursor to modern debates about election integrity.
- Read "The Right Nation" by John Micklethwait: It offers a great look at how the conservative movement peaked during the 2004 cycle.
- Compare the 2004 and 2024 Maps: You'll see how "swing states" like Virginia and Colorado were once solidly red, showing how much the American electorate has shifted in two decades.