"The premise: most political reporting acted as if there were two groups – the Religious Right and Everyone Else." Their analysis divides the population into "twelve tribes":
- The "Religious Right"
- Heartland Culture Warriors
- Moderate Evangelicals
- White Bread Protestants
- Convertible Catholics
- The "Religious Left"
- Spiritual but Not Religious
- Seculars
- Latinos
- Jews
- Muslims and Other Faiths
- Black Protestants
- Percent of voting-age population
- Who are they
- Ideology
- Party
- Candidate Preference
- Political Trend
- What they care about
A friend points out that the candidate comparisons may be skewed because the comparison is from election 2004 and summer 2008. The latter category allows for undecideds which means you are really comparing apples and oranges. So keep that in mind as you look at the results.