Much has been made of the fact that "moral values" topped the list of voters' concerns, mentioned by more than a fifth (22 percent) of all exit-poll respondents as the "most important issue" of the election. It's true that by four percentage points, people in states where gay marriage was on the ballot were more likely than people elsewhere to mention moral issues as a top priority (25.0 vs. 20.9 percent). But again, the causality is unclear. Did people in these states mention moral issues because gay marriage was on the ballot? Or was it on the ballot in places where people were already more likely to be concerned about morality?

More to the point, the morality gap didn't decide the election. Voters who cited moral issues as most important did give their votes overwhelmingly to Bush (80 percent to 18 percent), and states where voters saw moral issues as important were more likely to be red ones. But these differences were no greater in 2004 than in 2000. If you're trying to explain why the president's vote share in 2004 is bigger than his vote share in 2000, values don't help.

If the morality gap doesn't explain Bush's re-election, what does? A good part of the answer lies in the terrorism gap. Nationally, 49 percent of voters said they trusted Bush but not Kerry to handle terrorism; only 31 percent trusted Kerry but not Bush. This 18-point gap is particularly significant in that terrorism is strongly tied to vote choice: 99 percent of those who trusted only Kerry on the issue voted for him, and 97 percent of those who trusted only Bush voted for him. Terrorism was cited by 19 percent of voters as the most important issue, and these citizens gave their votes to the president by an even larger margin than morality voters: 86 percent for Bush, 14 percent for Kerry.

These differences hold up at the state level even when each state's past Bush vote is taken into account. When you control for that variable, a 10-point increase in the percentage of voters citing terrorism as the most important problem translates into a 3-point Bush gain. A 10-point increase in morality voters, on the other hand, has no effect. Nor does putting an anti-gay-marriage measure on the ballot. So, if you want to understand why Bush was re-elected, stop obsessing about the morality gap and start looking at the terrorism gap.

[Ralph]Reed, you see, wanted to not merely deliver the social conservatives' "values" votes this year, but to ensure that their pivotal role be made noted and respected -- broadcast and trumpeted, loudly and quite publicly. They didn't want to just win; they want credit and plaudits for scoring the decisive touchdown.

Awesome. The fact that this election - the first post-9/11 election, with a war in Iraq abroad and a changing economic situation at home - will be remembered by the we-need-it-simplified media as the "values" election, is Reed's great gift to us.

Why? Because I suspect that right now that the Wall Street wing, and the small business wing, and the defense industry wing, and the tax reform wings of the party are shuddering at the thought that Americans are being told that Bush got to 51 percent based on "values" voting. Would not the better "take-away" storyline from this election be that Bush won because the nation believes in Republicans' fiscal and defense policies, their steadfastness and leadership abilities? I'm meeting a lot Republicans (both conservatives and moderates) who do not want this election to be framed as the Ralph Reed Rout.

[...]

And thus, the biggest silver lining of this election is how the GOP's victory is thus far being claimed, framed and explained. To that I say, "Let us join that chorus." And we should do so now, because there is immediacy in the post-election window of opportunity.