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If it was a college debate, I think Kerry probably would have been considered the "winner" in all three. Despite on who you agree with on the issues, I think it's pretty obvious that Kerry did a better job presenting his position.
But, Bush actually did win the second and third debate if you look at it from the perspective of expectations.
Going into the first debate, I think most people expected it to be pretty close. Kerry blew Bush away. Because of that, the expectations for Bush in the second and third debates were considerably lower. Kerry, being the hands down winner in the first, was then expected to do the same in the second and third. The general consensus is that they pretty much tied the last two debates, so because Bush beat his expected results, he sort of "won."
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