Examining verbal style in presidential campaign spots |
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| Authors: | John Ballotti Lynda Lee Kaid |
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| Institution: | 1. Assistant professor of communication , Quincy College , Quincy, Illinois;2. Professor of Communication and George Lynn Cross Research Professor , University of Oklahoma, Director of the Political Communication Center and supervises the Political Commercial Archive |
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| Abstract: | Presidential candidates rely on political television spots to communicate their messages to voters, and the language used in spots conveys the verbal style of the candidate. This analysis of 1267 presidential spot units from 1952 through 1996 uses computerized content analysis to identify the presence of verbal style previously identified by Roderick Hart: optimism, realism, activity, and certainty. Findings show different patterns for different presidential candidates, but overall trends suggest that optimism, realism, and certainty has been decreasing. Differences in verbal style for political parties, incumbents and challengers, and winners and losers are also explored. |
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| Keywords: | Genetic Differences Relational Maintenance Behaviors Sibling Relationships Social Differences |
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