Political party affiliation and presidential campaign discourse

This study investigates the question of whether the political party affiliation of presidential candidates influences the nature of the discourse they produce in political campaigns. Analysis of primary and general debates, primary and general television spots, and acceptance addresses from 1948 to 2000 demonstrates systematic differences between the messages invented by Republican and Democratic presidential candidates. Democrats discuss policy more, and character less, than Republicans. Democrats attack on policy more, and character less, than Republicans. Democrats emphasize Democratic issues (e.g., education) more than Republicans, whereas Republicans stress Republican issues (e.g., defense), more than Democrats. Finally, Republicans emphasize the character traits of sincerity and morality more, and empathy and drive less, than Democrats.

Key concepts:

• political party
• TV spots
• debates
• acceptance addresses
• policy
• character
• issue ownership