An exploration of generic aspects of contemporary American campaign orations

Abstract

This study addresses the question: To what extent and in what ways is the composition of contemporary American political campaign orations generically distinctive. Fifteen campaign orations were compared to two sets of control speeches on numerous measures concerning the methods of presentation of the speeches. The results indicate that to meet the dual responsibilities of appearing to speak out decisively and intelligently on issues, while also focusing their speeches around images to which voters will respond favorably, campaigners write speeches ambiguous in content, yet containing rhetorical correlates of specificity and decisiveness. In addition, to gain consubstantiality with their auditors, campaigners employ rhetorical techniques which project images of activity, competence, friendliness, and independence.