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Although presidential debates have been studied extensively, few truly basic, generic questions have been raised. The following study does so by asking (a) What textual features distinguish debates from other types of campaign messages? (b) How have such factors as time, format, party, and incumbency affected political debates? and (c) How did the 1996 debates relate to such trends? In answering these questions the authors present findings from the Campaign Mapping Project, a research endeavor funded by the Ford and Carnegie Foundations and devoted to examining campaign behavior from 1948 to the present. The study suggests that debates add sobriety to campaigns, ground political discourse, make candidates introspective, and restrain political overstatements. Moreover, the generic regularities of presidential debates provide an equal footing to incumbents and challengers, Democrats and Republicans, as well as former and recent presidential campaigners. In essence, debate encourages all politicians to speak a common language.

Intro -- Table of Contents -- Acknowledgments -- Unit 1 -- Chapter 1 -- Unit 2 -- Chapter 2 -- Chapter 3 -- Chapter 4 -- Chapter 5 -- Chapter 6 -- Unit 3 -- Chapter 7 -- Chapter 8 -- Chapter 9 -- Chapter 10 -- Chapter 11 -- Chapter 12 -- Chapter 13 -- Chapter 14 -- Unit 4 -- Chapter 15 -- Notes -- References -- Index

"It's not what you say, but how you say it. Solving problems with words is the essence of politics, and finding the right words for the moment can make or break a politician's career. Yet very little has been said in political science about the elusive element of tone. In Political Tone, Roderick P. Hart, Jay P. Childers, and Colene J. Lind analyze a range of texts--from speeches and debates to advertising and print and broadcast campaign coverage-- using a sophisticated computer program, DICTION, that parses their content for semantic features like realism, commonality, and certainty, as well as references to religion, party, or patriotic terms. Beginning with a look at how societal forces like diversity and modernity manifest themselves as political tones in the contexts of particular leaders and events, the authors proceed to consider how individual leaders have used tone to convey their messages: How did Bill Clinton's clever dexterity help him recover from the Monica Lewinsky scandal? How did Barack Obama draw on his experience as a talented community activist to overcome his inexperience as a national leader? And how does Sarah Palin's wandering tone indicate that she trusts her listeners and is open to their ideas? By focusing not on the substance of political arguments but on how they were phrased, Political Tone provides powerful and unexpected insights into American politics."--Publisher's website

This study examines how images of the American electorate were deployed after the 11 September 2001 terrorism incident and during the Clinton impeachment. Transcripts of congressional proceedings, news coverage, and presidential campaign addresses were analyzed to determine how the phrase the American people was used during these two crises and in unrelated presidential campaign speeches. The analysis considered the roles, actions, qualities, and circumstances ascribed to the people, as well as the time orientation and the forces aligned against the people. The results show that (1) relative to presidential campaign rhetoric, both crises resulted in greater concentration on the electorate; (2) the crises differed from one another as well, with the impeachment texts featuring a contentious electorate and the 11 September texts identifying the people's psychological strengths and anxieties; and (3) both crises were also affected by exogenous factors—partisanship in the case of impeachment, and the passage of time for the terrorism incident.