Abstract

http://ssrn.com/abstract=2234225
 
 

References (66)



 


 



Is Candidate Rhetorical Tone Associated with Vote Choice?


Christian R. Grose


University of Southern California

Jason A. Husser


Elon University

March 15, 2013

'Is Candidate Rhetorical Tone Associated with Vote Choice in Presidential Elections?' In Roderick Hart, ed., The Handbook of Research on Institutional Language. Hershey, PA: IGI-Globabl Publishers, Forthcoming

Abstract:     
Can voters be persuaded to support a candidate based on a candidate’s rhetoric instead of a candidate’s issue positions? Combining theoretical insights on voter decision-making drawn from valence theories of candidate-position taking with insights from theories of rhetoric and persuasion, the authors argue that candidate rhetorical tone can sway voters to a candidate’s side. Using DICTION 5.0, the tone of candidate speech in U.S. presidential elections is examined from 1976-2012. Candidates who present themselves using language that draws on themes of commonality, activity, and realism are more likely to win a citizen’s vote in elections. Rhetorical tone can sway voters, but only those moderate voters who are distant from both candidates. Rhetorical tone is unlikely to have an effect on voters who perceive high ideological agreement with the rhetorically-disadvantaged candidate.

Number of Pages in PDF File: 26

Keywords: Valence advantage, Rhetoric, Rhetorical tone, Diction, text analysis, Political communication, Presidential Debates, Elections, Voting Behavior, Heresthetic, Vote choice, Ideology

Accepted Paper Series


Download This Paper

Date posted: March 22, 2013 ; Last revised: August 7, 2013

Suggested Citation

Grose, Christian R. and Husser, Jason A., Is Candidate Rhetorical Tone Associated with Vote Choice? (March 15, 2013). 'Is Candidate Rhetorical Tone Associated with Vote Choice in Presidential Elections?' In Roderick Hart, ed., The Handbook of Research on Institutional Language. Hershey, PA: IGI-Globabl Publishers, Forthcoming. Available at SSRN: http://ssrn.com/abstract=2234225

Contact Information

Christian R. Grose (Contact Author)
University of Southern California ( email )
Von KleinSmid Center, 327
Los Angeles, CA 90089
United States
HOME PAGE: http://www.christiangrose.com
Jason A. Husser
Elon University ( email )
Elon, NC 27244
United States
Feedback to SSRN


Paper statistics
Abstract Views: 368
Downloads: 34
References:  66
Paper comments
No comments have been made on this paper

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo2 in 0.265 seconds