Charismatic and Affective Rhetoric in a Presidential Campaign

Although prior research demonstrates that charisma and rhetoric are two determinants of voting behavior, few studies have examined the effects of charismatic rhetoric and affect as they pertain to the outcomes of presidential elections. Using DICTION software for content analysis, 432 pre-convention speeches from the 2008 presidential election were analyzed to explore the effects that charismatic rhetoric and affect have on presidential candidates’ success. Results indicate that there were more similarities than differences in the charismatic and affect-laden rhetoric of successful and unsuccessful presidential candidates in both the Republican and Democratic parties. Overall, the results demonstrate that both successful and unsuccessful presidential candidates used charismatic rhetoric and emotional language to motivate their followers in the 2008 presidential election