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Winning Words: Individual Differences in Linguistic Style among U.S. Presidential and Vice Presidential Candidates

Richard B. Slatcher,, Cindy K. Chung, James W. Pennebaker, Lori D. Stone

Abstract

The present study examines the personalities and psychological states of the 2004 candidates for U.S. president and vice president through their use of words. The transcripts of 271 televised interviews, press conferences, and campaign debates of John Kerry, John Edwards, George W. Bush, and Dick Cheney between January 4 and November 3, 2004 were analyzed using a computerized text analysis program. Distinct linguistic styles were found among these four political candidates, as well as differences between political parties and candidate types. Drawing on previous research linking word use and personality characteristics, the results suggest that the candidates had unique linguistic styles variously associated with cognitive complexity, femininity, depression, aging, presidentiality, and honesty.

Keywords: Personality; Language use; Presidential election; Political psychology

Please read the entire text at http://homepage.psy.utexas.edu/homepage/Students/Slatcher/cv/winningwords_jrp.pdf