Research

Political Campaign Communication Research

This research began as an offshoot of my image repair research (image repair is synonymous for persuasive defense) when Bill Wells and I published a book on persuasive attack and defense in the 1992 presidential debates: Candidates in conflict: Persuasive attack and defense in the 1992 presidential debates. Subsequently, we added a third function, acclaiming (see the book by Pamela Benoit on Telling the Success Story) or self-praise.

The Functional Theory of Political Campaign Discourse argues that campaign messages are functional, designed to persuade voters that one candidate is preferable to opponents. Only three utterances can show preferability: acclaims, attacks, and defenses. These three functions can occur on two topics: policy (issues) and character (image). Policy utterances can address past deeds, future plans, or general goals. Character comments can address personal qualities, leadership ability, or ideals.

We first used this theory to analyze Nomination Convention Acceptance Addresses from 1960-1996 (with Bill Wells) and Keynote Speeches from 1960-1996 (we presented this research at the national communication conference in 1996). Then we began an intensive analysis of the 1996 campaign. From the Republican primary campaign, we studied three debates, ninety-five television advertisements, and appearances on talk radio in Iowa. From the convention, we studied the Keynote Speeches, the Acceptance Addresses, and spousal speeches by Elizabeth Dole and Hillary Rodham Clinton. 

From the general campaign, we studied both debates, ninety-four television spots, free television time remarks, and a pair of radio addresses by Clinton and Dole from each month, June-October.  Campaign `96, by myself, Joe Blaney, and P.M. Pier, is a book reporting this research. We analyzed presidential campaign messages in the 2000 campaign and presidential primary debates from 1948-2000 in Campaign 2000.

We analyzed 25 presidential primary debates from 1948 (a radio debate between Dewey and Stassen) to 2000 in The primary decision: A functional analysis of debates in presidential primaries.

I conducted a functional study of presidential television spots from 1952-1996 (Seeing Spots), including general spots, primary spots, and spots from independent candidates which has just been published. With Allison Harthcock I've analyzed the 1960 Nixon-Kennedy debates, and with LeAnn Brazeal I've analyzed the 1988 Bush-Dukakis debates. LeAnn and I have also analyzed U.S. congressional TV spots from 1986-2000.

In 2007 I published a book designed to integrate this work: Communication in Political Campaigns(New York: Peter Lang).

Description of the Functional Theory
of Political Campaign Discourse >>

Image Repair Research

Our image, face, or reputation is very important to people, corporations, government agencies, and other groups or organizations. When we believe others suspect us of misconduct, we are motivated to develop messages to restore our good reputation: image repair. I have published research, much of it with current and former graduate students, on case studies of image repair discourse.

Some of this is political image repair (see Publications: Nixon and Watergate, Edward Kennedy and Chappaquiddick, Reagan and Iran-Contra, Nixon and Cambodia, Newt Gingrich and the book deal, Clinton and Whitewater, Clinton and Monica Lewinsky, Clarence Thomas, and Kenneth Starr). Other case studies concern corporate discourse (see Publications: Tylenol's poisoned capsules, Exxon's Valdez oil spill, Union Carbide's gas leak in Bhopal, advertisements by Coke and Pepsi, AT&T, Dow Corning's breast implants, Sears and charges of auto repair fraud, USAir and the crash near Pittsburgh, Texaco and racism, and the tobacco industry's response to charges nicotine is addictive).

Some of our research concerns the entertainment industry (see Publications: Tonya Harding and the attack on Nancy Kerrigan, Murphy Brown's defense against attacks by Dan Quayle, Hugh Grant's response to charges of solicitation, and Oliver Stone's defense of JFK). One study analyzed the persuasive defense of Jesus. Another study examined Queen Elizabeth's speech about Princess Diana. I am working on a study of Kenneth Starr's image repair on 20/20.

In 1995 I published a book, Accounts, excuses and apologies: A theory of image restoration strategies. In 2001 Joe Blaney and I published The Clinton Scandals and the Politics of Image Restoration. One of my co-authors Susan Brinson has a Web site you may wish to visit.

Typology of Image Repair Strategies >>