The Blended Language of Partisanship in the 2012 Presidential Campaign

Abstract

Here, we track the language patterns of Mitt Romney and other Republican candidates during 2008 and 2012 and contrast them with their Democratic counterparts to better understand the language of partisanship in the U.S. We employ DICTION (www.dictionsoftware.com), an automated text-analysis tool, to process some 8,000 campaign documents. We find (a) that Mitt Romney was an unconventional Republican in 2012 (but not in 2008); (b) that Romney employed both “Republican” and “Democratic” language and did so to good effect (both in the primaries and in the general election); (c) that Barack Obama matched Romney in these ways, departing sharply from his own 2008 campaign style; and (d) that the candidates increasingly resembled one another as election day approached. We conclude that, no matter what their party of origin, all national politicians must be versed in the Democratic/Republican lexicon, a requirement that distinguishes the American political ethos.