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The Historical Presidency: Fear and Loathing in Presidential Candidate Rhetoric, 1952–2016
Author(s) -
Rhodes Jesse H.,
Vayo Amber B.
Publication year - 2019
Publication title -
presidential studies quarterly
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.337
H-Index - 5
eISSN - 1741-5705
pISSN - 0360-4918
DOI - 10.1111/psq.12512
Subject(s) - presidency , presidential system , rhetoric , anger , content analysis , social psychology , political science , politics , psychology , polarization (electrochemistry) , negativity effect , sociology , law , social science , linguistics , philosophy , chemistry
In this article, we build on research on affective (emotion‐based) polarization in American politics by investigating whether and how it has manifested in campaigns for the presidency. Drawing on a new data set of more than 11,000 statements about opponents from presidential stump speeches over the 1952–2016 period, we use quantitative content analysis to examine trends in negativity, fearful content, and anger content in these statements. We also conduct case studies of the 1968, 1992, and 2016 elections to examine qualitative patterns in these statements. We find compelling evidence that negative, fearful, and angry content in candidate statements about their opponents has been increasing over time among presidential candidates. We also find indications that fearful and angry rhetoric toward opponents is becoming more directed toward opponents’ character flaws rather than their issue stances. Our research suggests that affective polarization in presidential campaigns is a long‐term, and likely durable, development.