Success discourse in incumbent presidential television spots, 1956–2004 |
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| Institution: | 1. College of Management and Economics, Tianjin University, Tianjin 300072, PR China;2. China Center for Social Computing and Analytics, Tianjin University, Tianjin 300072, PR China;3. Key Laboratory of Computation and Analytics of Complex Management Systems, Tianjin 300072, PR China |
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| Abstract: | This study content analyzed 477 incumbent presidential television spots from 1956 to 2004 in an effort to explain the strategies used by candidates to describe their past successes. The primary strategies for telling success stories in a manner that allows for the preservation of an appropriate image are entitlement (I am responsible for the achievement), enhancement (the achievement is qualitatively significant), dissociation (others are responsible as well), and detraction (the success is incomplete). The essay seeks to determine if there are differences between Democrats and Republicans as well as winners and losers in the strategies used by reporting the relative frequency of their use. |
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