An Exploratory Qualitative Analysis of the 2008 Presidential Campaign

Abstract

Computerized content analysis has been used in previous studies to assess leadership capabilities (Bligh, 2004). The researchers in the present study conducted a computerized content analysis using Hart’s DICTION program. The analysis was performed on the speeches of the 2008 presidential campaigns of Barack Obama and John McCain. It was found that the content of the speeches varied over time on the DICTION dimensions of certainty, activity, optimism, realism, and commonality. Obama consistently demonstrated higher levels of commonality throughout the campaign. Implications for dynamic, time series content analyses are discussed.