Disclosures of Character: Formal Aspects of Presidential Campaign Announcement Speeches. Issue 3 (19th August 2021)

• Record Type: Journal Article
• Authors: Cornfield, Michael
• Is Part Of: Journal of political marketing. Volume 20:Issue 3/4(2021)
• Page Start: 317
• Page End: 339
• Publication Date: 2021-08-19
• Subjects: Candidate declaration speeches -- presidential campaigns -- political character -- rhetoric; Campaign management -- Periodicals; Political campaigns -- Periodicals; Marketing -- Political aspects -- Periodicals; 324.7305
• DOI: 10.1080/15377857.2021.1939579
• Languages: English
• ISSNs: 1537-7857

Abstract

Abstract: The presidential candidacy announcement or declaration speech represents a major political marketing effort. Much goes into its staging, text, and performance. Campaigns rely on this debut to stake out a strategic position with respect to their declared and expected competitors, one that will yield a prevailing share of votes from a coalition of voters the campaigns will try to assemble out of the eligible population. In this study I examine the rhetorical composition of these heralding events based on a quasi-literary analysis of speeches and debut alternatives (such as a video) by 37 major candidates who announced their candidacies in 2015 (for the 2016 nominations and election) and 2019 (for 2020). I review the historical development of the declaration speech and set out ten of its formal elements. I show how a rich sense of a candidate's character –political orientation, style, and comparative strengths and weaknesses– can be discerned in these addresses. I contend that the choices behind and the qualities of the declaration speech reveal much about the aptness of a candidate for the office of president.