DemDaily: It is all in the Language!

April 15, 2016
It is no secret that the way candidates speak influences voters' perceptions of them and their personal character, beliefs and capability for the office- and there are no shortage of wordwatchers out there.
Textio, a software linguistics analysis company, recently ranked the presidential candidates' language on gender associations and minority references, among other categories. Their conclusions were based on 126,362 words in publicly available speeches through March 3 and in four debates. The analysis included Marco Rubio (who dropped out of the race March 15th).
Top feminine and masculine
phrases used by the candidates

 CLINTON
balance work and family
open our hearts
families are supported
 
SANDERS
have what it takes
proven track record
we will not tolerate
 
TRUMP
driven to compete
like you've never seen
my beautiful family
 
CRUZ
relentless
defend at all costs
stand unapologetically
 
RUBIO
absolutely destroy
conscience
in the face of aggression
 Feminine v Masculine
*  Hillary Clinton's language is the most feminine speaker.  She speaks often of "coming together" and favors phrases like "incredibly grateful" and "open our hearts."  HRC mentions family five times as often as any other candidate.
*  Donald Trump is the second most feminine speaker but still uses overtly masculine and often insulting phrases like "absolutely destroy," "moron," "imbecile" and "loser."  While his language is the most polarized between masculine and feminine, it is becoming increasingly more feminine.
*  Bernie Sanders's language, by contrast, has grown increasingly masculine over time and rates higher than the Donald's, but not as masculine as Marco Rubio's.
*  Ted Cruz is the most masculine and aggressive speaker, favoring words like "relentless," "hunt down" and "totally destroy."
 On Minorities
*  The candidates who refer to minorities most are Mr. Sanders and Mrs. Clinton, and the references are always positive.
*  Mr. Trump is the only candidate who speaks about minorities more negatively than positively and over half the negative references are about people from Mexico.
Source:  New York Times
 
On Themselves
*  The candidates often talk about themselves or use the collective "we" - these first-person phrases come up an average of 125 times per 1,000 words.
*  Most also spend a lot of time talking to voters using the word "you" - they use second-person language an average of 55 times per 1,000 words.
*  Not surprisingly, Trump talks about himself more than any other candidate, using "I" or "we" 212 times per 1,000 words, and addresses voters directly less than anyone, 42 times per 1,000 words.
The last presidential candidate who spoke like the Donald?
Ross Perot.
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