language in presidential debates

Language was a very important tool in the 2004 presidential campaign. The way that both John Kerry and President George W. Bush used language was extremely important in this election. The way a candidate uses language can make people feel connected if used effectively and aloof is used ineffectively. There are many components of language such as word choice, vocabulary, repetition of words, and dialect used in political discourse. Each candidate used several of these components in their campaigns. I will analyze a speech from each candidate and focus on how effectively or ineffectively each candidate used language in the 2004 presidential election.

In order to best analyze political discourse in the 2004 presidential campaign it is important to look at the different uses of language in each candidate’s campaign. John Kerry used several components of language throughout his campaign. In his speech given at the Democratic National Convention many of these components were displayed. Kerry delivered the speech in Boston on the 29th of July 2004. Kerry opened his speech by giving his audience a positive message about America and its future, saying, “We are here tonight because we love our country. We are proud of what America is and what it can become” (Command). This opening is very common in political discourse, it conveys a very positive message filled with hope and also unites his audience using the pronoun “we”. Kerry also uses other language components to connect with his audience and their ideologies. Speaking about his mother, Kerry says:

She was my den mother when I was a Cub Scout and she was so proud of her fifty year pin as a Girl Scout leader. She gave me her passion for the environment. She taught me to see trees as the cathedrals of nature. And by the power of her example, she showed me that we can and must finish the march towards full equality for women in this country. (Command)

Kerry uses a powerful simile when he refers to trees as cathedrals of nature. Kerry uses word choice and vocabulary to convey his passion for the environment but by using the word cathedral he also shows his connection with religion. Kerry’s word choice is very important because it helps present to his audience a candidate who is concerned with both religion and the environment. Religion and the environment were important issues in this year’s election.