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Many scholars highlight the influence of public figures - such as celebrities, politicians, high-ranking or powerful government officials, and others with power in society - on public opinion. This influence is usually exercised via public speaking. The impact of political speech delivered by political leader is greater than other public figures due to position of official authority. One of defining characteristics of modern presidency is its pervasive public presence that provides broader possibilities for delivering their message (via mass and social media) to millions of people. Therefore, can they spread prejudice and bias against certain groups more successfully? Is it possible that single political leader has an impact on potential offenders who feel encouraged in their intolerance and bias, and decide to offend?
To answer these questions we conducted content analysis that drew on data derived from public speeches given by the 45th President Donald Trump starting from his candidacy announcement up to the most recent controversial speech on the immigration ban. With the use of nVivo software, patterns, words, and sentences that are perceived as offensive by selected vulnerable groups were targeted and then compared to hate crime rates in the days preceding and following event including controversial speech.
Sara Hayes, Alvernia University
Rosemary McFee, Alvernia University
Malgorzata Zuber, Alvernia University