Success Strategies by Candidates in Presidential Debates, 1960-2004

• In Event: Political Debates and the Voter

Abstract

This study content analyzed all of the presidential debates from 1960 to 2004 utilizing Pamela Benoit’s (1997) typology of success strategies. Her typology contains the following categories: Entitlement (I am responsible for the achievement), enhancement (the achievement is qualitatively significant), dissociation (others are responsible as well), and detraction (the success is incomplete). The essay examines the overall strategies used by candidates as well as the differences between winners and losers (of the election), parties, and incumbents and challengers. It also examines the general trends for all of the election years. The study establishes success discourse as an important component of image repair research by arguing that failure to appropriately account for past accomplishments poses a threat to candidates’ images.

Authors

• Kevin Stein, Southern Utah Univ

• Scott Church, Southern Utah University