“I’m in:” presidential campaign announcement speeches among well known and unknown candidates

Abstract

ABSTRACT The announcement of one’s candidacy for the presidency sets the stage for everything that will follow in the campaign. This study analyzes candidate announcements from the 2020 Democratic Party nomination for president and how each of the top six candidates branded themselves. The campaign announcement is the first opportunity to shape the brand of the candidate in a crowded field of candidates. Comparisons will be made between candidates with national name recognition and those who have yet to make a name for themselves on a national stage. For more well-known candidates, this address is meant to energize supporters and build momentum toward the nomination. Well-known candidates may be able to more clearly form a branding around policy positions. For the lesser-known candidates, it is a chance to introduce themselves to the nation and begin to build a following. These speakers may present a more personal narrative to brand themselves as an individual before presenting policy. A comparison will also be made between male and female candidates, including an analysis of gendered language in announcing their candidacy.