Abstract
This study examines the 2008 presidential party convention acceptance speeches from the perspective of George Lakoff's (1996, 2002) theory of moral politics, which argues that a metaphor of the nation as a family guides the adoption of a political ideology and facilitates persuasion. We coded speeches for instantiations of Strict Father and Nurturant Parent morality and for the social and political issues they contained. We found, as expected, that Democrats referenced more Nurturant Parent themes than Strict Father themes but that Republicans used instantiations from both moral worldviews at similar rates. Democrats, but not Republicans, framed party-owned issues in terms of their corresponding moral worldview. We discuss implications for Lakoff's theory and avenues for future research.
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