Abstract
Using interviews, field observation, and a content analysis of campaign speeches, this article investigates rhetoric in the 1980 presidential campaign. Contrary to the views of those who denigrate rhetoric as meaningless or manipulative, I found that campaign appeals played important roles in presidential races. Candidates used rhetoric to set policy agendas, communicate coalitional strategies, and establish public personas. Through their policy statements, campaigners brought issues to the political forefront (as Reagan did with supply-side economics). Presidential aspirants also used humor to attract support. The report concludes by discussing the implications of campaign rhetoric for presidential performance and party realignment.
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