The Evocative Nature of Kin Terminology in Political Rhetoric

Abstract

Kin terms such as “brothers,” “sisters,” and “motherland” are frequently used in both political and patriotic speech. Johnson (1986, 1987) has argued that this use of kin terms in patriotic or rhetorical speech can be predicted on the basis of evolutionary psychology. He has suggested that the human inclination toward nepotistic behavior can be called forth by the successful manipulation of kin terminology. In this study, two hypotheses were examined concerning the evocativeness of kin terminology in political speech and the influence of birth order on the effectiveness of such terminology. The first hypothesis was that kin terms would be more effective than more distant relationship terms (like “friend”) in evoking a positive response. Kin terms elevated agreement with the views expressed in the speech that the subjects heard. The second hypothesis, that middleborns would be less likely to respond to such kin term usage than first or lastborns, was based on previous work on birth order and family relations (Salmon and Daly, in press). And in fact, middleborns were less likely to be influenced by the use of kin terms than first or lastborns in this study.