The Political is Personal: Analyzing the Presidential Primary Debate Performances of Hillary Clinton and Michele Bachmann

Abstract

This study draws attention to presidential primary debates, and particularly to those in which women candidates are beginning to play a more pivotal role. In this content analysis we compared debate performances of Hillary Clinton and Michele Bachmann. Gendered communication strategies were examined to determine if women and men candidates differed in their performances during primary presidential debates. The study found party superseded gender in determining references to war, and Representative Bachmann employed personal experience more than Clinton, Democratic men, and Republican men. The lack of uniform influence on rhetorical choices suggests confounding factors that dictate candidate message construction, such as battles over political party identity. The potential implications for rhetorical strategies and gender within United States presidentiality are discussed.