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Metaphor Density in President Obama’s and Governor Romney’s Presidential Acceptance Speeches: Implications for Leadership and Conveyance of Vision

Jeffery Scott Mio

Metaphors in political speeches may enhance perceived charisma. The present study examined the nomination acceptance speeches of President Barack Obama and Governor Mitt Romney at their respective party’s 2012 political conventions. In Study 1, metaphors in the acceptance speeches were identified and categorized. President Obama’s speech was more heavily populated with metaphors, and these metaphors tended to be thematic, which spawned repetitive or resonant language. Where Governor Romney used metaphors, there did not seem to be themes or central ideas. In Study 2, 41 participants’ underlined passages in both speeches that they felt were inspirational. More of President Obama’s passages were underlined than Governor Romney’s speech, and Obama’s metaphor density remained greater than Romney’s metaphor density. Moreover, the passages underlined in Obama’s speech were primarily his thematic metaphors. To the extent that President Obama was perceived to be a more charismatic figure than Governor Romney, results supported the notion that metaphors add to perceived charisma. This has implications for business leaders attempting to convey their visions to company workers.