Real-time (Historical) Analysis

Obama “Yes, We Can” Speech Ranked With “I have a Dream,” “Tear Down this Wall,” and JFK Inaugural

AUSTIN, TX, November 7, 2008 – In an analysis completed earlier today, the Global Language Monitor has found that Barak Obama’s “Yes, We Can” speech delivered Tuesday night in Chicago’s Grant Park ranked favorably in tone, tenor and rhetorical flourishes with memorable political addresses of the recent past including Martin Luther King, Jr.’s “I have a Dream” speech, “Tear Down his Wall,” by Ronald Reagan and John F. Kennedy’s Inaugural Address. GLM has been tracking the language used in the debates and speeches of the Presidential and Vice Presidential candidates throughout the bruising 2008 campaign. In nearly every category, from grade level to the use of passive voice, even the average numbers of letters in the words he chose, Obama’s Victory Speech was very similar in construction to the speeches of King, Reagan, and Kennedy.

“As is appropriate for a forward-looking message of hope and reconciliation, words of change and hope, as well as future-related constructions dominated the address,” said Paul JJ Payack President and Chief Word Analyst of the Global Language Monitor. “Evidently, Obama is at his best at connecting with people at the 7th to 8th grade range, communicating directly to his audience using simple yet powerful rhetorical devices, such as the repetition of the cadenced phrase ‘Yes, we can’, which built to a powerful conclusion.”

Obama’s Victory Speech also was similar in construction to his 2004 Democratic Convention address, which first brought him to widespread national attention.

The statistical breakdown follows.

Obama Victory Speech Obama 2004 Convention Words 2049 2238 Sentences/Paragraph 1.8 2 Words/Sentence 18.9 20.0 Characters/Word 4.2 4.3 Reading Ease 72.4 67.5 Passive 11% 8% Grade Level 7.4 8.3

For a future-oriented message of hope and vision, the passive voice was used frequently but effectively. Examples include: “There will be setbacks and false starts. It was also noted that Obama spoke in the authoritative voice of the future Commander-in-Chief with such phrasings as “To those who would tear the world down – We will defeat you. Some commentators noticed the absence of the collapse of the World Trade Center’s Twin Towers in the 2001 terrorist attacks from Obama’s catalog of significant events of last 106 years. Historical comparisons follow.

Kennedy Inaugural Address 10.8 Reagan ‘Tear Down This Wall” 9.8 Lincoln “Gettysburg Address” 9.1 Martin Luther King: ”I have a dream” 8.8 Obama 2004 Democrat Convention 8.3 Obama Victory Speech “Yes, we can” 7.4

‘Change’, ‘Cataclysmic Events,’ and ‘Global Financial Tsunami’ Dominate Concerns of the American Electorate on Nov. 4

AUSTIN, TX, November 4, 2008 – In an analysis completed just hours before voting began for the 2008 the USPresidential Elections, Austin, Texas-based Global Language Monitor has found that ‘Change’, ‘‘Cataclysmic Events,’ and ‘Global Financial Tsunami’ related words and phrases dominate the Top Ten Concerns of the American Electorate on Nov. 4, 2008.

The results are based on an on-going 18-month analysis of the political language and buzzwords used throughout the presidential since before the primaries began. GLM’s uses its PQI Index, a proprietary algorithm that scours the global print and electronic media, the Internet, and blogosphere for ‘hot’ political buzzwords and then ranks them according to year-over-year change, acceleration, and directional momentum. Political buzzwords are terms or phrases that become loaded with emotional freight beyond the normal meaning of the word.

Top Ten Concerns of the American Electorate on November 4, 2008.

Change is key. Change favors Obama over McCain 3:2. Cataclysmic events, global warming and climate change rank higher than all other issues except change. The Global Financial Tsunami and related terms permeate the Election and are that persistent low-humming heard in the background. Experience counts. Experience favors McCain over Obama 4:3. Concerns persist about Obama’s experience, background, and the past and current associations. Gender is an ongoing issue: it began with Hillary and continues with Palin though it is disguised in all sorts of well-meaning platitudes. For many in this campaign, gender actually trumps race. For all the concern about race, it actually seems to be having a positive effect on the Obama campaign, in its an ongoing, just beneath the surface dialogue, with millions (both black and white) voting for Obama precisely BECAUSE he is a black man. This is viewed as separating us (and in some sense liberating us) from a long, painful history. Working Class Whites are used as a code word for whites who are working class. No other moniker, such as Reagan Democrats or Soccer Moms has caught on in this election cycle. Obama, to his great credit, is no longer perceived as ‘aloof’.

What’s the advantage of the PQI over the Polls?

According to Paul JJ Payack, president and chief Word Analyst of the Global Language Monitor:

The PQI is, perhaps, the ultimate ‘It is what it is’ measurement of consumer (and in this case Political) sentiment. The PQI simply measures the occurrence of certain words or phrases in the print and electronic media (traditional or otherwise), on the Internet, and across the Blogosphere. It is by its very nature non-biased. When we take a statistical snapshot for the PQI there is no adjustment for ‘underrepresented’ groups, there are no assumptions about probability of turnout, the proportions of newly registered voters, traditional models, or expanded modularities. Rather we take our measurements, check for the rate of positive or negative change in the appearance of a searched word or phrase (what we call velocity and) and publish our results. In other words, it is what it is. Using this methodology, GLM was the only media analytics organization that foresaw the ’04 electorate voting with their moral compasses rather than their pocketbooks.”

The Top Political Buzzwords for the 2006 Midterm Elections included: Throes, Quagmire, Credibility, Global Warming, and Insurgency; the Top Political Buzzwords from the 2004 Campaign included: Swift Boats, Flip Flop, Quagmire, Fahrenheit 911, Misleader, and Liar!

Top 10 Things Political Buzzwords Tell Us About the Vote

AUSTIN, TX, November 3, 2008 – In an analysis completed just 48 hours before the US Presidential Elections theGlobal Language Monitor has announced the final installment of the Top Political Buzzwords of the 2008 Presidential Campaign. GLM, has been tracking the buzzwords in this election cycle for some eighteen months. Political buzzwords are terms or phrases that become loaded with emotional freight beyond the normal meaning of the word. For example, the word surge has been in the English-language vocabulary since time immemorial. However, in its new context as an Iraq War strategy, it inspires a set of emotions in many people far beyond the norm.

According to Paul JJ Payack, president and chief word analyst of Global Language Monitor:

The electorate appears to be more advanced in its thinking than either party (or platform). Taken as a whole their concerns center upon uncontrollable, cataclysmic events such as the global financial meltdown and climate change (Nos. 1 and 2), while raising taxes (No. 22) or cutting taxes (No. 27) are lesser (though still important) concerns. The phrase ‘Financial Meltdown’ has broken into the Top 20, jumping some 2600% in usage over the last month. Change is the topmost concern. Though change from what to what remains a good question. ‘Change’ is,without question the top word of this campaign. Both candidates are benefitting from the mantra; however Obama holds a 3:2 edge over McCain in this regard. The second-most discussed term of the campaign barely surfaces in most media reports, and this is the combination of ‘Climate Change’ and/or ‘Global Warming’. Experience (No. 5) counts. A lot. Especially, if that experience can serve as a guide through the current series of cataclysmic events. McCain edges Obama 4:3 in the experience category. But Obama is given significant credit as a quick (and judicious) study. Everyone is talking about race (No. 16) except, apparently, the electorate. It is a Top Twenty issue, but it’s nestled between Joe the Plumber and Obama’s smoking. Iraq is now a non-issue. No. 8, Surge,and its apparent success has settled the argument, so it is no longer a question of victory or defeat. Even Al Qaeda has lost its grip on the electorate, falling some 11 spots in two weeks. Palin (Nos 14 and 21) is a ‘go-to’ subject for the media and campaigns alike, with both sides thinking they gain tremendous leverage in her disparagement or apotheosis. Tony Rezko (No. 23), Acorn (No. 24) and Jeremiah Wright (No. 26) are indeed issues, but are viewed as minor, settled or both for the Obama campaign. The word, aloof, as related to Obama is no longer on the list. At the end of the Primary season in June, it was No 14 and a major concern of the Obama campaign. Obama has apparently overcome this sense of aloofness.

The ranking of Top Election Buzzwords of the 2008 Presidential Campaign and commentary follow.

Presidential Campaign PQI 11.2.08 Comment Rank 1 Change Obama has a 3:2 Edge over McCain with Change 2 Climate Change Global warming within 1/2 of 1% for the overall lead 3 Gasoline Up 2 this week as prices fall 4 Recession Does a global financial meltdown count as a recession? 5 Experience Down 2; McCain has 4:3 Edge Here 6 Obama Muslim A continued presence in Cyberspace 7 Subprime How we got into this mess in the first place 8 Surge One of the Top Words from ’07 now taking a victory lap 9 “That one” Has spurred the Obama base with ‘I’m for That One’ slogans 10 “Just Words” Oh Hillary, what hath thou wrought? 11 Gender Up dramatically since fall campaign though down for week 12 Working Class Whites Still the object of much affection AND derision 13 Price of oil More discussion as price declines; up 5 14 Palin Swimsuit On SNL Alec Baldwin claimed Balin’s ‘way hotter in person’ 15 Joe the Plumber Now making appearances with McCain; up 5 16 Racism (election) Belies all the media buzz; now in top 20 17 Obama smoking Down 5 but still in Top Twenty 18 Financial meltdown Now buzzworthy, indeed. 19 Wall Street Bailout As reality of global financial meltdown sets in, down 6 20 Internet fundraising Hangs in there as a hot buzzword at 20 21 Lipstick Drops dramatically over the last survey; down 10 22 Raise taxes Raise Taxes No 22; cut taxes No. 27. Ho Hum. 23 Rezko Obama’s relationship with Tony Rezko gains one 24 Acorn Voter Reg Loses a couple as interest apparently wanes 25 Al Qaeda election Lurking beneath the surface but falls out of Top Twenty 26 Jeremiah Wright Dr. Wright remains on the radar though falling five more spots 27 Cut taxes Raise Taxes No 22; cut taxes No. 27. Ho Hum. 28 Hockey Mom Causes headlines but not a top issue 29 Nuclear Iran Drops one more spot since last survey 30 Wash Talking Heads Not a good week for the Cognoscenti; down 15

The ranking is determined by GLM’s PQI Index, a proprietary algorithm that scours the global print and electronic media, the Internet, and blogosphere for ‘hot’ political buzzwords and then ranks them according to year-over-year change, acceleration and directional momentum. Using this methodology, GLM was the only media analytics organization that foresaw the ’04 electorate voting with their moral compasses rather than their pocketbooks.

The Top Political Buzzwords for the 2006 Midterm Elections included: Throes, Quagmire, Credibility, Global Warming, and Insurgency; the Top Political Buzzwords from the 2004 Campaign included: Swift Boats, Flip Flop, Quagmire, Fahrenheit 911, Misleader, and Liar!

The Final Debate: Obama & McCain Differ Sharply

Obama Doubles Use of Passive Voice Over McCain

Memorable quotes: ‘Joe the Plumber’; ‘I am not President Bush’

AUSTIN, TX, October 16, 2008. In a linguistic analysis of the final Presidential Debate between Barack Obama and John McCain, the Global Language Monitor has found that in sharp contrast to prior debates, Obama’s use of the passive voice doubled that of McCain (and was significantly higher than he typically uses). The use of the passive voice is considered significant in political speech because audiences generally respond better to active voice, which they tend to view asmore direct. On a grade-level basis, Obama came in at 9.3 with McCain scoring grade level, while McCain came in at 7.4, a difference of nearly two grade levels. The debate took place at Hofstra University, in Hempstead, New York. The statistical breakdown follows.

Obama McCain Difference Words 7,146 6,562 584 Words/Sentence 19.4 15.2 4.2 Sentences/Paragraph 2.0 2.1 5% Characters/Word 4.4 4.4 0% Passive Voice (%) 6% 3% 100% Reading Ease 62.6 68.6 6 Grade level 9.3 7.4 1.9

Using industry-standard tools and techniques, GLM ranks the candidates’ speech on a number of levels from grade-reading level, the use of the passive voice, a reading ease score (the higher, the easiest to understand), the number of words per sentence, the number of characters per word, among others.

“Again, word choice and usage speaks volumes,” said Paul JJ Payack, GLM’s President & Chief Word Analyst. “Obama came in at a higher grade level than his previous efforts, but McCain was somewhat easier to understand. Obama’s significantly higher use of the passive voice combined with his frequent use of the word ‘I’ perhaps indicated an impatience with his opponent last witnessed in his debates with Hillary Clinton.”

Obama used the personal pronoun, ‘I’ about 158 times in the debate, while McCain used the word some 119 times.

Memorable phrases include more than a dozen references to ‘Joe the Plumber,’ one Joe Wurzelbacher of Holland, Ohio, and John McCain’s ‘I am not President Bush’ retort to Sen. Obama’s attempt to link his policies to those of the current president.

For comparison purposes, here is the results last week’s Town-hall style debate. That debate was notable in the fact that the questions asked by the audience outdistanced both Obama and McCain in the grade-level ranking category. Perhaps, the most memorable phrase from that debate is perhaps ‘’That one!” the term McCain used to refer to Obama. “That One” has already joined GLM’s analysis of the Top Political Buzzwords of the 2008 Campaign.

Obama McCain Difference Words 7,146 6,562 584 Words/Sentence 19.4 15.2 4.2 Sentences/Paragraph 2.0 2.1 5% Characters/Word 4.4 4.4 0% Passive Voice (%) 6% 3% 100% Reading Ease 62.6 68.6 6 Grade level 9.3 7.4 1.9

Top Buzzwords of Presidential Campaign: Two Weeks Out

Bailout falls dramatically; Experience and Gender Rise

‘Change’ and ’Global Warming/Climate Change’ in statistical tie for top

.

AUSTIN, TX, October 21, 2008 – In an analysis completed just two weeks before the US Presidential Elections the Global Language Monitor has announced that Change and Climate Change remain in a statistical tie for top spot in its list of Political Buzzwords of the 2008 Presidential Campaign, with Bailout falling dramatically to No. 13.

“In the Change ranking, Obama outdistanced McCain by a 3:2 ratio, while in the No. 2 Experience ranking, McCain held a 3:2 edge over Obama,” said Paul JJ Payack, President and Chief Word Analyst of the Global Language Monitor. “Joe the Plumber and ACORN voter registration references broke into the Top 25, at No. 19 and No. 22, respectively. In a related finding, Gender (No. 10) continued to rise as Race (No. 20) continued to fall, raising the question if gender is the new race?”

Political buzzwords are terms or phrases that become loaded with emotional freight beyond the normal meaning of the word. For example, the word surge has been in the English-language vocabulary since time immemorial. However, in its new context as an Iraq War strategy, it inspires a set of emotions in many people far beyond the norm. The rank of Top Election Buzzwords, past rank, and commentary follow.

Change (1) — Obama has a 3:2 edge over McCain with Change Climate Change (2) — Global warming within 1/2 of 1% for the overall lead Experience (5) — McCain has 3:2 edge over Obama with Experience Recession (4) — World economy imploding but still not officially a ‘recession’ Gasoline (6) — Up one as the price dropsa1 Obama Muslim Connection (8) — A persistent topic in Cyberspace; up 2 Subprime (7) — How we got into this mess in the first place Surge (10) — One of the Top Words from ‘07 moving up ‘ 08 chart “That one” (12) – The remark has spurred the Obama base: ‘I’m for That One’ Gender (9) – Is ‘gender’ the new ‘race’? Lipstick (13) — Any talk of Lipstick seems to spur McCain-Palin base Obama smoking (11) – Surprise here; continues to draw interest Bailout (3) – Bailout, as a word, dramatically slipping as reality of the entire debacle sets in “Just Words” (20) — Hillary’s comment on Obama still echoes through the media Washington Talking Heads (21) – Up six this past week alone Palin Swimsuit (24) – Fueled by Alec Baldwin on SNL : Balin’s ‘way hotter in person’ Al Qaeda (14) — Always lurking beneath the surface Price of oil (15) – Weakens as price declines Joe the Plumber ( NR ) – Breaks into Top 25 in debut Race (16) – Continues to drop in media buzz Jeremiah Wright (19) — Dr. Wright remains on the radar, down from No.2 at start Acorn Voter Registration ( NR ) – Debuts in Top 25; dramatic move over last week Internet fundraising (17) — Loses luster as story; down 6 more spots Rezko (25) — Obama’s relationship with Tony Rezko breaks into Top 25 Raise taxes (18) Raise Taxes No 25; cut taxes No. 27: Are you Listening

Others

Hockey Mom (22) – Loses a bit of steam Cut taxes (26) Both ‘cut’ and ‘raise’ down this week, again Nuclear Iran (23) Peaked out at No. 18

The ranking is determined by GLM’s PQI Index, a proprietary algorithm that scours the global print and electronic media, the Internet, and blogosphere for ‘hot’ political buzzwords and then ranks them according to year-over-year change, acceleration and directional momentum. Using this methodology, GLM was the only media analytics organization that foresaw the ’04 electorate voting with their moral compasses rather than their pocketbooks.

The Top Political Buzzwords for the 2006 Midterm Elections included: Throes, Quagmire, Credibility, Global Warming, and Insurgency; the Top Political Buzzwords from the 2004 Campaign included: Swift Boats, Flip Flop, Quagmire, Fahrenheit 911, Misleader, and Liar!

The US Presidential Election and the Financial Tsunami

Seemingly chaotic events reflect normalcy of new reality

A Historical Inflection Point

AUSTIN, TX, October 13, 2008. The worldwide financial tsunami that has captured the attention of the worldwide media (as well as governments, corporations, and ordinary citizens), has come to dominate one of the great quadrennial media events of the post-Modern era. No, we are not referring to the Olympics, most recently held in Beijing, or even football’s World Cup but, rather, the US Presidential elections.

The immediate effect of this unprecedented upheaval of global markets is the obfuscation of the clear lines of division offered by the opposing parties in the US Presidential Elections.

There is the sense that we are witnessing an unprecedented historical event; historical in the sense that we now appear to be standing astride (or atop) a cusp in history, a delta, a decision point, what is now called a point of inflection or inflection point.

Watching the nightly news and reading the traditional (for the last two centuries, that is) media, one has the distinct sense that what they perceive as unprecedented almost chaotic circumstances is actually that of the normalcy of the new reality, that of communications at the speed of light that the internet has foisted upon us.

We keep hearing about this most unusual of election cycles, but this is only true when looking through the prism (and historical construct) of the traditional news gathering operations. What is called the 24-hour News Cycle is actually just the tip of the Tsunami washing over the planet at a steady speed and ever-quicker pace. Indeed, the nature of the beast hasn’t change at all. It is our outdated techniques, that haven’t kept up with the new reality: News now emanates at the speed of thought, from tens of thousands or, even, millions of sources.

The nature of a Tsunami is little understood other than the tremendous damage it unleashes when it washes ashore. What we do know, however, is that a tsunami travels in exceedingly long waves (tens of kilometers in length) racing through the oceanic depths at hundreds of kilometers per hour. Only upon reaching the shore is its true destructive power unleashed for all to see (if they survive to witness it at all).

In the same manner, the traditional media become transfixed with the roiling surface seas but fail to acknowledge the more sustained and significant, movements occurring just beneath the surface.

The surface swirls about in fascinating eddies, but the true transformation is occurring as the nearly undetectable waves rush through the open sea only occasionally, though dramatically, making their way onto shore.

In the same manner, the traditional media focuses on the Twenty-four-hour News Cycle but seem to miss the strong and prevalent currents immediately beneath the surface. They vainly attempt to tie global, transformative, and unprecedented events to relatively parochial events and forces (the Reagan Years, the Clinton administration, Bush 41 and 43, the deregulation initiatives of Alan Greenspan of ‘99) that are being all but overshadowed (and –whelmed) by unyielding and all-but-irresistible forces.

There is an almost palpable sense and correct sense that things are 1) changing forever, 2) out of our control (or even influence), and 3) will have a direct impact upon the planet for generations to follow.

What we can control, and make sense of, however, is a candidate’s wink, smirk or disdainful reference. We can emphatically pin down our opponents into convenient sound bites, hopefully, contradict earlier sound bites. Do you personally take responsibility for Climate Change? (Does the fact that New York City was beneath 5,000 feet of Ice a few dozen centuries ago influence your vote today? A yes or no will suffice!) Is your personal philosophy, whatever it might be, grounded in a belief system that I can systematically debunk and demean. (Yes or no.) Are you for or against atom smashers creating minuscule black holes that may or may not swallow up the Earth? (Answer yes and you are a barbarian; answer no and you have absolutely no respects of the future prospects of the human race.) Did you ever consider yourself a loser (at any point in your life)? Did you ever make the acquaintance of fellow losers?

Nevertheless, the US Presidential Election will proceed to its own conclusion on the first Tuesday of November in the year two thousand and eight.

For the preceding five years, The Global Language Monitor has attempted to clarify the course (and future course) of human events as documented in the English language. The tools at our disposal have sometimes allowed us to peer into events and trends that become, otherwise, obscured, by the ‘noise’ of the Twenty-four Hour News Cycle. Our goal was, and continues to be, to extricate (and explicate upon) the true currents underpinning the events we call news, and to better understand what they mean and how they are perceived with the new media reality in mind. For example, back in the days preceding the 2004 Presidential election cycle, GLM discovered the fact that once ideas, words and phrases were launched into the vast, uncharted, oceanic Internet, they do not, indeed, die out after twenty-four hours but, rather, travel in deep, powerful currents and waves (not unlike those of a tsunami) that only grow stronger as they make their ways to distant shores.

In this new reality, tsunami-like ideas pass through vast seas of information of the Internet, nearly undetected and often unmeasured, until they crash upon our shorelines, where their full power (and possibly fury) is unleashed. The fact that we only entertain them for 24 hours before they are dispatched into the archives of what is considered ‘past’ or ‘passed’ and readily discarded, is beyond the point. We often hear that ‘we’ve never seen anything like this’ before. Of course not. Think back a few hundred years to other information revolutions, such as that introduced along with mechanical type. What do you think the fortunate few thought when they first laid their eyes upon the works of Aristotle, the Bible, or the Arabic translations of Euclid? No one had ever seen anything like that before! Indeed. And astonishment will only become more so as the future unfolds.

— Paul JJ Payack, President & Chief Word Analyst, The Global Language Monitor

Vice Presidential Debate Linguistic Analysis:

Palin at 10th Grade-level; Biden at 8th Grade-level

Palin’s use of passive voice highest of the 2008 Debates

AUSTIN, TX, October 3, 2008. The first and only vice presidential debate of the 2008 Campaign has resulted in Governor Sarah Palin, the republican nominee for vice president speaking at a 10th-grade level, with Senator Joe Biden coming in at an 8th-grade level. Also noteworthy was the fact that Gov. Palin’s use of passive voice was the highest (at 8%) of the 2008 Presidential and Vice Presidential debates thus far. The analysis was performed by The Global Language Monitor (www.LanguageMonitor.com), the Austin, Texas-based media analytics and analysis company.

GLM ranks the candidates’ speech on a number of levels from grade-reading level, the use of the passive voice, ‘a readability’ score (the closer to one hundred the easiest to understand, the number of words per sentence, even the number of characters per word.

The statistical breakdown follows.

Vice Presidential Debate Biden Palin Comment Grade Level 7.8 9.5 Palin raises a few eyebrows here. No. of Words 5,492 5235 This is a surprise; shows tremendous restraint on the normally loquacious Biden. Obama used 20 more words per minute than McCain. Sentences/Paragraph 2.7 2.6 A statistical tie. Words/Sentence 15.8 19.9 Palin even outdistances professorial Obama on this one; Obama scored 17.4 Characters/Word 4.4 4.4 Everyone has apparently learned that shorter words are easier to understand (rather than monosyllabic words facilitate comprehension). Passive Voice 5% 8% Passive voice can be used to deflect responsibility; Biden used active voice when referring to Cheney and Bush; Palin countered with passive deflections. Ease of Reading 66.7 62.4 100 is the easiest to read (or hear).

Notes: The excessive use of passive voice can be used to obscure responsibility since there is no ‘doer of the action’. For example, ‘Taxes will be raised’ is a passive construction, while ‘I will raise (or lower) taxes’ is an active construction. Five percent is considered average; low for a politician.

By way of comparison, the ranking by grade-levels for historical debates follow.

Historical Contrasts Grade level Lincoln in Lincoln-Douglas Debates 11.2 Joseph Lieberman 9.9 Ronald Reagan 9.8 John F. Kennedy 9.6 Sarah Palin 9.5 Richard Nixon 9.1 Dick Cheney 9.1 Michael Dukakis 8.9 Bill Clinton 8.5 Al Gore 8.4 George W. Bush 7.1 George H.W. Bush 6.6 Ross Perot 6.3

The number of words is considered approximate, since transcripts vary.

The methodology employed is a modified Flesch-Kincaid formulation.

The First Presidential Debate:

A ‘Linguistic Dead Heat’ — with One Exception

In true professorial fashion, Obama averages some 20 more words per minute

AUSTIN, TX, September 28, 2008. The first presidential debate of the 2008 Campaign resulted in a ‘Linguistic Dead Heat’ according to an analysis performed by The Global Language Monitor (www.LanguageMonitor.com). In nearly every category, from grade level to the use of passive voice, even the average numbers of letters in the words they chose, the candidates remained within the statistical margin of error with one major exception. In the Number of Words category that the candidates used to convey their messages, Obama, in true professorial style, outdistanced McCain by some thousand words, which breaks down to an average of about 20 more words per minute.

“As in the famous Harvard-Yale game back in 1968, Harvard declared a victory after securing a come-from-behind 29-29 tie. In the same manner, both sides of the debate have declared victory in an essential deadlocked outcome,” said Paul JJ Payack, President and Chief Word Analyst of GLM. “Look at the debate as a football game. Both teams effectively moved the ball. However, the scoring was low, and the quarterbacks performed as expected, with McCain completing some excellently thrown passes only to have others blocked by Obama. Obama’s ground game was more impressive, churning out the yards — but he had difficulty getting the ball over the goal line.”

The statistical breakdown follows.

McCain Obama Sentences per paragraph 2.2 2.1 Words per sentence 15.9 17.4 Characters per word 4.4 4.3 Passive voice 5% 5% Ease of Reading (100 Top) 63.7 66.8 Grade Level 8.3 8.2 Number of words (approximate) 7,150 8,068

Notes: The excessive use of passive voice can be used to obscure responsibility since there is no ‘doer of the action’. For example, ‘Taxes will be raised’ is a passive construction, while ‘I will raise (or lower) taxes’ is an active construction. Five percent is considered low.

McCain’s Speech Comes in at the Third Grade Level: Most Direct of all Speakers at Either Convention

Palin & Obama Speech Score Nearly Identical

AUSTIN, TX, . September 7, 2008. (Updated) In an exclusive analysis of the speeches made at the recently concluded Political Conventions, the Global Language Monitor found that John McCain spoke at a third-grade reading level, meaning that his speech was the easiest to comprehend of any delivered at either convention. GLM also found that McCain scored the lowest of all convention speakers in use of the passive voice, an indication of ‘direct’ talk. Higher use of the passive voice is often viewed as an indicator of ‘indirect’ and more easily confused speech because the doer of the action is obscured: ‘Taxes will be raised’ rather than ‘I will raise taxes’.

In another finding, GLM found that both Sarah Palin’s and Barack Obama’s widely viewed (38 and 37 million viewers respectively), and much-acclaimed acceptance speeches were closely similar, delivered in language that reflected a ninth grade (9.2 and 9.3 respectively) ‘reading level’.

The basic language evaluation stats are shown below.

John McCain Sarah Palin Barack Obama 3.7 9.2 9.3 Grade Level 1.9 1.3 1.5 Sentences / Paragraph 4.4 4.4 4.4 Letters / Word 79.1 63.8 64.4 Reading Ease (100 is easiest) 6.4 19.5 22.1 Words / Sentence 2% 8% 5% Passive Sentences

It is widely believed that shorter sentences, words and paragraphs are easier to comprehend.

The analysis was performed by the Global Language Monitor, the media analysis, and analytics agency.

GLM used a modified Flesch-Kincaid formula for its analysis, which measures factors such as the number of words in a sentence, the number of letters in a word, the percentage of sentences in passive voice, and other indicators of making things easier to read and, hence, understand.

This release comes in at the second year of college level (14+).

Warning: do not incorporate these words into presidential addresses.

admin2008 Presidential Election, Barack Obama, PQI, Presidential Elections

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Obama’s “Yes, We Can” Speech Ranked with “I have a Dream,”

“Tear Down this Wall,” and JFK Inaugural

AUSTIN, TX, November 7, 2008 – In an analysis completed earlier today, the Global Language Monitor has found that Barack Obama’s “Yes, We Can” speech delivered Tuesday night in Chicago’s Grant Park ranked favorably in tone, tenor and rhetorical flourishes with memorable political addresses of the recent past including Martin Luther King, Jr.’s “I have a Dream” speech, “Tear Down his Wall,” by Ronald Reagan and John F. Kennedy’s Inaugural Address. GLM has been tracking the language used in the debates and speeches of the Presidential and Vice Presidential candidates throughout the bruising 2008 campaign. In nearly every category, from grade level to the use of passive voice, even the average numbers of letters in the words he chose, Obama’s Victory Speech was very similar in construction to the speeches of King, Reagan, and Kennedy.

Obama Speech a Winner

“Complete Coverage of the for a forward-looking message of hope and reconciliation, words of change and hope, as well as future-related constructions dominated the address,” said Paul JJ Payack President and Chief Word Analyst of the Global Language Monitor. “Evidently, Obama is at his best at connecting with people at the 7th to 8th-grade range, communicating directly to his audience using simple yet powerful rhetorical devices, such as the repetition of the cadenced phrase ‘Yes, we can’, which built to a powerful conclusion.”

Obama’s Victory Speech also was similar in construction to his 2004 Democratic Convention address, which first brought him to widespread national attention.

The statistical breakdown follows.

Obama Victory Speech Obama 2004 Convention Words 2049 2238 Sentences/Paragraph 1.8 2 Words/Sentence 18.9 20.0 Characters/Word 4.2 4.3 Reading Ease 72.4 67.5 Passive 11% 8% Grade Level 7.4 8.3

For a future-oriented message of hope and vision, the passive voice was used frequently but effectively. Examples include: “There will be setbacks and false starts. It was also noted that Obama spoke in the authoritative voice of the future Commander-in-Chief with such phrasings as “To those who would tear the world down – We will defeat you.

Some commentators noticed the absence of the collapse of the World Trade Center’s Twin Towers in the 2001 terrorist attacks from Obama’s catalog of significant events of last 106 years.

Historical comparisons follow.

Kennedy Inaugural Address 10.8 Reagan ‘Tear Down This Wall” 9.8 Lincoln “Gettysburg Address” 9.1 Martin Luther King: ”I have a dream” 8.8 Obama 2004 Democrat Convention 8.3 Obama Victory Speech “Yes, we can” 7.4

‘

Change’, ‘Cataclysmic Events,’ and ‘Global Financial Tsunami’

Dominate Concerns of the American Electorate on Nov. 4

AUSTIN, TX, November 4, 2008 – In an analysis completed just hours before voting began for the 2008 the USPresidential Elections, Austin, Texas-based Global Language Monitor has found that ‘Change’, ‘‘Cataclysmic Events,’ and ‘Global Financial Tsunami’ related words and phrases dominate the Top Ten Concerns of the American Electorate on Nov. 4, 2008.

The results are based on an on-going 18-month analysis of the political language and buzzwords used throughout the presidential since before the primaries began. GLM’s uses its PQI Index, a proprietary algorithm that scours the global print and electronic media, the Internet, and blogosphere for ‘hot’ political buzzwords and then ranks them according to year-over-year change, acceleration, and directional momentum. Political buzzwords are terms or phrases that become loaded with emotional freight beyond the normal meaning of the word.

Top Ten Concerns of the American Electorate on November 4, 2008.

1. Change is key. Change favors Obama over McCain 3:2.

2. Cataclysmic events, global warming and climate change rank higher than all other issues except change.

3. The Global Financial Tsunami and related terms permeate the Election and are that persistent low-humming heard in the background.

4. Experience counts. Experience favors McCain over Obama 4:3.

5. Concerns persist about Obama’s experience, background, and the past and current associations.

6. Gender is an ongoing issue: it began with Hillary and continues with Palin though it is disguised in all sorts of well-meaning platitudes.

7. For many in this campaign, gender actually trumps race.

8. For all the concern about race, it actually seems to be having a positive effect on the Obama campaign, in its an ongoing, just beneath the surface dialogue, with millions (both black and white) voting for Obama precisely BECAUSE he is a black man. This is viewed as separating us (and in some sense liberating us) from a long, painful history.

9. Working Class Whites are used as a code word for whites who are working class. No other moniker, such as Reagan Democrats or Soccer Moms has caught on in this election cycle.

10. Obama, to his great credit, is no longer perceived as ‘aloof’.

What’s the advantage of the PQI over the Polls?

According to Paul JJ Payack, president and chief Word Analyst of the Global Language Monitor:

The PQI is, perhaps, the ultimate ‘It is what it is’ measurement of consumer (and in this case Political) sentiment. The PQI simply measures the occurrence of certain words or phrases in the print and electronic media (traditional or otherwise), on the Internet, and across the Blogosphere. It is by its very nature non-biased. When we take a statistical snapshot for the PQI there is no adjustment for ‘underrepresented’ groups, there are no assumptions about probability of turnout, the proportions of newly registered voters, traditional models, or expanded modularities. Rather we take our measurements, check for the rate of positive or negative change in the appearance of a searched word or phrase (what we call velocity and) and publish our results. In other words, it is what it is. Using this methodology, GLM was the only media analytics organization that foresaw the ’04 electorate voting with their moral compasses rather than their pocketbooks.”

The Top Political Buzzwords for the 2006 Midterm Elections included: Throes, Quagmire, Credibility, Global Warming, and Insurgency; the Top Political Buzzwords from the 2004 Campaign included: Swift Boats, Flip Flop, Quagmire, Fahrenheit 911, Misleader, and Liar!

Top 10 Things Political Buzzwords Tell Us About the Vote

AUSTIN, TX, November 3, 2008 – In an analysis completed just 48 hours before the US Presidential Elections theGlobal Language Monitor has announced the final installment of the Top Political Buzzwords of the 2008 Presidential Campaign. GLM, has been tracking the buzzwords in this election cycle for some eighteen months. Political buzzwords are terms or phrases that become loaded with emotional freight beyond the normal meaning of the word. For example, the word surge has been in the English-language vocabulary since time immemorial. However, in its new context as an Iraq War strategy, it inspires a set of emotions in many people far beyond the norm.

According to Paul JJ Payack, president and chief word analyst of Global Language Monitor:

The electorate appears to be more advanced in its thinking than either party (or platform). Taken as a whole their concerns center upon uncontrollable, cataclysmic events such as the global financial meltdown and climate change (Nos. 1 and 2), while raising taxes (No. 22) or cutting taxes (No. 27) are lesser (though still important) concerns. The phrase ‘Financial Meltdown’ has broken into the Top 20, jumping some 2600% in usage over the last month. Change is the topmost concern. Though change from what to what remains a good question. ‘Change’ is,without question the top word of this campaign. Both candidates are benefitting from the mantra; however Obama holds a 3:2 edge over McCain in this regard. The second-most discussed term of the campaign barely surfaces in most media reports, and this is the combination of ‘Climate Change’ and/or ‘Global Warming’. Experience (No. 5) counts. A lot. Especially, if that experience can serve as a guide through the current series of cataclysmic events. McCain edges Obama 4:3 in the experience category. But Obama is given significant credit as a quick (and judicious) study. Everyone is talking about race (No. 16) except, apparently, the electorate. It is a Top Twenty issue, but it’s nestled between Joe the Plumber and Obama’s smoking. Iraq is now a non-issue. No. 8, Surge,and its apparent success has settled the argument, so it is no longer a question of victory or defeat. Even Al Qaeda has lost its grip on the electorate, falling some 11 spots in two weeks. Palin (Nos 14 and 21) is a ‘go-to’ subject for the media and campaigns alike, with both sides thinking they gain tremendous leverage in her disparagement or apotheosis. Tony Rezko (No. 23), Acorn (No. 24) and Jeremiah Wright (No. 26) are indeed issues, but are viewed as minor, settled or both for the Obama campaign. The word, aloof, as related to Obama is no longer on the list. At the end of the Primary season in June, it was No 14 and a major concern of the Obama campaign. Obama has apparently overcome this sense of aloofness.

The ranking of Top Election Buzzwords of the 2008 Presidential Campaign and commentary follow.

Presidential Campaign PQI 11.2.08 Comment Rank 1 Change Obama has a 3:2 Edge over McCain with Change 2 Climate Change Global warming within 1/2 of 1% for the overall lead 3 Gasoline Up 2 this week as prices fall 4 Recession Does a global financial meltdown count as a recession? 5 Experience Down 2; McCain has 4:3 Edge Here 6 Obama Muslim A continued presence in Cyberspace 7 Subprime How we got into this mess in the first place 8 Surge One of the Top Words from ‘07 now taking a victory lap 9 “That one” Has spurred the Obama base with ‘I’m for That One’ slogans 10 “Just Words” Oh Hillary, what hath thou wrought? 11 Gender Up dramatically since fall campaign though down for week 12 Working Class Whites Still the object of much affection AND derision 13 Price of oil More discussion as price declines; up 5 14 Palin Swimsuit On SNL Alec Baldwin claimed Balin’s ‘way hotter in person’ 15 Joe the Plumber Now making appearances with McCain; up 5 16 Racism (election) Belies all the media buzz; now in top 20 17 Obama smoking Down 5 but still in Top Twenty 18 Financial meltdown Now buzzworthy, indeed. 19 Wall Street Bailout As reality of global financial meltdown sets in, down 6 20 Internet fundraising Hangs in there as a hot buzzword at 20 21 Lipstick Drops dramatically over the last survey; down 10 22 Raise taxes Raise Taxes No 22; cut taxes No. 27. Ho Hum. 23 Rezko Obama’s relationship with Tony Rezko gains one 24 Acorn Voter Reg Loses a couple as interest apparently wanes 25 Al Qaeda election Lurking beneath the surface but falls out of Top Twenty 26 Jeremiah Wright Dr. Wright remains on the radar though falling five more spots 27 Cut taxes Raise Taxes No 22; cut taxes No. 27. Ho Hum. 28 Hockey Mom Causes headlines but not a top issue 29 Nuclear Iran Drops one more spot since last survey 30 Wash Talking Heads Not a good week for the Cognoscenti; down 15

The ranking is determined by GLM’s PQI Index, a proprietary algorithm that scours the global print and electronic media, the Internet, and blogosphere for ‘hot’ political buzzwords and then ranks them according to year-over-year change, acceleration and directional momentum. Using this methodology, GLM was the only media analytics organization that foresaw the ’04 electorate voting with their moral compasses rather than their pocketbooks.

The Top Political Buzzwords for the 2006 Midterm Elections included: Throes, Quagmire, Credibility, Global Warming, and Insurgency; the Top Political Buzzwords from the 2004 Campaign included: Swift Boats, Flip Flop, Quagmire, Fahrenheit 911, Misleader, and Liar!