@article{7b8909a7ab0941ce85e770506a256d8b,
title = "Lakoff's Theory of Moral Reasoning in Presidential Campaign Advertisements, 1952-2012",
abstract = "This study examines the presence and distribution of George Lakoff's Strict Father and Nurturant Parent paradigms of moral reasoning in presidential campaign advertisements between 1952 and 2012. Results show that Republicans outpace Democrats in the general use of moral reasoning and that Republicans are far more likely to use Strict Father language than Democrats. The study found no difference in the use of Strict Father/Nurturant Parent morality throughout history, during times of war and recession, or if the candidate was an incumbent. The Strict Father and Nurturant Parent models of moral reasoning were also evaluated based on their relationship to political issues. Findings reveal that Democrats actively avoid Nurturant Parent reasoning when discussing specific social programs.",
keywords = "Lakoff, Moral Reasoning, Political Advertising, Presidential Campaign",
author = "Ohl, {Jessy J.} and Pfister, {Damien S.} and Martin Nader and Dana Griffin",
note = "Funding Information: Jessy J. Ohl is a PhD candidate in the Department of Communication Studies at the University of Nebraska-Lincoln. Dr. Damien S. Pfister is an Assistant Professor in the Department of Communication Studies at the University of Nebraska-Lincoln. Martin Nader is a PhD candidate in the Department of Political Science at the University of Nebraska-Lincoln. Dr. Dana Griffin is an independent scholar. The authors would like to thank Haley Kranstuber Horstman for her helpful comments on an earlier version of this article. This study was supported in part by a Maude Hammond Fling Faculty Research Fellowship from the University of Nebraska-Lincoln Research Council. Correspondence to: Jessy J. Ohl, Department of Communication Studies, University of Nebraska-Lincoln, Lincoln, NE 68502, USA. E-mail:
[email protected]",
year = "2013",
month = nov,
doi = "10.1080/10510974.2013.832340",
language = "English (US)",
volume = "64",
pages = "488--507",
journal = "Communication Studies",
issn = "1051-0974",
publisher = "Central States Communication Association",
number = "5",
}