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It’s not what you say, but how you say it. Solving problems with words is the essence of politics, and finding the right words for the moment can make or break a politician’s career. Yet very little has been said in political science about the elusive element of tone.

In Political Tone, Roderick P. Hart, Jay P. Childers, and Colene J. Lind analyze a range of texts—from speeches and debates to advertising and print and broadcast campaign coverage— using a sophisticated computer program, DICTION, that parses their content for semantic features like realism, commonality, and certainty, as well as references to religion, party, or patriotic terms. Beginning with a look at how societal forces like diversity and modernity manifest themselves as political tones in the contexts of particular leaders and events, the authors proceed to consider how individual leaders have used tone to convey their messages: How did Bill Clinton’s clever dexterity help him recover from the Monica Lewinsky scandal? How did Barack Obama draw on his experience as a talented community activist to overcome his inexperience as a national leader? And how does Sarah Palin’s wandering tone indicate that she trusts her listeners and is open to their ideas?

By focusing not on the substance of political arguments but on how they were phrased, Political Tone provides powerful and unexpected insights into American politics.

Why did Gerald Ford speak in public once every six hours during 1976? Why did no president spreak in Massachusetts during one ten-year period? Why did Jimmy Carter conduct public ceremonies four times more often than Harry Truman? Why are television viewers two-and-a-half times more likely to see a president speak on the nightly news than to hear him speak?

The Sound of Leadership answers these questions and many more. Based on analysis of nearly 10,000 presidential speeches delivered between 1945 and 1985, this book is the first comprehensive examination of the ways in which presidents Truman through Reagan have used the powers of communication to advance their political goals. This communication revolution has produced, Roderick P. Hart argues, a new form of governance, one in which public speech has come to be taken as political action. Using a rhetorical appraoch, Hart details the features of this new American presidency by carefully examining when and where presidents spoke in public during the last four decades and what they said. Even though presidents have been speaking more and more, Hart reveals, they have been saying less and less. Rather than leading the nation, the modern president usually offers only the hollow "sound" of leadership. Written with great flair and acuteness, The Sound of Leadership will become a standard guide to the voices of modern presidential politics.