speechCIS faculty Teenie Matlock and her collaborators have studied how linguistic framing can impact the way people process and interpret messages, such as politically-relevant statements. She has recently summarized her work in a feature article in American Scientist. From the article:

Millions of dollars are spent on campaign ads and other political messages in an election year, but surprisingly little is known about how language affects voter attitude and influences election outcomes. This article discusses two seemingly subtle but powerful ways that language influences how people think about political candidates and elections. One is grammar. The other is metaphor.

In an election year, voters are inundated with political messages from various sources, including television ads, campaign websites, blogs and social network forums, such as Facebook. Some of these messages focus on candidates’ positions on various issues, including the economy, same-sex marriage, education and war. Some focus on candidates’ personal characteristics. Is the candidate warm and accessible, or cold and distant? An autocrat or a team player? Family oriented? Not family oriented? Some messages focus on candidates’ past actions, and others focus on their apparent abilities to tackle problems ranging from immigration to unemployment. Some messages are factual and objective, and others are exaggerated and sensationalized.

Read the full story here.