The Absolutist Advantage: Sacred Rhetoric in Contemporary Presidential Debate

Sacred rhetoric invokes nonnegotiable convictions rather than reasoned consequences. This form of rhetoric, grounded in transcendent authority and moral outrage, provides an electoral advantage by inspiring greater political engagement and valorizing candidates in the eyes of voters. A study of the language employed in contemporary presidential debates from 1976 to 2004 illustrates that while Democrats made sacred appeals in a few political domains, Republicans employed sacred rhetoric more frequently across a broad range of issues. Democrats have relied more heavily on projected numbers and plans rather than protected values and bounds, often yielding to Republicans an absolutist advantage.