The DICTION of Howard and Beazley: What Can Computerized Content Analysis Tell Us About the Language

Abstract

An exploratory computer-assisted content analysis using the DICTION program revealed consistent similarities and differences in Prime Minister Howard’s and Opposition Leader Beazley’s speeches at their respective 1998 and 2000 party conferences. Both leaders combined themes of local belonging, the party collective, and communication with praiseworthy people in a rhetorical mixture typical of the conference genre. The leaders also differed in their rhetorical styles, displaying contrasting levels of self-reference, inspiration, tenacity, past concern, and analysis process. The DICTION program provides efficient empirical opportunities for mapping the rhetoric of business and civic leaders.