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Abstract:
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Leadership researchers often rely on traditional survey techniques, potentially limiting new insights. This study aimed to explore new grounds by integrating quantitative methods, a thematic analysis of narrative, and archival data into the research. The effects of the rhetorical themes of Optimism, Activity, and Commonality on follower evaluation were examined. Additionally, political party was explored. Datasets detailing speech-watchers overall reaction to State of the Union addresses were acquired from The Roper Center for Public Opinion Research’s website (N= 3552) and compared to DICTION frequencies for Optimism, Activity, and Commonality found in the text of corresponding State of the Union addresses. Followers rated leaders’ overall messages more positively when they frequently utilized Optimism. Commonality and Activity were also correlated with follower evaluation, however there was relatively little shared variance. Additionally, a main effect of party match on follower evaluation was identified. Results are discussed in terms of existing theory and practice. |
