Campaign narratives at odds with voters' concerns

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The "War Against Women" is next to last at No. 52 even though it figures quite heavily in the Democratic narrative. It ranks just below No. 51 Outsourcing, which is key to the narratives of  both parties. Other political buzzwords on the top of mind in the campaigns but in the bottom ten in the survey include:  the Bush Tax Cuts, Progressive Politics, the Decline in U.S. Manufacturing, Political Stalemate (in Congress), Angry White Males, and the Obstructionist Congress.  

The electorate definitely has a sense that the American Dream Still Alive (No.5.) though it is clearly Disappointed in the Obama Administration (No. 6).

The public is quite mindful of the negative tenor of the debate, reflected in the rankings of Toxic Politics (No.2), Haters and those who label their opponents as -phobic (such as Christophobic), (No. 15), and the Politics of Fear (No. 23). Perhaps this helps account for the fact that enthusiasm for the campaign is tempered by non-enthusiasm (Nos. 17 and 18).

The Top Social Issue in the survey was Pregnancy Reduction and Sex-selective Abortion at No. 25, the debate on which crosses the Progressive/Conservative chasm, though neither seems much discussed on the campaign trail.

Both parties would do well to note that Romney's Wealth is dead last; the electorate no-doubt inured to the fact that US presidential candidates are frequently wealthy (for example, the Bushes and John Kerry each had fortunes equal to or larger than that of Mitt Romney). Though Mr. Romney should note that Mormonism in Politics is No. 11

The top political buzzwords:

    1.    Current US Economy (with Obama Ownership)
    2.    Toxic Politics
    3.    ObamaCare
    4.    Out-of-control Spending
    5.    The American Dream Still alive
    6.    Disappointment in Obama Administration
    7.    Bush Responsible for Great Recession
    8.    The Iraq War
    9.    Stimulus Package
    10.    Wall Street Bailout
    11.    Mormonism in Politics
    12.    Rise of China
    13.    US Debt Crisis
    14.    Middle Class Whites
    15.    Identifying opponents as Haters (or -phobic)
    16.    Transparency in Government
    17.    Excited about Presidential Election
    18.    Not Excited about Presidential Election
    19.    The Euro Crisis affecting US
    20.    Hilary Clinton
    21.    Illegal Aliens
    22.    Climate Change
    23.    Politics of Fear
    24.    Afghanistan War
    25.    Middle-class tax (Affordable Care Act)
    26.    Wall Street Occupy Movement
    27.    Bain Capital
    28.    Pregnancy Reduction and sex selective abortion
    29.    Drone Strikes
    30.    Birther
    31.    Hydraulic Fracturing
    32.    John Roberts Healthcare
    33.    George Bush Responsible for US Economy
    34.    Keystone Pipeline
    35.    Obama responsible for Great Recession
    36.    Deficit Spending
    37.    The 1%
    38.    Super Pacs
    39.    Teachers Unions
    40.    Global Terrorism
    41.    Nuclear Iran
    42.    Affordabe Healthcare Act
    43.    Long-term Unemployment
    44.    Bush Tax Cuts Affecting Middle Class
    45.    Progressive politics
    46.    Decline US Manufacturing
    47.    Political Stalement
    48.    Angry White Males
    49.    Obstructionist Congress
    50.    Obamamania
    51.    Outsourcing
    52.    War Against Women
    53.    Romney Wealth


Political buzzwords are terms or phrases that become loaded with emotional freight beyond the normal meaning of the word.  For example, the word surge has been in the English-language vocabulary since time immemorial.  However, in its context as an Iraq War strategy, it inspired a set of emotions in many people far beyond the norm.

The PQI tracks the frequency of words and phrases in global print and electronic media on the Internet, throughout the Blogosphere, Twitter and other social media outlets, as well as accessing proprietary databases. The PQI is a weighted index that factors in long-term trends, short-term changes, momentum, and velocity.  Because PQI is based on the national discourse, it provides a real-time, accurate picture of what the public is saying about any topic, at any point in time.

About Global Language Monitor

Austin-based Global Language Monitor is the pioneer in web-based media analytics.  Founded in Silicon Valley, GLM collectively documents, analyzes and tracks trends in language usage worldwide, with a particular emphasis upon the English language.