When presidential candidates voice party issues, does Twitter listen?

Abstract

Presidential candidates often speak to their party’s issues because parties are thought to have “greater competence on handling” some issues versus others [Petrocik 1996, “Issue Ownership in Presidential Elections, with a 1980 Case Study.” American Journal of Political Science 40 (3): 825–850, 825]. The present study considers whether Hillary Clinton and Donald Trump tend to use different vocal inflections when talking about their party’s issues. Using the audio from the three 2016 presidential debates, we not only find Hillary Clinton and Donald Trump seem to be more emotionally invested in their party’s issues, but they use distinct vocal patterns which suggest they “own” some issues more than others. To assess whether viewers responded more positively to these different vocal inflections, we used the valence of 428,185 live-tweets. Ultimately, we found Twitter was net-positive when the candidates raised their vocal pitch while talking about their party’s issues. This suggests nonverbal cues are an important component of issue ownership.