Newswise — Following the October 2, 2008 vice presidential debate, many Americans are discussing the messages conveyed by Sen. Joe Biden and Gov. Sarah Palin as surrogates for their presidential counterparts. But what people may not realize is that how Palin and Biden delivered their ideas is just as important as the content. Journalists and analysts are now honing in on Palin's "folksiness," and it's important to understand how her vernacular resonates with Americans.
According to Elaine Shenk, Ph.D., linguist and assistant professor of Spanish at Saint Joseph's University in Philadelphia, Palin's language style was intentionally informal -- through such phrases as "you betcha'" or "darn right" " to connect to a particular demographic. "Palin was not unaware of what she was doing. When you're in a debate of that importance, you're very conscious of the way you speak, and Palin was playing on her reputation as a 'regular hockey mom.' She used language to communicate that she's not a part of the Washington 'elite.'" Shenk asserts that Palin was very mindful of the effect her speech would have on the public, and that she was trying to appeal to Americans "who are tired of the bureaucracy and the insider world of Washington."
On the other hand, Shenk said that Sen. Biden consciously spoke more formally than Palin, and believes his style was intended to appeal to academics and intellectuals " those who seek expertise and knowledge.
In a one-on-one conversation or debate, Shenk explained, two people often accommodate to the patterns, dialect or lexicon of the other person to arrive at a more common ground. However, during the vice presidential debate, each candidate remained firmly in their own speech patterns, unwilling to bend to the style of his or her opponent.
Shenk observed that Biden consciously maintained a more standard debate format through his language style; he never converged toward Palin's markedly informal style, but neither did she converge toward his.
"Biden used language as a way to separate himself, a way of saying 'I am different from you [Palin],'" Shenk said. In other words, Biden's style of speaking reinforced his literal message that Sen. Obama and Sen. McCain are "fundamentally different" on certain issues.
Shenk also points out that when Palin entered the stage and immediately asked if she could address Sen. Biden as "Joe," she was establishing a casual tone and presenting herself as almost "ordinary." In contrast, Biden never called his rival "Sarah" or "Mrs. Palin," but insisted on addressing her as "Governor," which was more consistent with his formal speaking style.
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