Constructing ‘Us’ vs. ‘Them’ in the 2024 US Presidential Campaign: An Analysis of Persuasive Targeting and Van Dijk’s Ideological Square in Democratic and Republican Discourse
Subject Areas : Journal of Teaching English Language Studies
Sabaa Zaid Jawad Witwit
1
,
Fatemeh Karimi
2
,
salih Mahdi Adai Al-Mamoory
3
,
Sahar Najarzadegan
4
1 -
2 -
3 -
4 -
Keywords: Critical Discourse Analysis, Ideological Square, Persuasive Political Targeting (PPT), 2024 US Presidential Election,
Abstract :
This study examined the strategic construction of ‘Us vs. Them’ narratives in the 2024 US presidential election, analyzing how Democratic (Biden/Harris) and Republican (Trump) campaigns employed persuasive political targeting (PPT) to operationalize Teun A. van Dijk’s ideological square. A corpus of eight key rally speeches and two pivotal debate transcripts (early 2023 - Oct 2024) was analyzed using qualitative Critical Discourse Analysis (CDA). The methodology integrated Van Dijk’s ideological square (emphasize Our good/Their bad; de-emphasize Our bad/Their good) with Druckman’s PPT framework, systematically coding for these elements and specific persuasive techniques (message, source, setting matching) linked to recipient characteristics like identity, values, and issue priorities. Findings reveal distinct approaches. The Republican campaign, via Trump, predominantly used explicit, emotionally charged messages matching a core base, constructing ‘Us’ as “patriots” against a demonized ‘Them’ (e.g., “incompetent” opponents, “invader” immigrants), leveraging fear and ad hominem attacks. Conversely, the Democratic campaign aimed for a broader, inclusive ‘Us’ united by democratic values, framing ‘Them’ (Trump and “MAGA extremists”) as a threat to democratic institutions, often using policy-focused arguments and appeals to empathy. The study demonstrates significant differentiation in targeting and appeal explicitness. Ultimately, both campaigns strategically utilized sophisticated ‘Us vs. Them’ constructions, intertwining advanced targeting techniques with fundamental ideological positioning. This research illuminates the polarized dynamics of contemporary American political discourse and the discursive struggle for power.
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