October 26, 2024 2:33pm EDT
PhD Candidate in Political Science, University of California, Los Angeles
Professor of Political Science, University of California, Los Angeles
Donald Trump’s political career has been marked by a unique and often controversial rhetorical style. Since 2015, his rhetoric has evolved significantly, attracting attention for its direct, often violent tone.
Analyzing his speeches offers a revealing look at how his language has shaped both his political persona and the broader landscape of American politics.
We are political scientists who analyzed Trump’s campaign and presidential speeches from 2015 through 2024. We found that one of the most striking trends in Trump’s rhetoric is the sharp rise in his use of violent vocabulary. The share of words associated with violence rose from almost 0.6% in 2016 to 1.6% in 2024 in Trump’s speeches. As a comparison, the proportion of violent words in 40 randomly chosen weekly radio addresses by Barack Obama was 0.79%.
From Trump’s first campaign in 2015 through the next nine years, his speeches have increasingly included words and phrases related to crime and military conflict. In March 2024, for example, Trump said that “it’s going to be a bloodbath for the country” if he wasn’t reelected in November.
By 2024, Trump’s use of violent language had surpassed that of nearly all other democratic politicians we considered, approximating that of authoritarian figures such as Kim Jong Un and Fidel Castro.
This surge in violent rhetoric is not linked to significant external events such as wars. Trump has focused his messaging on violent crime, particularly in American cities, even as crime rates were declining. His repeated references to “murderers, rapists and thugs” paint a picture of a nation under siege, heightening anxiety among his supporters.
At the same time, he casts himself as a strong leader capable of confronting these perceived threats.
Economic, public service language declines
While Trump’s rhetoric has become more violent, it has simultaneously moved away from traditional political discourse on economic performance and public services. Early in his political career, Trump quite frequently mentioned economic issues, tapping into concerns about jobs, trade and prosperity. Over time, however, his focus on economics has significantly declined.
This trend is not unique to Trump. Both Democratic and Republican candidates have been using less economic vocabulary in their speeches since at least 2012.
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Orange of Specious