Dupree and her co-author, Susan Fiske of Princeton University, began by analyzing the words used in campaign speeches delivered by Democratic and Republican presidential candidates to different audiences over the years. They scanned 74 speeches delivered by white candidates over a 25-year period. Approximately half were addressed to mostly-minority audiences—at a Hispanic small business roundtable discussion or a black church, for example. They then paired each speech delivered to a mostly-minority audience with a comparable speech delivered at a mostly-white audience—at a mostly-white church or university, for example. The researchers analyzed the text of these speeches for two measures: words related to competence (that is, words about ability or status, such as “assertive” or “competitive”) and words related to warmth (that is, words about friendliness, such as “supportive” and “compassionate”).
Warmth, related to intentions towards others, and competence, related to the ability to carry out those intentions, are two fundamental dimensions of how we see others and portray ourselves in social interactions. Stereotypical portrayals of black Americans generally show them as being less competent than their white counterparts, but not necessarily less friendly or warm, Dupree explains.
The team found that Democratic candidates used fewer competence-related words in speeches delivered to mostly minority audiences than they did in speeches delivered to mostly white audiences. The difference wasn’t statistically significant in speeches by Republican candidates, though “it was harder to find speeches from Republicans delivered to minority audiences,” Dupree notes. There was no difference in Democrats’ or Republicans’ usage of words related to warmth. “It was really surprising to see that for nearly three decades, Democratic presidential candidates have been engaging in this predicted behavior.”
With this preliminary evidence in hand, the researchers set out to further test their ideas.