A Functional Analysis of 2012 Presidential Primary TV Spots

Abstract

In 2012, only the GOP had a contested primary. As of March 2012 none of the four candidates remaining in the race (Newt Gingrich, Ron Paul, Mitt Romney, and Rick Santorum) had secured enough delegates to claim the nomination, indicating that this primary season would drag on (McCain clinched the 2008 Republican nomination on March 4, 2008). This protracted primary meant that the Republicans had to devote most of their efforts to their immediate opponents, rather than concentrating on President Barack Obama. Obama did not have to worry about attacks from his own party. This study applies Benoit’s functional theory to 143 primary television spots from this campaign. This sample of ads broke with tradition by attacking as much as they acclaimed. The topic of utterance was split about evenly between policy and character.