Leaders debate: in their own words

Millward Brown have again analysed the language used in the leader’s debate. They describe the debate as the “We all disagree” debate.

Other findings include:

Each of the leaders said “people” more than 40 times and it topped the list of words used by both Gordon Brown and Nick Clegg.

David Cameron used the word “country” 50 times. It was Gordon Brown’s second most used word and also appeared in Nick Clegg’s top 10.

Gordon Brown was the most aggressive of the three leaders, and the most personal and direct in his attacks. He said “David” more often than “Britain”. Two of Nick Clegg’s top ten words were “Brown” and “Cameron”. David Cameron mentioned the others by name the least.

• Unlike last week – where Clegg and Brown had the fewest word choices in common – there was no obvious bias in the common language between leaders. The areas of common concern included “business” and “security” which were both used by Brown and Cameron; “climate” and “energy” used by Brown and Clegg; and “immigration” and “clean politician(s)” by Cameron and Clegg.

Brown used the most language geared at international affairs including “Britain”, “Europe”, “European”, and the “world”. Counter-intuitively Cameron focused more on “Europe”, Clegg on the “world”.

Click image to enlarge:

Like this article? Sign up to Left Foot Forward's weekday email for the latest progressive news and comment - and support campaigning journalism by making a donation today.

5 Responses to “Leaders debate: in their own words”

  1. Tom Trevelyan

    RT @leftfootfwd: GRAPHIC: Leaders debate – in their own words http://bit.ly/c8Crna

  2. House Of Twits

    RT @leftfootfwd GRAPHIC: Leaders debate – in their own words http://bit.ly/c8Crna

  3. Andy Mayer

    RT @leftfootfwd: Leaders debate: in their own words http://bit.ly/c8Crna more debate analysis from our social media team @millwardbrownuk

  4. Baji of Calcutta

    The most important asset for the Labour Party is Gordon Brown who has the intelligence, substance and humility. He is at his best when he is being himself. It is the country’s culture that has become so vacuous that the majority of people simply do not think; look at their own personal ‘immediate’ advantage and/or go for any thing that is trendy. The Labour Party cannot ‘sell’ their leader by fitting into the demands of such a culture. Labour’s integrity is in remaining true to its philosophy, commitment and honesty. Only by not selling itself cheap by bowing to the ravening popular demand for the superficial will it be able to demonstrate its respect for the Britain that thinks and which, in the end, will maintain and sustain the values that are meaningful and which make our nation proud at home and abroad – internationally.

Leave a Reply