The Bull and Bear Communicative Strategies in the US presidential campaign rhetoric

Abstract

This article seeks to introduce bull and bear communicative strategies in the US election discourse. The coinage is derived from the popular images of bull and bear in the economic terms ‘bull market’ and ‘bear market’. The bull strategy focuses on positive self-presentation, while the bear strategy is aimed at negative otherpresentation. Research into US presidential debates shows that most frequent communicative strategies aim either to create and reinforce the politician’s positive image or to discredit his or her opponent and ruin their chances to win. Which of the strategies stands to be more efficient is yet a matter of argument; however it is vividly shown that these strategies provide the perfect breeding ground for discursive confrontation.