Success Strategies by Candidates in Presidential Debates, 1960-2024

This study investigates the use of success strategies in presidential debates. Using content analysis and applying Pamela Benoit’s (1997) typology, this article records trends in success strategies (entitlement, enhancement, dissociation, and detraction) in all televised presidential general election debates from 1960 to 2024. A total of 1,444 success strategies were coded. The essay examines the overall strategies used by candidates as well as the differences between winners and losers of the election, party affiliation, and incumbents and challengers. It also examines the general trends for all of the election years. The analysis revealed that entitlements were the most frequently used strategy across all debates. Winners used more indirect entitlement, whereas losers relied more on direct entitlement and enhancement, making them appear more self-promotional. Success strategies declined after 2012, suggesting a shift toward more negative speech. This study contributes to the understanding of debate discourse by demonstrating how candidates strategically construct success narratives and how these patterns reflect broader shifts in political communication.