Linguistic Study of the Used Strategies by Candidates in The U.S. Elections

Abstract

This study explores how sexism is used in political discourse during the 2024 U.S. presidential election through an analysis of tweets by the candidates Kamala Harris and Donald Trump. The research is based on in Sara Mills’ (2008) model of sexism in language, it investigates both overt and covert forms of sexist discourse, focusing on how language interacts with broader gendered power structures. Using a qualitative method, the study analyzes eight tweets (four from each candidate) chosen for their contrasting rhetorical strategies related to gender and authority. The results present that while neither candidate uses explicitly sexist language, their discourse engages differently with gender norms. Harris avoids overt and covert sexism but adopts assertive, expert-driven rhetoric traditionally associated with male political figures, thus, challenging conventional gender expectations. Trump’s tweets rely on rhetorical strategies such as contrastive framing, presupposition, and tone to subtly emphasize stereotypes of female inadequacy masculine ideals of leadership. These patterns align with Mills’ concept of covert sexism, in which discriminatory implications are embedded in language without direct expression. The analysis demonstrates that sexism in political discourse often operates not through explicit statements, but through interpretation, reception, and culturally embedded gender norms. The study highlights the need to examine not only what is said, but also how political messages are shaped by the gender of the speaker and societal expectations. finally, the findings contribute to a deeper understanding of how political figures both reproduce and resist gendered discourse in contemporary communication.