More Different Than Similar: Values in Political Speeches of Leaders from Developed and Developing Countries

Moniza Waheed (1) , Andreas Schuck (2) , Claes deVreese (3) , Peter Neijens (4)
(1) Amsterdam School of Communication Research – The Netherlands , Netherlands
(2) Amsterdam School of Communication Research – The Netherlands , Netherlands
(3) Amsterdam School of Communication Research – The Netherlands , Netherlands
(4) Amsterdam School of Communication Research – The Netherlands , Netherlands

Abstract

With globalization, the understanding of different values and cultures has become vital. This study investigates differences and similarities in the use of values of political speeches from developed and developing countries. A content analysis was conducted on 48 political speeches of six leaders. Applying the list of Basic Human Values, we found that "benevolence," "universalism," "stimulation," "self-direction," and "achievement" were most present in all speeches. However, "universalism" and "benevolence" were most present in speeches from developed countries while "stimulation" and "self-direction" in speeches from developing countries. Speeches also differed in terms of tones attached to words expressing the values. This study finds that there are more differences than similarities in the use of values in speeches from developed and developing countries.

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Authors

Moniza Waheed
M.Waheed@uva.nl (Primary Contact)
Andreas Schuck
Claes deVreese
Peter Neijens
Author Biographies

Moniza Waheed, Amsterdam School of Communication Research – The Netherlands

Moniza Waheed is a Ph.D. candidate at the Amsterdam School of Communication research. Teaching Public Speaking to undergraduate students from different cultural backgrounds at Western Illinois University during her M.A. program sparked her interest in studying speeches. Her Ph.D. research focuses on comparing developed and developing countries in terms of values in speeches and news coverage.

Andreas Schuck, Amsterdam School of Communication Research – The Netherlands

Andreas Schuck is an Assistant Professor in Political Communication at the Department of Communication Science at the University of Amsterdam.  He obtained his Ph.D. degree in Political Communication from the University of Amsterdam. His research focuses on public opinion dynamics during election campaigns, electoral mobilization, public support for EU integration, and the news media

Claes deVreese, Amsterdam School of Communication Research – The Netherlands

Claes H. de Vreese is Professor and Chair of Political Communication and Scientific Director of The Amsterdam School of Communication Research at the Department of Communication Science at the University of Amsterdam. His research interests include comparative journalism research, the effects of news, public opinion and European integration, effects of information and campaigning on elections, referendums and direct democracy

Peter Neijens, Amsterdam School of Communication Research – The Netherlands

Peter Neijens is Dean of the Graduate School of Communication and Full Professor of Persuasive Communication at The Amsterdam School of Communication Research at the Communication Science Department of the University of Amsterdam. His research interests include media and advertising, public information campaigns, public opinion, political communication, and research methods.

Waheed, M., Schuck, A., deVreese, C., & Neijens, P. (2011). More Different Than Similar: Values in Political Speeches of Leaders from Developed and Developing Countries. Journal of Intercultural Communication, 11(2), 1–12. https://doi.org/10.36923/jicc.v11i2.532

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