Analysis of Authoritarian Rhetoric: From the Gun to the Podcast

Authoritarian rhetoric was analyzed with Pennebaker’s LIWC. Forty-five authoritarian leader’s speeches prior to taking power were analyzed. Findings illustrated the high need for power, clout, low candor, and hostile rhetoric concerning social outgroups and the standing government. The PITCH model of persuasion examines the prototypical elements of selling anti-democratic governance.