الهه صادقی برزانی

This study investigates the negotiation strategies used by Democratic and Republican candidates in the 2024 U.S. presidential debates, focusing on how language functions as a tool to navigate ideological divides in an increasingly polarized political climate. By applying a mixed-method approach, combining qualitative discourse analysis and survey data, the research examines debate transcripts alongside citizen feedback to assess the effectiveness of candidates’ rhetorical strategies. Drawing on Politeness Theory, Speech Act Theory, and Pragma-Crafting Theory, the study reveals distinct linguistic patterns: Democratic candidates employ inclusive, cooperative language to foster unity, while Republican candidates use direct, assertive language to project confidence and decisiveness. The findings highlight the role of language in shaping voter perceptions of leadership and ideological alignment, offering insights into how candidates' rhetoric resonates with their respective bases and impacts broader electoral dynamics. This research contributes to the fields of political communication and negotiation theory by offering a comparative analysis of debate strategies and providing practical implications for political strategists and campaign teams navigating the complexities of modern electoral discourse. This research contributes to the fields of political communication and negotiation theory by offering a comparative analysis of debate strategies and providing practical implications for political strategists and campaign teams navigating the complexities of modern electoral discourse.