Nixon and Spence: The same man?

This week, we examine the language Missouri Gubernatorial candidates Jay Nixon and Dave Spence use to describe themselves as individuals.

We've examined Nixon’s  “Meet Jay” section on his election website and identified the rhetoric he uses to define himself. 

As the incumbent, Nixon blends his personal identify with his status as governor. 

This section of his website is designed to present his personal story to the voters. Nixon attempts to establish a personal connection and shrink the distance between himself and the voters. For instance, Nixon:

            -Establishes a personal connection to the area

                        “A native of De Soto, Missouri…”           

            -Associates his upbringing with relatable values

“Gov. Nixon was raised in a family of public servants. His mother, the late Betty Nixon, was a teacher and served as president of the local school board. His father, Jerry Nixon, was elected mayor of De Soto and was a judge for the community."

-Touts his strong ties to vague concepts

“Growing up in a home with these strong examples, Nixon learned at a young age that faith and family come first – and giving back to the community comes next. It is a philosophy that has guided him throughout his career in public service.”

            -Discloses personal details about his family

“Gov. Nixon and his wife, Georganne Wheeler Nixon, have two sons, Jeremiah and Willson. They belong to the First United Methodist Church in Jefferson City.”

           

            -Highlights government experience

“In 1986, he was elected to his first term in the Missouri State Senate, where he would represent the people of Jefferson County for six years. As a State Senator, Gov. Nixon reached across the aisle to pass several major pieces of legislation, including an expansion of pre-natal care for expectant mothers.” 

 

In Spence’s “Meet Dave” portion of his website, he attempts to create a relatable persona and to highlight his work ethic and experience in the private sector. He:

    -Identifies himself as Dave more often than Spence

           The page refers to the candidate as “Dave” 13 times, while it uses the more formal “Spence” only nine times.

           

     -Establishes relatable values

           “Spence grew up in the working-class neighborhood of Overland.”

“The work ethic he developed as a young man served him well later in life.”

         

              -Establishes a personal connection to the area

                         “Dave graduated from the University of Missouri-Columbia in 1981 and went to work                              full-time for the family business.”

            -Creates a sympathetic narrative

One approach Spence incorporates is sharing his personal story about his small family business. The business’s failure invokes sympathy and makes him seem more relatable. Nixon doesn’t attempt to court sympathy, and Spence’s story draws a stark contrast between his average life and Nixon’s status as celebrity. 

The candidates use similar values and approaches to frame themselves. Both highlight their experiences, share personal details and establish relatable values.

This makes us wonder: If their descriptions are so similar, why do their personal narratives matter so much to us as voters?