Leadership Language Index — Australian Election Campaign 2022

Data collected between 10 April 2022–10 May 2022

Using nVivo, I analysed the frequency of words spoken by Australian Prime Minister and Opposition Leader during one month of the 2022 election campaign (10 Apr — 10 May).

The dataset was gathered from transcripts of speeches/remarks, pressers, doorstops & interviews. These are all available on each leaders’ respective campaign website.

This is not a contextual analysis but a textual analysis.

Prime Minister Scott Morrison

The Prime Minister has spoken approximately 190,000 words during the period in question.

His words come from 70 events (6 addresses and remarks, 33 interviews, 31 doorstops & pressers).

His top five words, in order of frequency, are –

KNOW
AUSTRALIA
GOVERNMENT
NOW
PEOPLE

Opposition Leader Anthony Albanese

The Opposition Leader has spoken approximately 98,000 words during the period in question.

His words come from 62 events (4 addresses, 31 interviews, 27 doorstops & pressers).

His top five words, in order of frequency, are –

GOVERNMENT
PEOPLE
WELL
ONE
JUST

Keyword/term search comparison