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Edited by James Pennebaker, University of Texas at Austin, Austin, TX, and accepted by the Editorial Board April 12, 2015 (received for review January 7, 2015)
Significance
Past laboratory research has shown that talking about helping others can make a positive impression upon a listener. We tested whether this basic social-cognitive phenomenon can help explain how governments gain the confidence of the public they serve. A computerized text analysis of the debates of the US Congress over the past 20 y found that the density of prosocial language strongly predicted public approval ratings 6 mo later. These results suggest that both individuals and governments can gain social approval by merely talking about cooperating and about helping others.
Abstract
Talking about helping others makes a person seem warm and leads to social approval. This work examines the real world consequences of this basic, social-cognitive phenomenon by examining whether record-low levels of public approval of the US Congress may, in part, be a product of declining use of prosocial language during Congressional debates. A text analysis of all 124 million words spoken in the House of Representatives between 1996 and 2014 found that declining levels of prosocial language strongly predicted public disapproval of Congress 6 mo later. Warm, prosocial language still predicted public approval when removing the effects of societal and global factors (e.g., the September 11 attacks) and Congressional efficacy (e.g., passing bills), suggesting that prosocial language has an independent, direct effect on social approval.
Footnotes
- ↵1To whom correspondence should be addressed. Email: jeremyfrimer{at}gmail.com.
Author contributions: J.A.F., K.A., and J.E.G. designed research; J.A.F. performed research; J.A.F., L.Z., and H.O. analyzed data; and J.A.F., K.A., J.E.G., L.Z., and H.O. wrote the paper.
The authors declare no conflict of interest.
This article is a PNAS Direct Submission. J.P. is a Guest Editor invited by the Editorial Board.
Data deposition: The data presented in this paper are publicly available at the Open Science Framework at osf.io/92wct.
This article contains supporting information online at www.pnas.org/lookup/suppl/doi:10.1073/pnas.1500355112/-/DCSupplemental.
Government’s language shapes public approval
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