As much as we want substance to triumph, Frank Luntz is correct: style points win debates, especially in a social media reels cum cable news “analysis” world.
The well-delivered quip lingers longer than the litany of facts, and the visual often trumps the verbal. It’s not just that the electorate tends to be drawn more to younger and more attractive candidates (like Mr. Obama, Mr. Clinton and John F. Kennedy) or to those with more commanding stage presence (which Mr. Reagan had over Jimmy Carter and Walter Mondale, and George H.W. Bush had over Michael Dukakis). While the 2016 and 2020 debates featuring Mr. Trump certainly upended our collective expectations about what exactly is presidential, listening to the voters describe each debate and their gut impressions of the candidates is more instructive about the eventual election winner than getting swept up in spin and punditry.
Ideas of substantive points made, facts checked, and parries foiled will dominate. They are part of the game.
Rhetorical styles will clash—between the direct, instinctual Trump and the prepared (for a lifetime) politician president.
But Luntz argues that he who can “ crystallize the stakes of the race and the choice in November with a single memorable line” wins. (At least the debate, but that’s kind of the point, isn’t it?







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