October 12, 2008

At the last debate, Obama spoke at the 9th grade level and McCain spoke at the 7th grade level.

To make those word clouds of Obama and McCain's speech at the last debate, I had to edit the transcript to produce a separate text for each man's words. As you can see in the previous post, I was testing my own writing with Flesch Reading Ease Score calculator. This gave me the idea to compare McCain and Obama, for what it's worth.

Obama's speech came out at the 8.74 Flesch-Kincaid Grade Level, with a Flesch Reading Ease Level of 66.88 (higher is easier, and 60-69 is considered "Standard"). McCain's speech came out at the 7.02 Flesch-Kincaid Grade Level, with a Flesch Reading Ease Level of 70.63 (70-79 is
"Fairly Easy").

Now, of course, speaking is different from writing. You edit writing, and you get to think about whether you want to be expansive and sesquipedalian or whether you want to adhere to Strunk & White rules like "Omit needless words" and "Avoid fancy words." Speaking is harder to control. You may find yourself babbling or losing your place and wondering how am I ever going to bring this sentence in for a landing, and you don't get to go back and break it up into separate sentences and cut the filler. So the seemingly higher level of speech that tests at a higher level does not necessarily represent higher brain power. Nor can we say that the man speaking at the lower level has a lower capacity for complex thoughts. He may be applying a fine intelligence to composing his sentences well.

So, as I said... for what it's worth.

***

Now, I remember that CNN reported the testing of the VP debate transcript:
Grade level: Biden, 7.8; Palin, 9.5 (Newspapers are typically written to a sixth-grade reading level.)...

Ease of reading: Biden, 66.7... versus 62.4 for Palin.

ADDED: Voir Dire has a table comparing Obama, McCain, Biden, Palin... and Kennedy and Nixon. I think it shows that candidates today are more attuned to communication and soundbites and less to displaying intelligence.

17 comments:

Kirby Olson said...

Einstein said that if you cna't make something clear to an intelligent 6th grader, then you don't really understand it yourself.

Not that I understand relativity. But then again, he said he never really quite understood what he was talking about himself.

Does this mean that Obama doesn't quite understand what he is talking about?

Does it mean that McCain is a little better in terms of understanding his own ideas?

Bob said...

What grade level does uh count as? If you feed in a speech where Obama is stuttering and saying uh every third word, how does he score?

Anonymous said...

Here is The Global Language Monitor

Historical Contrasts Grade level

Franklin D. Roosevelt “Live in Infamy” 11.5
Lincoln in Lincoln-Douglas Debates 11.2
Joseph Lieberman in Debate 9.9
Ronald Reagan in Debate 9.8
John F. Kennedy in debate 9.6
Sarah Palin in Debate 9.5
Lincoln “Gettysburg Address” 9.1
Richard Nixon in Debate 9.1
Dick Cheney in Debate 9.1
Shakespeare “To be or not to be” 9.0
Michael Dukakis in Debate 8.9
Martin Luther King: ”I have a dream” 8.8
Bill Clinton in Debate 8.5
Al Gore in Debate 8.4
Michelle Obama at DNC 8.0
George W. Bush in Debate 7.1
George H.W. Bush in Debate 6.6
Ross Perot in Debate 6.3

gefillmore said...

makes me wonder what level bush was at in his first debate with kerry-

I still cringe when I think of it-

also reminds me of the green day song, 'american idiot'-

don't get me wrong; I voted for bush twice-

and I am thoroughly disappointed in him and his terms in office-

but if anyone thinks that was eight years of conservatism; not in my book-

I still would never vote for gore (I'm from east tennessee) or for kerry-

anyway, God Bless America and please save us from whomever gets elected-

rhhardin said...

You may find yourself babbling or losing your place and wondering how am I ever going to bring this sentence in for a landing

Cliches are strong attractors.

rhhardin said...

Imus said the other day that he's 67 but reads at a 69 year old level.

The Drill SGT said...
This comment has been removed by the author.
rhhardin said...

/usr/games/festoon back in its day wrote at a 12.9 grade level and was complete garbage. Also used too many passive constructions.

The Drill SGT said...

I think you should consider the speaking training of Obama and McCain.

Soldiers and Politicans are trained to speak to large groups of average Americans where listener comprehension scores much more importantly than using big words.

Obama comes from an academic and legal background where the points are scored not for speaking clearly, but rather for sounding intelligent, and also for obfuscating the real meaning of your words.

Minzo said...

On a somewhat related note, I watched a Sarah Palin speech yesterday and I was impressed. I still think she's full of shit and I cannot believe the easy ride so many conservatives are giving her (That Kate Couric interview would have derailed most presidential attempts- imagine if that had been the dem VP nominee?) However this time, she actually attacked Obama on substantial issues (his voting record, views on abortion..etc)and she was confident and convincing. She dropped the whole 'dont vote for a terrorist' shtick and it markedly improved her credibility.

Anonymous said...

minzo...

Trouble is, the Katie Couric interview with Palin would never have been conducted in a manner as to make a democrat / liberal VP choice look bad.

Kirby Olson said...

The point in debates is probably to speak in 6th grade sentences whenever possible. Joe Six Pack gets those.

Kirby Olson said...

McCain is at least close.

Huan said...

the grade level of legal consent documents tend to be at the 7th grade level.

in this age of sound bites meant for TV mass consumption i am not surprise there has been a trend downward from a time when presidents had to appeal to to the elites and electorates.

George M. Spencer said...

"Lets eat out!" (1960)
McDonald's is your kind of place (1967)
You deserve a break today (1971)
Enjoy the best food at McDonald's (1973)
We do it all for you (also known as You, you're the one) (1975)
Nobody can do it like McDonald's can (1979)
You deserve a break today (1980)
Nobody makes your day like McDonald's can (1981)
We cook it all for you at McDonald's (1982)
McDonald's and you (1983)
It's a good time for the great taste of McDonald's (1984)
It's Mac Tonight (1985)
McDonald's is your place to be (1986)
Good time, great taste (that's why this is our place) (1988)
There's nothing quite like a McDonald's (1980s)
Food, folks and fun (1990)
McDonald's today (1991)
What you want is what you get (1992)
Do you believe in magic? (1993)
Have you had your break today? (1995)
My McDonald's (1997)
Did somebody say McDonald's? (1997)
McDonald's - It can happen (1999)
We love to see/make you smile (2000)
Put a smile on (2000)
Make every time a good time (2002)
Smile (2002)
I'm lovin' it (2003-present)
It's what I eat and what I do (2005, combined with 2003 slogan to make It's what I eat and what I do...I'm lovin' it.)
What we're made of (2008-present)

1886 - Drink Coca-Cola.
1904 - Delicious and refreshing.
1905 - Coca-Cola revives and sustains.
1906 - The great national temperance beverage.
1908 - Good til the last drop
1917 - Three million a day.
1922 - Thirst knows no season.
1923 - Enjoy life
1924 - Refresh Yourself
1925 - Six million a day.
1926 - It had to be good to get where it is.
1927 - Pure as Sunlight
1927 - Around the corner from anywhere.
1928 - Coca-Cola ... pure drink of natural flavors.
1929 - The pause that refreshes.
1932 - Ice-cold sunshine.
1938 - The best friend thirst ever had.
1938 - Thirst asks nothing more.
1939 - Coca-Cola goes along.
1939 - Coca-Cola has the taste thirst goes for.
1939 - Whoever you are, whatever you do, wherever you may be, when you think of refreshment, think of ice cold Coca-Cola.
1942 - The only thing like Coca-Cola is Coca-Cola itself.
1948 - Where there's Coke there's hospitality.
1949 - Coca-Cola ... along the highway to anywhere.
1952 - What you want is a Coke.
1956 - Coca-Cola ... makes good things taste better.
1957 - Sign of good taste.
1958 - The Cold, Crisp Taste of Coke
1959 - Be really refreshed.
1963 - Things go better with Coke.
1969 - It's the real thing
1975 - Look Up America. (US only)
1976 - Coke adds life.
1979 - Have a Coke and a smile
1982 - Coke is it!
1985 - America's Real Choice
1986 - Red White & You (for Coca-Cola Classic)
1986 - Catch the Wave (for New Coke)
1987 - You Can't Beat the Feeling.
1990 - Can't beat the real thing. (US & Canada only)
1993 - Always Coca-Cola.
2000 - Enjoy.
2001 - Life tastes Good.
2003 - Real. (US & Canada only)
2003 - Make It Real. (UK & Republic of Ireland only)
2003 - As It Should Be. (Australia & New Zealand only)
2006 - The Coke Side of Life.
2008 - Unity on the Coke side of Life

Must have been a lot of drinking going on in 1906.

NotWhoIUsedtoBe said...

Textual analysis is bunk. If people need a college degree to understand what you're saying, it betting be worth it. Most of the time it's not. Unless it's extremely technical, you're just expressing yourself poorly.

I can understand authors writing at a high level, but politicians should not. Especially when they say nothing in such a way that no one understands. Like John Kerry.

canajanz said...

Know your audience is a well known truism.
The soldier speaks to his troops in a language they understand.
Obama and McCain are speaking to a nation where the average [adult] reading age is gr8 and more than 50% order their lives in an oral fashion.
If the country is to make an informed decision on who should be one of the most powerful and influential people in the world the speeches NEED to be written to that level. It is important that everyone understand what they are saying (or not).
WHY the avg reading age is so low is another debate :-)