This article, which is a report of the Campaign Discourse Mapping Proj
ect, draws on the speeches, ads, and news of the 1960, 1980, 1988, 199
2, and 1996 campaigns to debunk three widely held beliefs about presid
ential campaign discourse: that it has become more negative, that repo
rting on it has become more negative, and that there is little new fro
m day to day in the stump speeches of the major party presidential con
didates.