Pronoun Usage as a Measure of Power Personalization: A General Theory with Evidence from the Chinese-Speaking World

How can the growing personalization of power be identified and measured ex ante? Extant measures in the authoritarian literature have traditionally focused on institutional constraints and more recently on individual behaviour – such as purging opposition members from (and packing allies into) government bodies. This article offers a different strategy that examines leaders’ individual rhetoric. It focuses on patterns of pronoun usage for the first person. The author argues that as leaders personalize power, they are less likely to use ‘I’ (a pronoun linked to credit claiming and blame minimizing) and more likely to use ‘we’ (the leader speaks for – or with – the populace). To test this argument, the study focuses on all major, scheduled speeches by all chief executives in the entire Chinese-speaking world – that is, China, Singapore and Taiwan – since independence. It finds a robust pattern between first-person pronouns and political constraints. To ensure the results are not driven by the Chinese sample, the rhetoric of four other political leaders is considered: Albania's Hoxha, North Korea's Kim Il Sung, Hungary's Orbán and Ecuador's Correa. The implications of this project suggest that how leaders talk can provide insights into how they perceive their rule.