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Candidate speeches: Lather, rinse, repeat
By Akilah Johnson
Globe Staff

Some White House hopefuls utter the same lines nearly verbatim at every stop on the campaign trail. Others — such as the front-runners in the New Hampshrie primary — may appear much more unscripted.

But even US Senator Bernie Sanders and businessman Donald Trump have a habit of repetition. Their remarks may not be rote, but their use of language — and specific words — is almost certainly intentional, or so say the experts.

Last week in Peterborough, Sanders, the senator from Vermont, repeatedly used the words billionaire, millionaire, absurd, Republican, and vote throughout the hourlong town hall.

“Democracy,’’ Sanders said, “is about one person, one vote; not about billionaires buying elections.’’

The same week, but in the other early-voting state of Iowa, Trump said greedy, money, press, and win over and over in a 60-minute speech.

“My whole life, I take and take. Greedy,’’ he said in the Muscatine High School gym. “Now I will be greedy for the United States.’’

Their preambles — the part of the town hall meeting before questions are asked — can be informal, filled with asides and changing from speech to speech. Much of the same can be said when it comes to answering questions.

But the themes remain consistent, underlined by repeated use of specific phrases and words.

“I don’t believe there’s any accident in political language,’’ said Richard West, an Emerson College professor who studies political communication. “It’s rather strategic. Even the repetitive use of a term is trying to ingrain a value to the voter.’’

In many ways, he said, it’s like a preacher trying to make sure the message of a sermon resonates with the congregation.

“Repeating words is away to do that,’’ he added.

Akilah Johnson can be reached at akilah.johnson@globe.com. Follow her on Twitter @akjohnson1922.