Religious rhetoric meets the target audience: Narrowcasting faith in presidential elections

Research documents politicians’ use of religious rhetoric and its effects on the public, but little work has investigated the considerations influencing the decision to use religious rhetoric in the first place. We theorize that politicians’ use of religious rhetoric is determined by four considerations: the alignment between the speaker’s and audience’s religiosity, the acceptability of the speaker’s denomination to the audience, the speaker’s religious history, and the speaker’s party. Using the 2012 presidential election as a test case, we pair county-level religion data with a content analysis of 264 stump speeches to examine how the religious aspects of candidate rhetoric changed depending on the religious contours of a community. The evidence provides insight into how and why candidates “narrowcast” faith.