Congressman Ron Paul’s Official Presidential Campaign Site — www.ronpaul2012.com — Analyzed

Our thanks to Politics2012 reader Lighthouse for pointing us to Congressman Ron Paul’s official Presidential Campaign Site, www.ronpaul2012.com, and for doing it so quickly after we published The Many Faces of Ron Paul.

Political Messaging
Part 1 – What Ron Paul Wants You to Believe

RonPaul2012's 9 Messages 16 May 11

The above chart looks considerably more like the other presidential hopefuls’ 9 message charts, a sure sign this is indeed a Presidential Campaign site. What’s interesting here is the very strong “Lead” versus “Get Us Out Of” messaging. With the exception of Mitt Romney’s 2011 CPAC Speech Analyzed and Senator Grassley’s ‘The Scoop’ Newsletter Analyzed 8 Mar 11 2:30pmET — and those to a much lesser degree in Mitt Romney’s case and to a totally different purpose in Senator Grassley’s case — the “Lead” and “Get Us Out Of” messages tend to be of the same intensity. Here they’re obviously not. This could be an indication that Congressman Paul isn’t vacillating while waiting to see what voters think and definitely (when tied to the strong “Vision for This Country” metric) indicate a move towards an objective rather than a distancing from a problem. NextStage has written and spoken many times on the neurocognitive concepts of Towards and AwayFrom thinking (links are at the bottom of this post). Here RonPaul2012’s content provider is definitely showing Congressman Paul as having a clear direction to go in.

Political Messaging
Part 2 – What Ron Paul’s Content Provider Thinks

RonPaul2012's Content Provider 16 May 11

Wow. I’ll bet the other candidates wished their content providers believed as strongly in their success possibilities.

Gender Persuasion

RonPaul2012's gender appeal 16 May 11

That’s a nice 50/50 split. Congratulations to the folks who put this site together.

Age Persuasion

RonPaul2012's Age Appeal 16 May 11

We see here that RonPaul2012 is appealing to a small, “mature” audience. I don’t know (as we don’t look at the sites unless our technology flags us to, thus keeping our possible prejudices out of the way) if this is because the site genuinely appeals to a “mature” audience or because (as noted in previous analyses) the content is actually thought-provoking and requires a certain maturity to understand and respond to.

Even so, this content is going a little too far in that direction to appeal to a large voting audience.

What is Ron Paul Really Communicating? – Every politician wants the public to believe they are the best for the job and can get things done.

However, no individual can achieve anything in elected office unless they believe certain things about themselves because without those core, personal and identifying beliefs they will not have the intellectual power, the charisma, the social awareness and sensitivity, the negotiation skills or the creativity necessary for success in public office.

In this case, Ron Paul:

It is worth noting the subtleties displayed here; “…doesn’t know…” and “…aren’t convinced…” yet “…believes they are…”. This is a demonstration of the cognitive and emotional — thinking versus feeling — minds in conflict.

  • Has an idea of where their town/city/county/state/country needs to be but doesn’t know if they’re instrumental in making that vision a reality.
  • Has a sense of destiny for both themselves and the town/city/county/state/country and aren’t convinced anybody — including themselves — knows how to make it happen.
  • Has a sense of destiny for both themselves and the town/city/county/state/country and believes they are the only individual who can make it happen.
  • Is communicating very well to both male and female audiences.
  • Is going after Boomers.
    • But not strongly enough to stand out/win/be recognized as leading the pack.

As Lighthouse wrote in The Many Faces of Ron Paul, “There are a zillion supporter sites, Daily Paul, Ron Paul Forums etc, but only a handful of official ones.” Perhaps this author is one of them?

Regarding the real author of this material:

  • They’ve drunk the KoolAid.
  • They believe the candidate is on the level.


Links for this post:

The Many Faces of Ron Paul

Congressman Ron Paul recently announced his candidacy and upon investigating we found three website — http://ronpaul.com/, http://www.campaignforliberty.com/ and http://www.ronpaul.org/ — that claim him. In truth, as we were putting this post together we discovered so many sites that claim him we decided to go with these three regardless of others we found (if anybody knows Ron Paul’s official “I want to be US President” site, let us know and we’ll analyze and document it here). We do believe that these many faces of Ron Paul are going to dilute his message and his “market”.

In any case, here we analyze the three above noted sites to present the many faces of Ron Paul.

Political Messaging
Part 1 – What Ron Paul Wants You to Believe
RonPaul.Com

RonPaul.Com's 9 Messages 13 May 11

Political Messaging
Part 1 – What Ron Paul Wants You to Believe
CampaignForLiberty.com

Campaign for Liberty's 9 Messages 13 May 11

Political Messaging
Part 1 – What Ron Paul Wants You to Believe
RonPaul.Org

RonPaul.Org's 9 Messages 13 May 11

Perhaps the most obviously canditorial page (based on other material analyzed to date) is the RonPaul.com homepage. The different messages are most similar (intensity) to what can be thought of as “candidate” style material. This is interesting as the RonPaul.com site is not run by his campaign (readers/commenters, please let me know if this is in error).

The RonPaul.Org and CampaignForLiberty.com sites show similarities in the Leadership material and two Vision fields although the other fields are scattered. The “I Have a Vision” field is the same on all three charts.

Going with the theory that the .Org and CampaignForLiberty sites are campaign sites, it seems that Congressman Ron Paul is consistent in his belief about his own leadership ability and his visions, although all else is still in a state of flux. It may be worth returning to these sites in a month or so for comparison purposes.

Political Messaging
Part 2 – What Ron Paul’s Content Provider Thinks
RonPaul.com

RonPaul.com's Content Provider 13 May 11

Political Messaging
Part 2 – What Ron Paul’s Content Provider Thinks
CampaignForLiberty.com

CampaignForLiberty.com's Content Provider 13 May 11

Political Messaging
Part 2 – What Ron Paul’s Content Provider Thinks
RonPaul.org

RonPaul.Org's Content Provider 13 May 11

Here we see that the RonPaul.Com Fan(??) site, if this is run by fans, aren’t holding out lots of hope for their candidate or the man in general. Similarly, the CampaignForLiberty.com site doesn’t demonstrate lots of hope for Ron Paul’s campaign success although they do believe he’s on the level.

Most interesting is the RonPaul.Org site. This is the most political due to it’s being “scrubbed” and demonstrating (at least a) non-negative confidence.

Gender Persuasion
RonPaul.Com

RonPaul.Com's gender appeal 13 May 11

Gender Persuasion
CampaignForLiberty.Com

CampaignForLiberty.Com's gender appeal 13 May 11

Gender Persuasion
RonPaul.Org

RonPau.lOrg's gender appeal 13 May 11

The RonPaul.Com site is the most gender neutral, hence is appealing to the largest possible gender audience spectrum. While the CampaignForLiberty site has a decided male bias, the RonPaul.Org site is definitely male directed. Look at the three sites (as of 15 May 11 and shown at the bottom of this post) and the reasons for much of what’s presented here become obvious.

  • The .Com site is largely text with a small image in the “God Spot” (see NSE Consumer Research Paper – Designing an Email Newsletter for Maximum ROI for information on the “God Spot”) and even that image is largely text in demonstration.
  • The CampaignForLiberty site has four immediately visible images with provocative phrasings (“End…”, “Audit…”, “Repeal…” and “Get Involved”). The other main image is Ron and Carol Paul with Ron in the dominant position.
  • The .Org site makes excellent use of the God Spot (twice, for that matter) while also using some western cultural male oriented images (Ron Paul on a tractor, the Statue of Liberty and the Eagle. The left most image is of Ron Paul himself in a face front, eyes on the visitor stance. This is excellent us of headshots when the upper right, God Spot, image is considered side by side. The God Spot image presents the left cheek. Not only is Ron Paul facing the visitor and into the page (excellent use of visual mirror imaging concepts), it’s also sending the non-conscious signal “I am your friend and can empathize with you”. Meanwhile, the left hand image, while also facing into the page (mirror imaging again) is also presenting the right cheek on the left side of the page, signaling “I’m analyzing (you) and am highly rational”. Nicely done, page designers, even if you didn’t know what you were doing.

In any case, the use of specific images causes the .Org site to be heavily male shifted.

Age Persuasion
RonPaul.com

RonPaul.Com's Age Appeal 13 May 11

Age Persuasion
CampaignForLiberty

CampaignForLiberty Age Appeal 13 May 11

Age Persuasion
RonPaul.Org

RonPaul.Org Age Appeal 13 May 11

The .Com site and the CampaignForLiberty sites are far better oriented for communicating Ron Paul’s message to an audience, with the .Com site clearly appealing to a larger audience. What is also demonstrated is that the .Org site, while having some definite design strengths, doesn’t really generate any long term emotional appeal in any given audience to both attract and maintain an audience share.

What is Ron Paul Really Communicating? – Every politician wants the public to believe they are the best for the job and can get things done.

However, no individual can achieve anything in elected office unless they believe certain things about themselves because without those core, personal and identifying beliefs they will not have the intellectual power, the charisma, the social awareness and sensitivity, the negotiation skills or the creativity necessary for success in public office.

In this case, Ron Paul:

I was surprised to see that Ron Paul may be considered hawkish and then again, that’s the site with the western cultural male images of dominance.

  • .Com – Believes they have a good shot for elected office or staying in their current office (if midterm, etc).
  • CampaignForLiberty – Has an idea of where their town/city/county/state/country needs to be but doesn’t know if they’re instrumental in making that vision a reality.
  • .Org – Has an idea of where their town/city/county/state/country needs to be but doesn’t know if they’re instrumental in making that vision a reality.
  • .Com – Has an idea of where their town/city/county/state/country needs to be but doesn’t know if they’re instrumental in making that vision a reality.
  • CampaignForLiberty – Has a sense of destiny for both themselves and the town/city/county/state/country but doesn’t have a clue how to make it happen.
  • .Org – Has an idea of where their town/city/county/state/country needs to be and does not believe they’ll be part of the leadership that takes it there.
  • .Com – Has a sense of destiny for both themselves and the town/city/county/state/country and aren’t convinced anybody — including themselves — knows how to make it happen.
  • CampaignForLiberty – Has a sense of destiny for both themselves and the town/city/county/state/country and aren’t convinced anybody — including themselves — knows how to make it happen.
  • .Org – Has a sense of destiny for both themselves and the town/city/county/state/country but doesn’t have a clue how to make it happen.
  • .Com – Has a sense of destiny for both themselves and the town/city/county/state/country and believes they are the only individual who can make it happen.
  • CampaignForLiberty – Has a sense of destiny for both themselves and the town/city/county/state/country and believes they are the only individual who can make it happen.
  • .Org – Has a sense of destiny for both themselves and the town/city/county/state/country and aren’t convinced anybody — including themselves — knows how to make it happen.
  • .Org – They’re paying more attention to their advisors than to the public.
  • CampaignForLiberty – May be considered politically towards the Right by their audience.
  • .Org – May be considered hawkish by their audience.
  • .Com – Is communicating very well to both male and female audiences.
  • .Org – Is directing their message to a primarily male audience.
  • .Com – Is targeting a reasonable demographic.
    • .Com – But not strongly enough to stand out/win/be recognized as leading the pack.
  • CampaignForLiberty – Is targeting a reasonable demographic.
    • CampaignForLiberty – But not strongly enough to stand out/win/be recognized as leading the pack.
  • .Org – Is going after Boomers.
    • .Org – But not strongly enough to stand out/win/be recognized as leading the pack.

I’m wondering if it’s possible that the .Org site’s content providers believe Ron Paul has a slim chance of winning the race because they’ve really worked to remove any BS before publishing to the site.

Regarding the real author of this material:

  • .Com – They don’t think this candidate has a real chance of winning anything.
  • CampaignForLiberty – They don’t think this candidate has a real chance of winning anything.
  • .Org – They think this candidate has a slim chance of winning the race.
  • .Com – They think the candidate should be fact-checked.
  • CampaignForLiberty – They believe the candidate is on the level most of the time.
  • .Org – They really worked this to remove any BS before publishing.

RonPaul.com Homepage

RonPaul.Com 13 May 11

CampaignForLiberty Homepage

CampaignForLiberty 13 May 11

RonPaul.Org Homepage

RonPaul.Org 13 May 11