Rhetorical visions of committed voters: Fantasy theme analysis of a large sample survey

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Abstract
This study uses the presidential campaign persuasion and media coverage in the 1980 election to develop and validate a method for making empirical connections between messages and audience responses. The study applies the research method that synthesizes fantasy theme analysis, small sample Q‐sorts, and large sample survey techniques to the shared fantasies and rhetorical visions of voters in a midwestern city. The study documents and describes the extent and nature of five rhetorical visions among committed registered voters in the target city and provides a brief humanistic rhetorical critical analysis of the visions.