The impact of argumentativeness and verbal aggression on communicator image: The exchange between George Bush and Dan Rather

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Abstract
In previous research argumentativeness and verbal aggressiveness have been conceptually differentiated. This study sought to determine the effect of each concept on the image of participants in an actual public argument, the CBS news interview of George Bush by Dan Rather in January, 1988. Results indicate that both argumentativeness and verbal aggressiveness have a significant relationship to communicator image, but unexpected results occur when comparing the images of the two participants. Verbal aggressiveness negatively affected Bush's communicator image, but positively influenced Rather's. Results also suggest differences in the effects of argumentativeness and verbal aggressiveness on specific characteristics of communicator image.