Changing Addresses: President Obama's

evolution through six State of the Union

addresses
President Obama's Addresses 2009-2014

Hamilton Place Strategies provides analysis, communications, and

advocacy solutions at the intersection of government, business, and
media.

Executive Summary
We analyzed President Obama's six State of the Union addresses (2009-2014) to
discern trends and shifting policy priorities over time.
Over all of his State of the Union Addresses, the President's most used two words
have been "more" and "now."
While domestic policy issues have largely dominated his presidency, foreign policy has
been on the rise as a topic in recent years.
Among domestic policy issues, the economy has dominated the speeches, though the
way he talks about the economy has changed.
Early discussion about the crisis and the broader economy has given way to an
emphasis on wages and inequality in recent years.
The debt and deficit, which was once a major area of discussion has almost
disappeared from the speech.
Despite health care reform being one of his biggest legislative accomplishments, the
President has not made it a major focus of any Address.
The President has changed how he addresses energy, with much more focus on oil and
gas than was the case in earlier addresses.
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The President's Most Frequently Used Words Are

"More" and "Now"
Most Frequently Used Words (2009-2014)
more
now
new
jobs
people
america
american
years
work
americans
year
make
one
time
know
energy
help
right
congress
economy
tax
plan

153
147
141
138

256

173
158

118
113 116
110
108
103
100
99

87
84
84
82
81
77

40
0

30

2009
2010
2011
2012
2013
2014

60

90

120

150

Includes words used at least 20 times in at least one State of the Union address.

180

210

240

270
2

Domestic Policy Concerns Have Dominated The State

Of The Union Under President Obama
Share Of Speech By Policy Area

100%

6,119

7,229

6,834

7,022

6,799

6,980

2009

2010

2011

2012

2013

2014

General
comments
Foreign
policy
Domestic
policy

Among Domestic Policy Issues, The Economy Has

Dominated The State Of The Union
Share Of Domestic Policy Discussion By Number Of Words

100%

5,190

5,301

5,293

5,580

5,077

4,637

2009

2010

2011

2012

2013

2014

Other
Energy
Health Care
Education
Budget
Economic

Over Time, The President Has Talked About The

Economy More In Terms Of Wages And Inequality
Share Of Economic Discussion By Key Words

100%

115

120

95

141

137

141

2009

2010

2011

2012

2013

2014

Economy,
economic,
recovery,
crisis
Jobs, job,
work, workers
Debt, deficit,
spending
income, pay,
earn, earned,
wages, wage
Inequality, fair,
opportunity,
class

The President Has Spent Comparatively Little Time

Discussing Health Care, His Most Notable Legislation
Share Of Speech Devoted To Health Care Policy

100%

All other topics

Healthcare

6,119

7,229

6,834

7,022

6,799

6,980

2009

2010

2011

2012

2013

2014
6

The President Has Also Changed How He Talks About

Energy, With More Discussion Of Oil And Gas
Share Of Energy Discussion By Key Words

100%

19

30

17

12

2009

2010

2011

2012

2013

2014

clean
climate
gas
oil

In Summary, The State of the Union

2009

"will emerge stronger"

2010

"is strong"

2011

"is strong"

2012

"is getting stronger"

2013

"is stronger"

2014

"strong"

2015

?
8