Presidents Reagan and Clinton Steal the Thunder from the 2004 Campaign in June PQ Index

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Former presidents Reagan and Clinton are stealing some of the limelight from the 2004 campaign according to the Global Language Monitor's June PQ Index (Political-sensitivity Quotient).

Ronald Reagan holds the top spot in the current Index, while Bill Clinton's 'Memoirs' debut at No. 8.

Paul JJ Payack, President and The WordMan of the Global Language Monitor notes, "This development might prove helpful to the current president, George W. Bush, as it tends to obscure the Abu Ghraib 'abuse/torture' scandal, which has fallen to No. 3 from the No. 1 position in May".

The No. 2 term, economic recovery, is up over 300% for the month as the media are recounting the evidence that the recovery is gaining steam. 'Jobless recovery,' the common rejoinder to 'economic recovery' comes in at No. 9, though at a far slower rate of growth. 'Incuriosity,'

No. 1 in the April Index, continues its dramatic fall and comes in at No. 20 in the June Index.

The PQ Index is a proprietary six-part algorithm that tracks politically sensitive words and phrases in the media and on the Internet. The words and phrases are tracked in relation to their frequency, contextual usage and appearance in global media outlets.

The PQ Index is published monthly leading up to the US Presidential Elections on November 2nd, and quarterly thereafter.

June 2004 PQ Index

1. Ronald Reagan    

Comment: Once more, the 40th president takes center stage

Factor: The praises ring steady and strong

(Last month: Not Listed.)

2. Economic Recovery

Comment: Surges to the forefront as the evidence mounts

Factor: Up over 300% for the month

(Last Month: Not Listed.)

3. Abuse/Torture    

Comment: Abu Ghraib Scandal Bursts upon World Consciousness and Conscience

Factor: Still rising dramatically

(Last Month: No. 1.)

4. Resign/Resignation    

Comment: Calls for Rumsfeld's to resign were present BEFORE current crisis.     

Factor: Calls to resign not abating

(Last Month: No. 3.)

5. Embedded    

Comment: Taking on a life beyond reporting

Factor: Up slightly month over month

(Last Month: No. 11.)

6. Out of the Mainstream    

Comment: Used in derision on both sides of the aisle

Factor: More prevalent as debate becomes more strident

(Last Month: NL.)

7. Likeability Bush    

Comment: Likeability factor dramatically rising    

Factor: Kerry pales in comparison here (see No. 19)

(Last Month: No. 14.)

8. Clinton Memoirs

Comment: The other former president to snare the spotlight

Factor: Clinton's star-power evinced once more

(Last Month: NL.)

9. Jobless Recovery    

Comment: Opponents' caveat as the evidence of economic recovery mounts

Factor: Slower growth than No. 2 disheartening to Dem's

(Last Month: NL.)

10. Shock-and-awe    

Comment: Media now more shocked than awed

Factor: Slipping from the May PQ Index

(Last Month: No. 8.)

11. Misleader    

Comment: A favorite of the anti-Bush faction

Factor: Two thirds of all media usages are linked to Bush

(Last Month: No. 6.)

12. Quagmire Iraq    

Comment: Rapidly falling as the turnover approaches

Factor: Originally 'quake-mired' as in California

(Last Month: No. 5.)

13. Steadfast    

Comment: Favorite description by W's supporters: steadfast stalwart

Factor: Describes Mr. Bush with increasing frequency

(Last Month: No. 7.)

14. Flip Flop     

Comment: Jay Leno best sums up the dilemma: future president would deliver both State of Union, and rebuttal.     

Factor: 'Flip flop' still haunting Kerry

(Last Month: No. 2.)

15. War for Oil    

Comment: Familiar phrase born one year ago

Factor: Dropping as oil revenue flows into Iraq's coffers

(Last Month: No. 12.)

16. Global Outsourcing

Comment: A real hot button concerning jobs, free trade, and the direction of the economy.

Factor: Evidently a waning of interest here

(Last Month: No. 13.)

17. Rush-to-war    

Comment: Sparked the creation of the PQ Index

Factor:    Slowly losing steam

(Last Month: No. 9.)

18. Two Americas    

Comment: Rick and poor, liberal and NeoCons, etc.

Factor: Not 'resignating' with the American Public as before

(Last Month: No. 10.)

19. Likeability Kerry    

Comment: Kerry likeability falling as Bush rises

Factor: Down nearly 15% for the year

(Last Month: No. 14.)    

20. Incurious/Incuriosity    

Comment: President characterized as 'incurious' by critics; now a number attributed to Reagan

Factor: Continues dramatic fall

(Last Month: No. 4.)

About The Global Language Monitor

The Global Language Monitor documents, analyzes, and tracks the latest trends in word usage and word choices, and their impact on the various aspects of culture, with a particular emphasis upon Global English.

The GLM is supported by a worldwide assemblage of linguists, professional wordsmiths, and bibliophiles to help monitor the latest trends in the evolution (and demise) of language, word usage and word choices, and their impact on the various aspects of culture.

For more information, call 1.925.367.7557, send email to or visit

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Paul J.J. Payack
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