Buzzwords in English Parliament Elections

الملخص

This study explores the emotional and strategic use of buzzwords in English parliamentary elections through a quantitative discourse analysis of campaign speeches, party manifestos, and televised debates in 2015, 2019, and 2024 election cycles· Grounded in Critical Discourse Analysis, Framing Theory (Entman, 1993), and the PERMA  developed by Seligman (2011), outlines five core elements of well-being Positive Emotion, Engagement, Relationships, Meaning, and Accomplishment which together represent the emotional and psychological dimensions that contribute to human flourishing, the research examines the frequency, emotional valence, and rhetorical function of politically salient terms· A corpus of approximately 80,000 words from major UK political parties were analyzed using corpus linguistics tools and sentiment coding· Confirmatory Factor Analysis validated the categorization of buzzwords into five emotional dimensions, while regression analysis revealed that positively valenced and meaning-driven buzzwords significantly predicted lexical prominence· The findings demonstrate a growing reliance on emotionally affirmative and identity-framing language in post-Brexit political discourse· These results highlight the central role of emotional framing in shaping public engagement and suggest broader implications for political communication, campaign strategy, and critical media literacy·