A fairly recent article in the NY Times (Link: http://www.nytimes.com/2007/12/31/us/politics/31oppose.html?_r=1&oref=slogin) did an analysis of the typical pronouns that the three Democratic candidates use, and the author broke it down this way. Obama likes to use "we," "us," and "our." Clinton uses "I" a lot. And Edwards uses "they" or "them" often because of the way he brands himself as a fighter against special interests and big money in the political process--the two Americas theme.
Being the good rhetorician that he is, Obama uses the first person plural to make people believe they're part of a movement or something larger. Edwards uses the familiar Teddy Rooseveltesque "us against them" trope. And Clinton's dropping of "I" in her speeches isn't helping her chances. The use of the first person singular in political rhetoric can create a feeling of personal entitlement, which only compounds her campaign's problems.
Rhetorically-speaking, an audience is more likely to be persuaded by the first person plural or the third person. Both can create community and commonality. "I," in this context, creates distance.
My picks tomorrow in the two contests:
GOP
McCain 35%
Romney 30%
Huckabee 11%
Dems
Obama 42%
Clinton 26%
Edwards 22%
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