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The purpose of this study was to analyze speeches and opinion articles of four presidents of doctoral-extensive universities to determine how the four leadership frames of Bolman and Deal (1984, 1997) are manifested in the public utterances of the presidents, and whether there is any relationship between those frames and the occasion and purpose for the discourse as defined by situational contingencies and the significance of the occasion. Conclusions were drawn as to whether the president, through his/her discourse, consistently operated in one or more frame(s) apparently chosen for what occasion and/or purpose; whether there is a correlation between frame orientation in speeches and frame orientation in writings; and what their frame orientation suggests about their leadership style.