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Barack Obama: The Victor of the 2008 Presidential Rhetorical War

AP English classes have followed the campaign from a rhetorical standpoint since the beginning of the school year. Consider what we have learned:

Selection of Detail: In campaign ads and speeches, candidates have selectively presented information about themselves and their opponents. Oftentimes, information has been carefully chosen to present something that is misleading or untrue; however, by seeing only partial information, the audience draws errant conclusions.

Diction: Recall how candidates used carefully chosen words to build support for themselves or cast doubt on opponents. McCain favored "maverick," while Obama emphasized "change." Emotionally-charged words, such as terrorist, were also bandied about.

Repetition/Motifs: Over a series of ads, we saw repeated patterns. Obama's ad continuously linked John McCain to George Bush. McCain's ads repeatedly addressed the issue of experience. We noted that the politicians focused their campaign on three or four key issues, which they repeatedly addressed in speeches and ads. The "hammer in the nail" strategy worked to generate an image of the candidate and his or her opponent in your mind. Apart from issues and ideas, we saw certain words or phrases repeatedly. The McCain team addressed Obama's "spread the wealth" statement frequently over the final three weeks.

Symbolism: The McCain campaigned selected Samuel Joseph Wurzelbacher, a.k.a. "Joe the Plumber" as a symbolic representative of the middle class. In a manner, Joe the Plumber personified Obama's tax plan--at least in the eyes of Republicans.

Irony: Go back to Joe the Plumber: Under Barack Obama's tax plan, he would allegedly receive a tax cut. Yet, the McCain campaign used him as a tool against Barack Obama. Candidates frequently tried to convince voters that the other person was not who they appeared to be. (Think "Young Goodman Brown.") Also, Barack Obama claimed that he would cut your taxes while John McCain would raise your taxes. John McCain said that he would cut your taxes while Barack Obama would raise your taxes. Of course, via selection of detail, both were right.

Rhetorical Modes (reason, emotion, trust/credibility): As a class, we noted that most ads and speeches attempted to persuade via emotion and/or trust/credibility. Some used fear or anger. Others attacked character. Regardless, we noted few places to find reasoned debates comparing the candidates' positions.

Audience: All persuasive elements target a particular audience. In campaign ads and speeches, we noted that Middle Class Americans were the most frequent targets; however, we also saw ads directed at women, Rural Americans, and citizens of particular states. Based on the target groups, we could discern whose votes the candidate needed to win.

Narrative: Each campaign presented a story: First, the candidate (Obama or McCain) was characterized. We learned about their past, their obstacles, and their triumphs. Then, the conflict was presented: America in peril. America at a crossroads. America divided. The main character, or hero, was then presented as the solution. Threats or dangers were identified (namely, their opponent's views or character). The people were called upon to help the hero defeat the enemy and save America, ensuring a prosperous future.

Campaigns are stories.

Barack Obama was born into a humble family. Through his intellect, he gained admission to a prestigious university. Rather than use his degree for financial gain, he chose to return to his home in Chicago to work on behalf of the poor and unfortunate. Through grace, skill, and commitment, he earned respect and ascended into politics and community leadership. Elected to the senate in 2004, he saw corruption, mismanagement, and division. Seeking to heal the nation by uniting our divisions, he chose to run for President to bring America hope and change.

John McCain was not a virtuous youth, but he loved to country. Where others avoided Vietnam, he proudly enlisted. Capture, he was tortured as a prisoner of war for five years, during which his body was savagely and repeatedly broken. Upon release, he did not become angry and bitter, as many other Vietnam veterans did. He chose to bring change by continuing service to his country as a leader, reforming from within. He found God, changed his ways, and became a model citizen. For 30 years he served in Washington as a state senator. He refused to become part of the estalishment, speaking for himself and not repeated the words of others. The  rode the "Straight-Talk Express" and proudly bore the nickname "Maverick." Though successful financially, and able to retire to a life of luxury, McCain chose instead to serve his country. Recognizing poor leadership within his own party, he spoke out against it and chose to run for President at the age of 72 believing that the sole purpose of his life was to better his country. With fire and determination, he maintained a schedule that would weary even a young man.

Do these stories seem familiar? A political campaign is a story. There are heroes and villains. Conflicts and complications. There is a goal or objective. All the elements of traditional storytelling are used (detail, diction, characterization, irony, symbolism, motifs, themes, etc.).

And the purpose, like that of any book, is to persuade or convince the reader of something--and, of  course, that something is that the candidate is the man who deserves his or her vote.    

Whose story most convinced you? 

   

This nonprofit website donates rice to the impoverished. And, it serves as an excellent SAT vocabulary preparation tool.

Former students have benefited from this website. You imput the information being studied in class, and the website generates flash cards and practice quizzes. Plus, you can share your databases with your friends.

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