Bachelors Thesis May 15 th, An Analysis of President Barack Obama s. Inaugural Address. Written by: Astrid Tronhjem Johansen

Transcription

1 Bachelors Thesis May 15 th, 2009 An Analysis of President Barack Obama s Inaugural Address Written by: Astrid Tronhjem Johansen Supervisor: Sanne Haase Aarhus School of Business BA in Marketing & Management Communications

2 Executive Summary The thesis presents an analysis of Obama s Inaugural Address, which he presented on January 20 th, The difference between a good and bad speech can be narrow, however there are essential factors to be aware of in order to deliver a successful speech. The analysis indicates that the speech was of persuasive character. Obama created a structure in the speech, which helped to establish his credibility in the eyes of the public by means of rational appeals. Furthermore, he managed to appeal to the emotions of the public, because he created a shared common ground with his public. Also, he ensured that the audience could identify with him and his arguments, by building the arguments on American values. Prior to his Inauguration and during campaign, Obama used the internet, and especially the social media, very effectively and established a good relation to his public. The relationship and dialogue, between Obama and his public, are reflected in the speech, because he gathers the audience around values, which they are able to identify with. Also, he ensures to provide examples of his arguments, which strengthens his statements and his trustworthiness. He uses the emotional appeal to call for action among the American people, and thereby encourage them to act responsibly and have faith in the future. Obama achieves to create a persuasive speech by means of different communicative tools. These are discussed and analysed through public relations theories and theories on persuasive communication. Student Id:

3 Table of contents 1 Introduction Problem statement Method & Structure Delimitation Theoretical Framework Origins of Public Relations Theories Persuasive Communication Background The Purpose of the Inaugural Address Analysis of the Inaugural Address The audience The Primary Audience: The American People The Secondary Audience: Stakeholders The Type of Audience The Medium The Media Usage during the Campaign The Inaugural Address and the Media Persuasion The Rhetorical Triangle The Rational Appeal The N-A-R Structure The Narrative The Arguments The Refutation Tactics Ethical Appeal Establishing Goodwill Intelligence & Virtue Emotional appeal The calls for action Changing the Attitude Conclusion...27

4 7 Bibliography Appendices Appendix A Appendix B Appendix C: Appendix D: Appendix E...39 Student Id:

5 1 Introduction On November 4 th, 2008, Barack Hussein Obama, in the following mentioned as Obama, was elected as the 44 th president of the United States of America (the US). He made history by being the first black president in the US ever, which increased the attention on the inauguration. On January 20 th, 2009, Obama gave his Inaugural Address in Washington D.C. The speech was given significant interest worldwide, which meant that he had to address a large audience. The purpose of this thesis is to clarify how the Inaugural Address was structured and what type of communicative tools Obama made use of. The assumption is that the speech was of persuasive character, which is why persuasive communication and public relations will be used as the theoretical framework. The audience of the Inaugural Address was huge. It consisted of the American people as well as both national and international stakeholders; every one of them was watching the inauguration of the newly elected president. The persuasiveness and effect of the speech depends, among others, on ensuring that the speaker is familiar with his audience. Therefore, the primary and secondary audience will be determined. Furthermore, the type of audience will be discussed, because it is important in relations to how to address the audience most efficiently. In public relations, as the name reveals, the relationship between the speaker and his public is essential to the impact his message will have. In Obama s case, it is relevant to discuss his use of media during the campaign and on the day of the Inauguration, because it affected his relation to his publics and the way he could address them in the speech. Also, the persuasive element of the speech is important, because Obama aims to persuade his publics of his beliefs on political matters, values and the future of the US. An analysis of how the persuasive elements in the speech were established will be conducted. A theoretical framework of theories on public relations and persuasion will function as the foundation for the arguments stated in the thesis. Furthermore, an interview with a professor in rhetoric has been conducted. The interview provides statements about the rhetoric in the speech which will supplement the traditional sources. Student Id:

6 1.1 Problem statement On the 20 th of January 2009, Barack Obama delivered his Inaugural Address in Washington D. C. Based on public relations theory and related communicative theories, how was the Inaugural Address structured? How did Obama s speech reach his audience and stakeholders, and what communicative tools and rhetoric approaches did he make use of? 1.2 Method & Structure The analysis of the Inaugural Address will be based on Public Relations Theories and theories on persuasion. This theoretical approach will help clarify how the speech has been structured and what effect it resulted in. The basic assumption of the thesis is that the purpose of the speech is to communicate effectively to the public and persuade them to believe Obama s point of view on politics, values and the future. The first part of the thesis serves to provide the reader with the background information necessary to comprehend the contextual framework. In the next section, the characteristics and purpose of the speech are presented by means of Grunig and Hunt s Four Typologies. Hereafter, the analysis of the speech is presented. The first part of the analysis defines the audience, which will be categorised into a primary and a secondary audience, and a characterisation of the type of audience will also be presented. The second part of the analysis addresses the medium. Here, Obama s use of the internet and social media is discussed based on theories on persuasion. Third, the structure of the speech is analysed by means of the N-A-R structure, which is a typical structure for persuasive communication such as speeches and proposals. Furthermore, Toulmin s Pattern of an Argument will be applied. The final section of the analysis discusses persuasion and the uses of appeals by means of the Rhetorical Triangle, which was first presented by Aristotle. Here, the use of Ethos, Pathos and Logos will be discussed in the context of clarifying credibility, emotional appeal and the rational of the speech. Furthermore, an interview with Professor in rhetoric, Jonas Gabrielsen from Copenhagen Business School (CBS), has been conducted, which will be used in the analysis on persuasion as well. The final section of the thesis concludes on the analysis and sum up the findings of the analysis. Student Id:

7 1.3 Delimitation The thesis belongs within the field of external communication. More specifically, the thesis addresses a communicative issue, in which public relations theories and theories on persuasive communication will be used. The aim of the thesis is to analyse Obama s Inaugural Addresses with regard to the use of communicative tools and the structure. Therefore, Obama s oratory and visual appearance on video, television etc. will not be discussed, since this is beyond the scope of the report. Political matters will not be discussed either. The focus will be on the communication in the written speech. The use of public relations theories and strategic communication theories will emphasise the coherence between the scope of this thesis and the Marketing & Management Communications Programme. 2 Theoretical Framework Theories on public relations and persuasive communication will be used to analyse the Inaugural Speech written by Obama and his staff. Therefore, it is necessary to understand these theories and how they appeared. First, the origins of the public relations theories will be discussed. Hereafter, the persuasive communication, inclusive the public relations theories, will be explained. 2.1 Origins of Public Relations Theories For many years PR has been used by governments, churches and other institutions in order to gain the support of the people (Tench & Yeomans: 2006, p. 7). In the US public relations was first widely used within politics. An example is Theodore Roosevelt, who used the press very well during his campaign, which can be argued to be the beginning of political public relations. Another example could be the use of public relations during the Second World War, where America s interests and identity were communicated overseas (Tench & Yeomans: 2005, p. 10). Student Id:

8 According to Grunig and Hunt (1984) the definition of public relations is: the management of communication between an organisation and its publics (Tench & Yeomans: 2006, p. 5). This is, of course, a very simplified definition, but it presents a good platform of what public relations theory is. Furthermore, it leaves open what context and what practice public relations take place in, which means that the only certain thing about public relations is that it concerns management communication and external relationships (Tench & Yeomans: 2006, p. 5). The public relations theories are relevant in this thesis, because in Obama s Inaugural Address he communicates with his public. Prior to the Inauguration he performed a lot of public relation by using social media to communicate with his public. These matters will be discusses later in the thesis. 2.2 Persuasive Communication Persuasive communication is a theoretical tool, which can be used in public relations. Persuasive communication has been used through many years and for many different purposes. Grunig and Hunt present the Four Models of Public Relations: The press agentry model; the public information model; the two-way asymmetrical model and the two-way symmetrical model (Tench & Yeomans: 2005, p. 147). These four models are important when the nature of e.g. a speech must be determined, and this theory will be applied in the section 4, The Purpose of the Inaugural Address. One of the fields where persuasive communication has been widely used is within politics. When addressing the public politicians have to have a well structured and concise plan for what they whish to communicate, otherwise they might communicate something contradictory or seem unprepared (Tench & Yeomans: 2006, p 10). Therefore, persuasive communication is essential for getting the right message through to the audience in the right context, by means of the right channel. An important element in persuasive communication is the structure of the content. The way a text is structured is essential to the level of persuasiveness it will have. The N-A-R structure (Narrative, Arguments and Refutation) is an effective structure to create persuasive texts, especially, when addressing a neutral audience, because it does not begin by justifying the topic, which is the case in many other structures of persuasive texts (Disanza & Legge: 2005, p. 229). Student Id:

9 Within the structure of a persuasive text we find the argument. The argument serves to create a logic sequence of the content amongst the audience. According to Toulmin, an argument takes on a certain pattern in order to appear logic and valid (Toulmin: 2003, p. 89). The simple pattern of an argument consists of Data, a Warrant and a Claim (Toulmin: 2003, p. 92). A more complex version of the pattern of the argument can be found; however the simplified version will be applied here, because most of the arguments used in the speech are of abstract and visionary character. The complex version of the pattern of an argument is better suited for cases, where there is, to some degree, a right or wrong conclusion. The Data represents the starting point and reason for even putting the argument out there. The Warrant is a general statement, which seeks to qualify the Claim. The Claim is the actual conclusion within the Claim, which is based on the data and warrant, and aims to appeal to action within the audience (Toulmin: 2003, pp ). The Elaboration Likelihood Model states that there are two routes to persuasion, i.e. the central route and the peripheral route (Tench & Yeomans: 2006, p. 275). The central route represents a situation in which the audience has given a lot of thought to the arguments given by the sender. The decision has been evaluated carefully, before action was taken and the change of attitude will be long lasting. Opposite is the peripheral route, which is primarily used in advertising, and describes the short term decision where only little consideration has been given to the persuasive arguments in the message (Tench & Yeomans: 2006, p. 275). This model helps to characterise an audience. Another important issues when characterising the audience, is for the speaker to know their interpretation of the message he is communicating. Whether the audience is favourable, apathetic, neutral, active or hostile has great impact of how the message must be structured (Disanza & Legge: 2005, p. 132). In order for the communicator to persuade his or her audience, three main rhetorical elements must be addressed, i.e. Ethos, Pathos and Logos, which Aristotle presented many years ago (Kasch: 2005, p. 19). To gain the trust of the audience it is important for the speaker to establish credibility, which is done by means of the ethical appeal, i.e. Ethos (Kasch: 2005, p. 19). Aristotle also emphasised the importance of creating Pathos, the emotional appeal, among the audience, which aims to change the attitudes of the audience and induce them to take action on the issues presented (Kasch: 2005, p. Student Id:

10 27). Finally, Aristotle found that Logos, i.e. the rational appeal, is an important tool to make the audience more likely to accept the argument presented by the speaker. These three rhetorical approaches will be used in the analysis of the Inaugural Address in order to examine, how they can all lead to a well structured and persuading speech which will have impact on the audience. 3 Background Barack Hussein Obama was born on August 4, 1961 in Hawaii. His father was from Kenya and his mother from Kansas, US. He was raised by his mother and his grandparents in a middle-class society, where he was taught that hard work and education should move him forward. His mother taught him about empathy and good values, which still stays with him today (President Obama, the White House). In a sense, Obama represents the American history, because he, like the average American, had to work his way up in society. He borrowed money to go to school, because his parents did not have a lot of money. In 1985, when he finished college, he moved to Chicago, where he helped to rebuilt communities in co-operation with churches. In 1991, he went to Harvard Law School, where he was the first African-American to become president of the Harvard Law Review. He returned to Chicago, and after practicing law, he was elected to the US Senate in 2004 (Obama s Profile). Obama describes himself as a man of strong values, who firmly believes that a country should be lead by politics based on the values of the people. To him, it is obvious that the heart of politics should be the values shared by the American people (Obama: 2006, p. 52). He pursues to approach the politics with an objective state of mind (Obama: 2006, p. 48). He considers himself to be one of the American people, and is aware of the shared values amongst the American people. An example is from his biography in which he states that some of the core values of the American people are community, patriotism, faith and so on (Obama: 2006, p. 55). As will be proved later, these values are important to the persuasiveness of the speech. When Obama was elected the 44 th president of the US on November 4 th, 2008 the country was already in a deep crisis. Most Americans was affected by the crisis and felt the problems rise (Credit Crunch). This is important with regard to the Inaugural Address, which Obama presented on Student Id:

11 January 20 th, 2009, because he addressed many of the issues that the average Americans were dealing with at the time. It is important to consider the economical and societal situation in the US when Obama gave his inaugural speech, because the speech is based on the context of the audience, i.e. the American people (Appendix A, the Inaugural Address). As will be discussed later, Obama aimed to shape the message of the speech to meet his audience and the situation of the country, which is an important purpose of the speech. 4 The Purpose of the Inaugural Address The Inaugural Address serves the purpose of introducing the public, i.e. the American people, to their newly elected president. It is the first time that the president officially speaks to his people after taking the oath. Therefore, it is the perfect chance for Obama to communicate his plans for the country, the values he and the new government represents and what the public can expect of the future to come. This type of public relations is referred to as two-way asymmetric communication by Grunig and Hunt, because it serves to create a common understanding between the audience and the speaker (Tench & Yeomans: 2005, p. 147). However, this means that the speaker will persuade the audience to perceive the speaker and the organisation in the strategically intended way (Tench & Yeomans: 2006, p. 147). Another important element in the two-way asymmetric communication is the feedback from the audience. This feedback serves the purpose of maintaining a good reputation in the eyes of the audience (Tench & Yeomans: 2006, p. 147). It allows for the speaker to adapt and improve future communication to the audience to be more persuasive, which is exactly what Obama aims to achieve. The purpose of the speech is to communicate with the public and reach out to them and gain their support. Obama wants to win the trust and support of the people. The speech aims to state the values of the newly selected president and what he aims to do (Appendix B, Interview). However, it also serves to persuade the public that the skills and political beliefs of Obama are what the country and the American people need. It serves to ensure the public that Obama is the best leader for the country and encourage them to support him. There are three main messages in the speech, which Obama communicate to his publics. First, he states the facts of the situation that the country finds it self in. Second, he creates a common ground Student Id:

12 between him and his audience, where shared values connect them. Third, he emphasises the strength of the country and the American people, in order to create hope and belief a positive attitude towards the country and in the public. 5 Analysis of the Inaugural Address When Obama delivered the Inaugural Address his intention was to persuade the public of his beliefs. He addressed a huge audience, which consisted of the American people as well as stakeholders nationally and internationally. In order for him to successfully communicate with the public, both rational and emotional appeal had to be incorporated into the speech. Furthermore, he had to be perceived as a credible person to ensure that the message would be accepted by the audience. Therefore, the structure has been carefully established and the rhetoric triangle is present in order to ensure a persuasive message in the speech (Kasch: 2005, pp ). The inaugural speech was shown worldwide and a lot of different people were watching as Obama spoke in Washington D. C. He was entering one of the most powerful positions in the world and therefore, everybody s eyes were on him. Every word that Obama would say that day would be analysed thoroughly afterwards, and therefore every word had to be chosen carefully. As a fact the speaker can only send messages to an audience; however, the difficult task is to involve the audience and let them shape the message in their minds (Newsom & Haynes: 2005, p. 320). Hereby, it becomes two-way communication and thereby the most effective one. This is what Obama strives to achieve in his speech. In the following the inaugural speech will be analysed. The structure of the speech will be analysed by means of the N-A-R structure. Public Relations Theories and the Rhetorical Triangle, i.e. Ethos, Pathos and Logos, will be used to analyse the content of the speech. 5.1 The audience In order to deliver a successful speech it is vital that the speaker knows his audience (Newsom & Haynes: 2005, p. 320). The speech is a persuasive communicative tool and in order to persuade the audience and shape their beliefs, the messages in the speech must be constructed in the right way. Student Id:

13 When the nature of the audience is known, the content of the speech can be planned and encoded in the most effective way (Disanza & Legge: 2005, p. 10). However, due to the fact that the speech is given in North America, it can be dangerous to pay too much attention to the demographics of the audience. North America is a diverse capitalist society, which means that it is difficult to adapt the message to the audience (Disanza &Legge: 2005, pp ). In that context, Obama should only adapt his message to specific group differences if he is certain that they share his point of view (Appendix B, Interview). Therefore, this section provides a simplified categorisation of the audience, which only clarifies the main characteristics to give the reader an idea of who Obama is addressing in his speech. As will be discussed later, Obama based his communicative approach to the public on the values and beliefs of the American people, as he sees them (Obama: 2006, p. 55). Below, the primary and secondary audiences are explained as well as what type of audience they represent, e.g. neutral, hostile etc. The primary audience is the American people and the secondary audience is represented by all other stakeholders (national and international) The Primary Audience: The American People The US holds a population of 307,212,123 people (2009). The 0-14 year olds measures 20.2 %; the year olds measures 67 % of the population and finally, 65+ years olds measures 12.8 % (The CIA Fact-book). Besides the year olds, the two latter groups are the part of the American people Obama addresses in his speech, because they are old enough to vote, and they are representing the primary audience. The American people is very diverse and consist of a wide variety of religions, nationalities, race etc. There are several ethnic groups in the US The largest group is the white people (76,96 %), the second largest is the black people (12,85 %) and the third group is the Asian people (4,43 %) (The CIA Fact-book). Naturally, there are more groups, but they all make up less then 1 % each of the population and will not be elaborated on here. The dominant religion is Christianity and the two most spoken languages in the country are English (82.1 %) and Spanish (10.7 %) (The CIA Factbook). These characteristics indicate that the primary audience is very diverse, which makes it Student Id:

14 difficult to reach everybody with the speech. However, as will be discussed later, the definition of the type of audience can help clarify the audience s interpretation of the message Obama intended to communicate. The American people are curious to find out who their new president is, what his political beliefs are based on and what kind of values he believes in. All of this will affect their lives and they seek to become familiar with their new leader The Secondary Audience: Stakeholders The secondary audience consists of both national and international stakeholders. The term stakeholders refer to those who have a stake or interest in the organisation (Tench & Yeomans: 2006, p. 241); however, in this context it refers to those who have a stake or interest in Obama as the president of the US and the US as a country. The stakeholders are very diverse in this context, which means that they vary from private businesses organisations, to Non-profit organisations (NGO s), to governments and institutions from other countries and so on. All of them are interested in finding out how Obama intends to lead the country in the future. They want to find out what his political stand points are, what his values are and all the matters that will affect them to some degree The Type of Audience One of the reasons why it is difficult to make an exact definition of Obama s audience is because there are many different types of audiences within the audience. Therefore, it is helpful to look at the type of audience in order to shape the communication accordingly. Obama was elected by the American people. For a year, the public carefully followed the campaign in which Obama and McCain competed and argued to get the most votes. Many arguments have been stated through the campaign by both presidential candidates, and therefore the audience has had a good change to consider, who they wanted to vote for and why. Student Id:

15 It must be assumed that the majority of the American people have been through the central route, because the choice is strongly connected to their beliefs and emotions on the political matter. The messages communicated by Obama through the campaign have changed their beliefs on a long term basis (Tench & Yeomans: 2006, p. 275). Therefore, it is very important that he ensures the audience that they made the right choice. The Inaugural Address must prove Obama to be credible in order to convince the audience that they have elected the right leader for the country. Even though a part of the audience might be apathetic, hostile or the like, it must be assumed that average of the audience is neutral to the content, which Obama delivers (Disanza & Legge: 2005, p. 133). After all, he did get elected by the majority of the voters, and therefore it must be assumed that the majority of those interested in his speech have a neutral or positive attitude towards Obama and the inauguration. The neutral audience encourages the speaker to use the N-A-R structure in the speech, which will be discussed further in the section on the rational appeal. 5.2 The Medium Now that the audience has been identified, it is important to look at the channel through which the speech was transmitted. One of the most important media used by Obama was the Internet. Communication with the public during the campaign, by means of social media, prepared the public for the speech. Through this media he managed to reach his target audience both nationally and internationally The Media Usage during the Campaign The use of social media in Obama s campaign has gained a lot of attention in the media, and thereby also amongst the public. As an example, Obama s website ( was centred on the people and those contributing and supporting the campaign. In the website it is e.g. possible to create a profile, donate money and to share information regarding the campaign with other online friends, online followers etc. by means of social media, such as Twitter ( Facebook ( and linkedin ( (Appendix E, Obama Everywhere). Student Id:

16 To interact with his public, Obama created a profile on Twitter, named obamainaugural which was centred on the Inaugural Address (Appendix D, Obama s Twitter Profiles). Here, he could communicate with his followers on Twitter (similar to the term friends on facebook) and e.g. advising them on direction, showing pictures etc. This was a way of showing that he is one of the people and that he was interested in their opinions on different matters. It was a very clever way to use the media, because it provides a lot of opportunities to Obama. As an example, he organised to have the Inaugural Address posted online right after it had been presented, which encouraged people to have a closer look at what had just been said. Thereby, the public was enabled to both hear the speech on TV or via the internet (e.g. and at the same time they could read the speech word by word. This is an effective way to communicate with the public, because the video representation of Obama giving the speech appeals to the emotions of the audience; whereas the written speech increases the credibility and believability of the content of the speech (Newsom & Haynes: 2005, p. 54). That way, the speech became very effective and persuasive. Today, Obama also have a more general profile on Twitter, which is being updated regularly as an ongoing interaction with the public (Appendix D, Obama s Twitter profiles). Because he uses Twitter and other social media, he indicates that he wants to be in dialogue with his public. Thereby, Obama communicates that he is interested in interacting with the public and that he is one of them. This makes it easier for them to relate to Obama and thereby they become more willing to accept his ideas and arguments (Newsom & Haynes: 2005, p. 49). Obama was very successful in creating interaction with his supporters and followers during the campaign (Appendix C, The Online US Population). The use of social media prior to the Inaugural Address shaped a common ground for values and statements that Obama wanted to represent. Specific word and sentences used during the campaign described Obama and his political agenda, e.g. Change we need and Yes we can (Election night). These sentences and phrases made it easier for the audience to relate to the speech because they were able to recognise some of the content. Thereby, the audience was more likely to identify with Obama and his arguments. Student Id:

17 5.2.2 The Inaugural Address and the Media The speech has been written with regard to the fact that the internet and social media would be routes of communication through which the speech would be received (Huckin & Olsen: 1991, p. 67). Obama s presidential campaign has been centred on dialogue with the American people, and it has increased the interest of Obama in the media. High media coverage usually raises high interest amongst the public (Newsom & Haynes: 2005, p. 52), which was also the case with Obama. As mentioned, the speech has been written to meet the interests of a large public. During the campaign Obama has been visible in a huge amount of social media platforms, and the speech clearly indicates that it is not only directed at the audience in front of him on January 20 th, but more to all the people watching him on TV or via the internet. Therefore, the speech has been structured in a way that strives to address the needs and interests of the audience in the best way possible. 5.3 Persuasion The Rhetorical Triangle There are several factors to consider when structuring a speech, especially, when the audience is very diverse, as it is the case here. When delivering a speech, it is essential that it persuades the audience, in order for them to perceive the message in the intended way and for them to believe what is being said. To enhance trustworthiness (ethos), emotional appeal (pathos) and logical sequences (logos) different rhetorical tools can be applied. According to Aristotle, the use of the Rhetorical Triangle can persuade the audience and affect the way they perceive a message (Kasch, H.: 2005, p. 29). Therefore, by means of the Rhetorical Triangle, the structure and the use of communicative tools in the speech will be analysed. Also, Toulmin s patterns of an argument will be applied in relation with some of the arguments in the speech (Toulmin: 2003, p. 90) The Rational Appeal A very important factor when giving speeches is the structure of the speech. The structure and flow of information must be logical to the audience, in order for them to accept the messages and the statements made by the speaker. Not only does the content of the speech matter, the order, i.e. the structure, of the content affects the persuasiveness of the speech as well (Kasch: 2005, 26). The Student Id:

18 speech is strategically planned communication and therefore, it has to be well structured in order to be successful (Newsom & Haynes: 2005, p. 319). In order to present the ideas and thoughts in the best way possible there must be a logical sequence of information in the speech (Newsom & Haynes: 2005, p. 323). Obama s speech can be argued to be a proposal to the American people and to the relevant stakeholders, because he seeks to persuade the public to take his point of view on politics, values and the future of the country. His ability to persuade the public is essential to the success and persuasiveness of the speech, and thereby the impact of his message (Disanza & Legge: 2005, p. 225) The N-A-R Structure A good speech can take many shapes. However, the Inaugural Address is of persuasive character. It includes testimonials and Obama s own experiences as well as the values of the US as a nation. As mentioned earlier, the audience is assumed to be neutral, and therefore the structure of the speech is built upon the N-A-R (Narrative, Argument & Refutation) Structure (Disanza & Legge: 2005, p. 230). The N-A-R structure is mostly used when there is no need for topic justification and when the speaker is proposing an idea or vision to a neutral audience (Disanza & Legge: 2005, p. 230), which is the case with Obama s inaugural speech. The speech begins with an introduction, which serves to gain attention and establish the credibility of the speaker. To gain the attention of the public Obama begins his speech as follows: My fellow citizens: I stand here today humbled by the task before us, grateful for the trust you've bestowed, mindful of the sacrifices borne by our ancestors (Appendix A, the Inaugural Address, p. 1). When Obama says my fellow citizens he let the public know that he is one of them, which allows them to identify with him. He mentions three keywords to describe his perception of the situation: humbled, grateful and mindful. These keywords make him appear humane, because he describes his state of mind with words of impact. Thereby, he manages to gain the attention of the audience and Student Id:

19 make them curious of what comes next. Afterwards, he makes a short formal note to the former president Bush, which indicates that he respects him and what he has done for the country The Narrative In the narrative section Obama presents an anecdote of America. It allows for the audience to dwell on their country s history and the patriotic feelings (Obama: 2006, p. 55), which will be elaborated in the section on emotional appeal. More importantly, he gathers the people with their history and he makes it clear that he and the audience are on the same page and have the same history: Forty-four Americans have now taken the presidential oath. The words have been spoken during rising tides of prosperity and the still waters of peace. Yet, every so often, the oath is taken amidst gathering clouds and raging storms. At these moments, America has carried on not simply because of the skill or vision of those in high office, because we, the people, have remained faithful to the ideals of our forebears and true to our founding documents (Appendix A, the Inaugural Address, p. 1) Here, there is a strong reference to the values of the American people mentioned earlier, i.e. community, patriotism and faith (Obama: 2006, p. 55). The narrative perspective in this section establishes Obama s credibility and it reflects his interpretation of the situation, i.e. that America has faced tough situations before, but because of the people and their values the nation has succeeded. Thereby, he becomes credible in the eyes of the audience and they can identify with him, which makes them more open to the arguments he pursues to present to them The Arguments The arguments in the speech serve to provide the audience with reasoning and evidence for the ideas presented by the speaker (Disanza & Legge: 2005, p. 230). Based on Aristotle s logical appeal (Kasch: 2005, p. 27) and Toulmin s pattern of an argument (Toulmin: 2003, p. 90), the constructions and functions of the arguments will be discussed in the following. Logos is the reasoning that the speaker makes when speaking to the audience. Obama creates logic in his inaugural speech by means of examples and arguments. The examples ensure that the Student Id:

20 audience can relate to the speech, and that some of the more abstract content becomes more tangible. After the narrative component of the speech there are three main arguments. These three arguments all serve to strengthen the audience s perception of Obama. The stronger the argument in favour of his proposal, the better and more persuasive his message will be received (Disanza & Legge: 2005, p. 232). The first begins with: That we are in the midst of crisis is now well understood (Appendix A, the Inaugural Address, p. 1); this argument deals with the current situation in the US. The second argument starts with: In reaffirming the greatness of our nation (Appendix A, the Inaugural Address, p.1); this argument argues how the American people are defined and what their values are. The third argument begins with: This is the journey we continue today (Appendix A, the Inaugural Address, p. 2); this argument sets forth claims of the future and proposes what values the country should be based on. It is important to notice that there are three main arguments, which Obama strives to communicate. This is a typical speech structure, because three main items or ideas are what the audience can cope with and remember (Newsom & Haynes: 2005, p. 322). Also, the order of the three arguments are well structured, because it starts out by facing the crisis situation in the US Afterwards, the public and the future are addressed, which create a logical sequence that the public is likely to accept The Refutation Tactics After the three arguments in the speech the refutation tactic appears. This is the final step in the N- A-R structure and it is the section, in which Obama indicates that he is well prepared. This helps to establish his credibility. He clarifies that there might be a part of the audience, who is hesitant or reluctant to accept his argument, which strengthens his arguments (Toulmin: 2003, p. 90). Therefore, he makes use of three refutation tactics, which ensures that he addresses the objections or criticism that he knows some people could have. The exact examples will be discussed in the section on Ethical Appeal. However, it is relevant to notice the use of refutation tactics allows for Obama to appear intelligent and well prepared. Student Id:

21 The last part of the speech is a conclusion, which consists of several calls for action. Here, Obama refers to the values, which must be kept intact amongst the people. The N-A-R structure allows for Obama to present his point of view regarding the nation s current situation and future plans. Obama manages to seem more knowledgeable and objective, because he presents some of the objections there might be to his statements. Thereby, he clarifies both sides of the case, which makes him appear trustworthy and honest which increases the persuasiveness of his speech. The examples that Obama uses throughout his speech are essential for the effect that the content has on the audience. Every time he makes a claim of something or speaks abstractly about the future he consequently clarifies his point by making examples that the public can relate to Ethical Appeal In the first part of the speech, three main arguments are presented. According to Aristotle, Ethos is the ethical appeal that serves to establish the credibility and trustworthiness of the speaker (Kasch: 2005, p. 19). Obama proves to the audience that he is credible and trustworthy, because of three important elements in the ethical appeal, i.e. goodwill, intelligence and virtue (Kasch: 2005, p. 19) Establishing Goodwill Obama s use of the internet and the social media prior to the Inauguration is essential to his relationships to his public, as discussed earlier in the thesis. Before he even enters the scene on January 20th to present his Inaugural Address, he has established a common ground between him and his publics, which is important in public relations. In the speech, he continues the good relationship with his public when he uses we about values, beliefs, visions, and so on. The good relationship gives Obama goodwill, which strengthens his arguments and the reception of these (Kasch: 2005, p. 20). Thereby, he creates a common ground within the American people, which makes their willingness to accept his arguments more likely (Appendix B, Interview). When communicating with an audience it is very important whether or not the audience can relate to the speaker or if they feel distanced to him or her. The structure and the use of pronouns in the Student Id:

22 Inaugural Address create a community feeling among the receivers, which strengthens the impact that the speech has on the audience and how they perceive the speech in general. Thereby, the message communicated to the audience will be received in a better way, because the community spirit makes the audience identify better with what is being said. Obama makes use of the pronoun I or my only four times through his speech. Otherwise, he uses either we, our or America when he makes statements about the country and the future (Appendix A, the Inaugural Address, p.1). Even though the public is well aware that it is Obama, who is making these statements and future visions, they feel as a part of it, because he creates a sense of community by using we. The fact that he speaks about the future plans as something we will do, it allows for the public to identify with it, and Obama s words will have greater impact than if he had made the statement on his own behalf Intelligence & Virtue Obama tells the truth, which is essential to his credibility (Newsom & Haynes: 2005, p. 49). The fact that he states realities, and thereby faces them, he appears trustworthy to the American people. Obama demonstrates that he is aware that there might be objections to his arguments by means of refutation tactics (Disanza & Legge: 2005, p. 242). By means of three refutation tactics, he states the issues, which he knows people are sceptic about, and thereby expose inconsistent statements from his critiques. This is a very powerful tool, which makes Obama appear intelligent and trustworthy. He indicates that he realise what people are thinking, but he prove himself knowledgeable, because of the way he explains that they are wrong. The following example shows how: Now, there are some who question the scale of our ambitions, who suggest that our system cannot tolerate too many big plans. Their memories are short, for they have forgotten what this country has already done, what free men and women can achieve when imagination is joined to common purpose, and necessity to courage (Appendix A, the Inaugural Address, p. 2). Student Id:

23 The next example also shows, how Obama answers to possible criticism from the public or stakeholders. However, in this example, he also proves to be firm in his opinion on what must happen in the near future. He clearly states that things must be improved and handled properly, and which is exactly, what he intends to do: The question we ask today is not whether our government is too big or too small, but whether it works - whether it helps families find jobs at a decent wage, care they can afford, a retirement that is dignified. Where the answer is yes, we intend to move forward. Where the answer is no, programs will end. And those of us who manage the public's dollars will be held to account, to spend wisely, reform bad habits, and do our business in the light of day, because only then can we restore the vital trust between a people and their government (Appendix A, the Inaugural Address, p.2). The use of refutation tactics improves the credibility of Obama in the eyes of the public. Because he, on his own initiative, addresses the potential objections to his claims, he clearly indicates that he know his audience and their thoughts. Also, he shows that he is ready to defend his statements, because they are well argued and reasonable Emotional appeal So far, the uses of rational and ethical appeals have been discussed. However, the Rhetorical Triangle consists of three complementary elements, i.e. Logos, Ethos and Pathos (Kasch: 2005, p. 29). In order for the analysis on persuasion to be complete, the use of Pathos in the speech must be addressed. Pathos is the use of emotional appeal, which helps to persuade an audience. Furthermore, the emotional appeal, if used effectively, induces action among the audience and changes their attitudes towards an issue. (Kasch: 2005, p. 26). The speech is intended to be persuasive; however, the calls for action, which Obama calls for, are long term based. He aims to persuade the public that the American people must change their beliefs and act wisely to bring the country out of the crisis. Student Id:

24 The calls for action The use of Pathos can induce action among the audience. In the speech, Obama strives to convince the American people that the future of the country depends on their actions. Among other calls for action, he communicates that the American people need to act responsibly to move the country in the right direction. In the following example, Obama encourages the American people to have the courage to believe that the current situation can change and that the future will be brighter: Today I say to you that the challenges we face are real. They are serious and they are many. They will not be met easily or in a short span of time. But know this America: They will be met. (Applause.) (Appendix A, the Inaugural Address, p. 1) Here, Obama clearly let the public know that even though the tasks before them are tough, they will manage the tasks as a nation, and with Obama as their leader. He indirectly states, how he understands the worries that the public might have, and indicates that they can feel safe with him as a president. He will address the challenges and lead the country in the right direction. He describes the challenges that the country faces with three adjectives: real, serious and many. Thereby, he states exactly how he perceives these challenges, and that they are of serious character. However, with the last phrase he ensures the public that he will act upon the difficult situation and get the country back on the right track. Later in the speech, Obama addresses the challenges again, but this time he states that the US government cannot lift the tasks alone. Thereby, he calls for the American people to stand together as a nation with their values of faith and community, because that will lead them out of the crisis. It is an emotional appeal, because he addresses the values of the American people. This functions as a call for action, because he indirectly tells the audience to step up. As examples, he addresses the worker, the fire fighter and the parent, which make the audience able to relate to Obama s statement. And yet at this moment, a moment that will define a generation, it is precisely this spirit that must inhabit us all. For as much as government can do, and must do, it is ultimately the faith and Student Id:

25 determination of the American people upon which this nation relies. It is the kindness to take in a stranger when the levees break, the selflessness of workers who would rather cut their hours than see a friend lose their job which sees us through our darkest hours. It is the firefighter's courage to storm a stairway filled with smoke, but also a parent's willingness to nurture a child that finally decides our fate. (Appendix A, the Inaugural Address, p. 2) There are several examples in the speech where Obama calls for action from the audience. The next example is an appeal to the emotions of the audience. Here, Pathos is used to state the true values of the American people and help them look forward. The language is very descriptive in order to emphasise and persuade Obama s own perception of the matter (Disanza & Legge: 2005, p. 249). Obama is indirectly stating that the challenges might be different and new, but considering the values, which the American people possess and their history, they have the power to meet the future. Thereby, he calls for the American people to reach to their core values and work together as a nation. Our challenges may be new. The instruments with which we meet them may be new. But those values upon which our success depends - honesty and hard work, courage and fair play, tolerance and curiosity, loyalty and patriotism -- these things are old. These things are true. They have been the quiet force of progress throughout our history. Another call for action is given below. Once again, the focus is on the values of the American people in order to appeal to the emotions of the public (Appendix B, Interview). It is a way of simplifying the difficult situation of the country. What is demanded, then, is a return to these truths. What is required of us now is a new era of responsibility - a recognition on the part of every American that we have duties to ourselves, our nation and the world; duties that we do not grudgingly accept, but rather seize gladly, firm in the knowledge that there is nothing so satisfying to the spirit, so defining of our character than giving our all to a difficult task. (Appendix A, the Inaugural Address, p. 4) Student Id:

26 Again, he calls for action from the American people. As a nation, each and every one of them has duties, which they must fulfil for the sake of the country. And the attitude to those duties must be of positive and proud character. Obama mentions the history of the US that the nation must continue to be proud of, which creates a community feeling amongst the people. There are strong references to earlier generations and previous accomplishments in which people have endured hard times. He encourages the people to maintain the good and strong values in order for the nation to change in a positive direction Changing the Attitude Obama states that the country must return to its core values and beliefs. He calls for each American people to take responsibility for ourselves, our nation and the world (Appendix A, the Inaugural Address, p. 4). Here, he makes sure that the public can relate to what he communicates; because he creates a common ground in which he encourage everybody to take action (Appendix B, Interview). Together, as a nation, they must lift this task. Not because Obama says so, but because it is what their history and values encourage them to do. The following example shows how Obama mentions some of the issues that most of the American people have dealt with during the last period of crisis. It represents a very tangible example given by Obama, which enables the public to relate to his speech: Homes have been lost, jobs shed, businesses shuttered. Our health care is too costly, our schools fail too many -- and each day brings further evidence that the ways we use energy strengthen our adversaries and threaten our planet (Appendix A, the Inaugural Address, p. 1). Obama clearly steps into the presidential role. With this example, Obama states the seriousness of the national problems, and that he too is frustrated by it. Just like the American people is. Due to the fact that he explains how big a challenge it is, he creates a sense of community, because he indicates that he and the American people are in this together. Student Id:

27 The anecdotes, which Obama makes use of, help to create a relationship between himself and the audience, which ensures that they can identify with him more easily and thereby with the message he is communicating (Newsom & Haynes: 2005, p. 323). In the example below, Obama calls for the American people to stand together and act responsibly: This is the price and the promise of citizenship. This is the source of our confidence - the knowledge that God calls on us to shape an uncertain destiny. This is the meaning of our liberty and our creed, why men and women and children of every race and every faith can join in celebration across this magnificent mall; and why a man whose father less than 60 years ago might not have been served in a local restaurant can now stand before you to take a most sacred oath. (Applause.) (Appendix A, the Inaugural Address, p.4). With the historical reference, Obama calls for action by stating that change has happened before in the country, and it can happen again; if the American people are willing to take action. Obama is a part of the message (Newsom & Haynes: 2005, p. 320), which is why it is a strong reference in the speech that he mentions his father. By using himself and his father as an example, he emphasises the American values, which he represents, and thereby he gains the goodwill of the people and appears credible in their eyes. In reaffirming the greatness of our nation we understand that greatness is never a given. It must be earned. Our journey has never been one of short-cuts or settling for less. It has not been the path for the faint-hearted, for those that prefer leisure over work, or seek only the pleasures of riches and fame. Rather, it has been the risk-takers, the doers, the makers of things -- some celebrated, but more often men and women obscure in their labor - who have carried us up the long rugged path towards prosperity and freedom. (Appendix A, the Inaugural Address, p.1) When Obama explains what the nation has already overcome, he makes it seems more reasonable that the country can achieve great things in the future. The appeal to the audience s emotions makes the message very persuasive (Kasch: 2005, p. 26). Obama appeals to the emotions of the public, and he tries to induce a feeling of responsibility and faith. Those values are his and the values of the American people, as mentioned earlier in the Student Id:

28 background section. To create an emotional appeal that will help persuade the audience, he even names the future the new area of peace (Appendix B, Interview): and that America must play its role in ushering in a new era of peace. (Appendix A, the Inaugural Address, p. 3). This way, Obama shapes a concept for the future, which is based on his and American values, i.e. community, patriotism, faith and so on (Obama: 2006, p. 55). Those are values that the American people can identify with and therefore, they are most likely to perceive the message positively and change their attitude accordingly. The use of examples throughout the speech emphasises the point that Obama makes. The examples are many and they ensure that the audience young or old, rich or poor etc. can relate to what is being said in the speech. The examples make the speech more real and the public becomes moved in a way that enables them to relate to the message that Obama is communicating, i.e. that faith, responsibility and change is the way to go for America (Appendix B, Interview). Student Id:

29 6 Conclusion The purpose of this thesis was to analyse Obama s Inaugural Address. The aim was to discover how Obama had structured the speech and what types of communicative tools he had used. It was assumed that the speech was of persuasive character. The analysis of the speech was based on theories of public relations and persuasive communication and the result of the analysis indicates that the speech was indeed persuasive. The speech is constructed by means of a persuasive structure that served to increase the persuasive nature of the speech. Furthermore, the use of the rational, ethical and emotional appeal proves that the aim was for the speech to persuade the public to hold Obama s opinion on political matters, values and the future. In order to communicate effectively, Obama had to be familiar with the audience to whom he is talking. The primary audience was identified to be the American people, whereas the secondary audience was represented by all stakeholders, nationally and internationally. The audience was very broad and very diverse. Therefore, the audience was characterised by means of the interpretation they had towards the issues Obama addressed. The audience was found to be neutral, and the communicative tools used to persuade them were constructed to address that type of audience. During the campaign, Obama made use of the internet and social media to interact with his audience. The dialogue, between Obama and the public, established Obama s credibility and a common ground between him and his public. Thereby, he had a relation to his public and could make emotional and ethical appeals to them, e.g. by referring to the values of the American people, which the audience could identify with. The structure of the speech was found to be based on the N-A-R structure, which is a typical structure to use, when addressing a neutral audience. The structure increased the logical sequence of the speech, which helped to increase the credibility of Obama. He used the structure to create persuasive arguments in the speech by means of the logic appeal. When the audience is neutral, emotional and ethical appeal are effective means of communication too. Obama ensured to appear as one of the people by using we in his speech, which involved the audience and enabled them to identify with him, and relate to his statements. Also, he made many Student Id:

30 references to the values of the American people, which created a sense of community among the audience. This emotional appeal also allowed Obama to call for action among the audience. He encouraged the American people to act responsibly, while referring to the values and history of the nation. Also, he presented the refutations to his arguments, which made his arguments even stronger and made him seem knowledgeable and objective to the matter. To sum up, the speech must be said to be very persuasive, because Obama was able to use the right communicative tools and apply the appropriate structure to address the public. Student Id:

31 7 Bibliography Books: Tench, R. & Yeomans, L.: Exploring Public Relations. Prentice Hall, 2006, 1 st Edition. Newsom, D. & Haynes, J.: Public Relations Writing Form and Style. Thomson, Wadsworth, 2005, 7 th Edition. Disanza, J & Legge, N.: Business & Professional Communication Plans, processes, and performance. Pearson, 2005, 3 rd Edition. Obama, B.: The Audacity of Hope Thoughts on Reclaiming the American Dream. Canongate, 2006, 1 st Edition. Articles: Huckin, Thomas & Olsen, Leslie, Technical writing & professional communication for nonnative speakers of English, 2. ed. McGraw-Hill 1991; pp Toulmin, Stephen E., The uses of argument, updated edition. Cambridge University Press 2003; pp Kasch, Henrik, Supplementary Texts for Textual Semiotics, ASB, 2005 Websites: The White House: Barack Obama: Twitter: Financial Times: The CIA Factbook: The Economist Country Briefing: President Obama, the White House: Obama s Profile: Credit Crunch: Election Night: Student Id:

32 8 Appendices Appendix A: The Inaugural Address Appendix B: Interview with Jonas Gabriel, ph.d. in Rhetoric Appendix C: The Online US Population Appendix D: Obama s Twitter profiles Appendix E: Obama Everywhere, online sharing Student Id:

33 8.1 Appendix A The Inaugural Address Inaugural Address By President Barack Hussein Obama My fellow citizens: I stand here today humbled by the task before us, grateful for the trust you've bestowed, mindful of the sacrifices borne by our ancestors. I thank President Bush for his service to our nation (applause) as well as the generosity and cooperation he has shown throughout this transition. Forty four Americans have now taken the presidential oath. The words have been spoken during rising tides of prosperity and the still waters of peace. Yet, every so often, the oath is taken amidst gathering clouds and raging storms. At these moments, America has carried on not simply because of the skill or vision of those in high office, but because we, the people, have remained faithful to the ideals of our forebears and true to our founding documents. So it has been; so it must be with this generation of Americans. That we are in the midst of crisis is now well understood. Our nation is at war against a far reaching network of violence and hatred. Our economy is badly weakened, a consequence of greed and irresponsibility on the part of some, but also our collective failure to make hard choices and prepare the nation for a new age. Homes have been lost, jobs shed, businesses shuttered. Our health care is too costly, our schools fail too many and each day brings further evidence that the ways we use energy strengthen our adversaries and threaten our planet. These are the indicators of crisis, subject to data and statistics. Less measurable, but no less profound, is a sapping of confidence across our land; a nagging fear that America's decline is inevitable, that the next generation must lower its sights. Today I say to you that the challenges we face are real. They are serious and they are many. They will not be met easily or in a short span of time. But know this America: They will be met. (Applause.) On this day, we gather because we have chosen hope over fear, unity of purpose over conflict and discord. On this day, we come to proclaim an end to the petty grievances and false promises, the recriminations and worn out dogmas that for far too long have strangled our politics. We remain a young nation. But in the words of Scripture, the time has come to set aside childish things. The time has come to reaffirm our enduring spirit; to choose our better history; to carry forward that precious gift, that noble idea passed on from generation to generation: the God given promise that all are equal, all are free, and all deserve a chance to pursue their full measure of happiness. (Applause.) In reaffirming the greatness of our nation we understand that greatness is never a given. It must be earned. Our journey has never been one of short cuts or settling for less. It has not been the path for the faint hearted, for those that prefer leisure over work, or seek only the pleasures of riches and fame. Rather, it has been the risk takers, the doers, the makers of things some celebrated, but more often men and

34 women obscure in their labor who have carried us up the long rugged path towards prosperity and freedom. For us, they packed up their few worldly possessions and traveled across oceans in search of a new life. For us, they toiled in sweatshops, and settled the West, endured the lash of the whip, and plowed the hard earth. For us, they fought and died in places like Concord and Gettysburg, Normandy and Khe Sahn. Time and again these men and women struggled and sacrificed and worked till their hands were raw so that we might live a better life. They saw America as bigger than the sum of our individual ambitions, greater than all the differences of birth or wealth or faction. This is the journey we continue today. We remain the most prosperous, powerful nation on Earth. Our workers are no less productive than when this crisis began. Our minds are no less inventive, our goods and services no less needed than they were last week, or last month, or last year. Our capacity remains undiminished. But our time of standing pat, of protecting narrow interests and putting off unpleasant decisions that time has surely passed. Starting today, we must pick ourselves up, dust ourselves off, and begin again the work of remaking America. (Applause.) For everywhere we look, there is work to be done. The state of our economy calls for action, bold and swift. And we will act, not only to create new jobs, but to lay a new foundation for growth. We will build the roads and bridges, the electric grids and digital lines that feed our commerce and bind us together. We'll restore science to its rightful place, and wield technology's wonders to raise health care's quality and lower its cost. We will harness the sun and the winds and the soil to fuel our cars and run our factories. And we will transform our schools and colleges and universities to meet the demands of a new age. All this we can do. All this we will do. Now, there are some who question the scale of our ambitions, who suggest that our system cannot tolerate too many big plans. Their memories are short, for they have forgotten what this country has already done, what free men and women can achieve when imagination is joined to common purpose, and necessity to courage. What the cynics fail to understand is that the ground has shifted beneath them, that the stale political arguments that have consumed us for so long no longer apply. The question we ask today is not whether our government is too big or too small, but whether it works whether it helps families find jobs at a decent wage, care they can afford, a retirement that is dignified. Where the answer is yes, we intend to move forward. Where the answer is no, programs will end. And those of us who manage the public's dollars will be held to account, to spend wisely, reform bad habits, and do our business in the light of day, because only then can we restore the vital trust between a people and their government. Nor is the question before us whether the market is a force for good or ill. Its power to generate wealth and expand freedom is unmatched. But this crisis has reminded us that without a watchful eye, the market can spin out of control. The nation cannot prosper long when it favors only the prosperous. The success of our economy has always depended not just on the size of our gross domestic product, but on the reach of our prosperity, on the ability to extend opportunity to every willing heart not out of charity, but because it is the surest route to our common good. (Applause.) As for our common defense, we reject as false the choice between our safety and our ideals. Our Founding Fathers (applause) our Founding Fathers, faced with perils that we can scarcely imagine,

35 drafted a charter to assure the rule of law and the rights of man a charter expanded by the blood of generations. Those ideals still light the world, and we will not give them up for expedience sake. (Applause.) And so, to all the other peoples and governments who are watching today, from the grandest capitals to the small village where my father was born, know that America is a friend of each nation, and every man, woman and child who seeks a future of peace and dignity. And we are ready to lead once more. (Applause.) Recall that earlier generations faced down fascism and communism not just with missiles and tanks, but with the sturdy alliances and enduring convictions. They understood that our power alone cannot protect us, nor does it entitle us to do as we please. Instead they knew that our power grows through its prudent use; our security emanates from the justness of our cause, the force of our example, the tempering qualities of humility and restraint. We are the keepers of this legacy. Guided by these principles once more we can meet those new threats that demand even greater effort, even greater cooperation and understanding between nations. We will begin to responsibly leave Iraq to its people and forge a hard earned peace in Afghanistan. With old friends and former foes, we'll work tirelessly to lessen the nuclear threat, and roll back the specter of a warming planet. We will not apologize for our way of life, nor will we waver in its defense. And for those who seek to advance their aims by inducing terror and slaughtering innocents, we say to you now that our spirit is stronger and cannot be broken you cannot outlast us, and we will defeat you. (Applause.) For we know that our patchwork heritage is a strength, not a weakness. We are a nation of Christians and Muslims, Jews and Hindus, and non believers. We are shaped by every language and culture, drawn from every end of this Earth; and because we have tasted the bitter swill of civil war and segregation, and emerged from that dark chapter stronger and more united, we cannot help but believe that the old hatreds shall someday pass; that the lines of tribe shall soon dissolve; that as the world grows smaller, our common humanity shall reveal itself; and that America must play its role in ushering in a new era of peace. To the Muslim world, we seek a new way forward, based on mutual interest and mutual respect. To those leaders around the globe who seek to sow conflict, or blame their society's ills on the West, know that your people will judge you on what you can build, not what you destroy. (Applause.) To those who cling to power through corruption and deceit and the silencing of dissent, know that you are on the wrong side of history, but that we will extend a hand if you are willing to unclench your fist. (Applause.) To the people of poor nations, we pledge to work alongside you to make your farms flourish and let clean waters flow; to nourish starved bodies and feed hungry minds. And to those nations like ours that enjoy relative plenty, we say we can no longer afford indifference to the suffering outside our borders, nor can we consume the world's resources without regard to effect. For the world has changed, and we must change with it. As we consider the role that unfolds before us, we remember with humble gratitude those brave Americans who at this very hour patrol far off deserts and distant mountains. They have something to tell us, just as the fallen heroes who lie in Arlington whisper through the ages. We honor them not only because they are the guardians of our liberty, but because they embody the spirit of service a willingness to find meaning in something greater than themselves.

36 And yet at this moment, a moment that will define a generation, it is precisely this spirit that must inhabit us all. For as much as government can do, and must do, it is ultimately the faith and determination of the American people upon which this nation relies. It is the kindness to take in a stranger when the levees break, the selflessness of workers who would rather cut their hours than see a friend lose their job which sees us through our darkest hours. It is the firefighter's courage to storm a stairway filled with smoke, but also a parent's willingness to nurture a child that finally decides our fate. Our challenges may be new. The instruments with which we meet them may be new. But those values upon which our success depends honesty and hard work, courage and fair play, tolerance and curiosity, loyalty and patriotism these things are old. These things are true. They have been the quiet force of progress throughout our history. What is demanded, then, is a return to these truths. What is required of us now is a new era of responsibility a recognition on the part of every American that we have duties to ourselves, our nation and the world; duties that we do not grudgingly accept, but rather seize gladly, firm in the knowledge that there is nothing so satisfying to the spirit, so defining of our character than giving our all to a difficult task. This is the price and the promise of citizenship. This is the source of our confidence the knowledge that God calls on us to shape an uncertain destiny. This is the meaning of our liberty and our creed, why men and women and children of every race and every faith can join in celebration across this magnificent mall; and why a man whose father less than 60 years ago might not have been served in a local restaurant can now stand before you to take a most sacred oath. (Applause.) So let us mark this day with remembrance of who we are and how far we have traveled. In the year of America's birth, in the coldest of months, a small band of patriots huddled by dying campfires on the shores of an icy river. The capital was abandoned. The enemy was advancing. The snow was stained with blood. At the moment when the outcome of our revolution was most in doubt, the father of our nation ordered these words to be read to the people: "Let it be told to the future world...that in the depth of winter, when nothing but hope and virtue could survive... that the city and the country, alarmed at one common danger, came forth to meet [it]." America: In the face of our common dangers, in this winter of our hardship, let us remember these timeless words. With hope and virtue, let us brave once more the icy currents, and endure what storms may come. Let it be said by our children's children that when we were tested we refused to let this journey end, that we did not turn back nor did we falter; and with eyes fixed on the horizon and God's grace upon us, we carried forth that great gift of freedom and delivered it safely to future generations. Thank you. God bless you. And God bless the United States of America. (Applause.) Source:

37 8.2 Appendix B Interview (Jonas Gabrielsen, Professor in Rhetoric, Copenhagen Business School) 1. What are the key elements in Obama s rhetoric? Why makes it work so well? There are four important elements to look at the Obama s rhetoric. First, Obama s relation to his audience is very unique. He is the spokesman for his people, but at the same time he is one of the people, which have great significance for his rhetorical ability. Second, he manages his audience and enables to take control by means of his words. Third, Obama is very serious about the oral space, which is not that common amongst speakers, and that shines through. Finally, he also values leadership seriously, e.g. because he is good at specifying his values and points of views. This means that his audience is more likely to relate to his statements, because they are specific examples from their every day life. Thereby, they feel that he understands them and is on their side. 2. How he manages to reach such a broad audience? When you face the American people and the world is listening too, you have to be sharp in order to reach everybody in your speech. But that is what Obama is able to. In his Inaugural Address, he enables to use we in a very strategic way. Because he uses "we" when he talks about future goals and visions, he creates a common ground among the Americans. Put simply, a feeling arises - that we as Americans - president, factory worker or something else can obtain new and better things for America in the future. Again, he wins over many supporters by using good examples to clarify the points and goals he has, in order for people in all social context to relate to it. 3. What is the difference between Bush and Obama? It is two very different people, but one thing they have in common is for example that they use teleprompts (screens). The way in which they use these teleprompts, on the other hand, is very different. It is quite clear that Bush make use of the displays, while Obama uses them in a very discrete manner. On the contrary, Obama makes it to look quite natural that he turns his head, as if he speaks to his entire audiences as if it has nothing to do with the screens. 4. Can you come up with some good examples? Bush lacks rhythm in his speech and he is not present. He is rich, has no practical experience of importance, and his examples of the "pizza man Joe" is unreliable. Bush is not able to use the advantage of the oral space, and he does not have the common touch. Obama is the contrary to Bush. He has the rhythm and is present, and he appears credible. Thereby he gains the trust of the people and they are interested in what he says. 5. Which communicative elements does he often use? Obama uses a lot of repetition, anti-theses, three-stage rocket and the "clap-traps". You see that in many of his speeches.

38 6. Describe the different stylistic features of Obama's rhetoric One of the key features of Obama's rhetoric is the rhythm. In addition, he is really good at creating "clap-traps", such as in the Chicago speech, where he says the famous words: "Yes We Can" which results in a reply from the audience. He is very gifted when it comes to creating variation and diversity in his speeches - unlike Bush, who is very monotonous in his rhetoric. Another important detail is that Obama also allows his audience to relax by means of breaks. Thereby, he lets his audiences digest his words. 7. What did you think of the Inaugural Address? Rhetorically speaking? Obama reached out to all corners of the world in his Inaugural Speech. The speech was personal and it that was what is should be. His use of examples is essential to the speech and its effectiveness. He states specific values for the future and describes them in the concept "A new area of peace", making it clear to the audience, in what direction he will go. It was a good speech, but considering the content and the style there was not much new to find. It is very similar to previous speeches he has given. A nice detail, though, is the way he elegantly removes the focus from Bush and his opinion about him. 8. What are the strengths, weaknesses of his rhetoric? His strength is that he is good in situations where he can speak abstractly and visionary. The weakness may be that his style is difficult to implement in a concrete administrative case, where he has to discuss matters such as legislations, times schedules in public transportations etc., which requires a different type of speech. 9. Is he inspired by Martin Luther King? No, not really. Bible-metaphor and some common features are there. But it is another time. What the two have in common is empathy. Respect and confidence in the oral compartment, they also have in common, but their approach to the role of a leader is different. It is a different kind of professionalism that we see in Obama. 10. "Yes we can" what role does the phrase play? There are three parts in the sentence and they have the same length, which gives a good rhythm. At the same time it is easy to remember. It is a good way to spin something that is complicated - such as the U.S. position right now - to something more simple and tangible. It is not God's gift to humanity, but it is a good 'slogan', which matches Obama. It would be suitable to Bush Is there a difference between his rhetoric as a candidate and as president - if so, how? Not so much, no. He has known his theory and practice since 2004, where he took people by storm. 12. What does it mean to speak writer, Jon Favreau is so young? This means that there is a difference with the traditional way to write an inaugural speech on. It differs from previous deployment speaker, since it does not follow something, 'we should say'. There is a clear interaction between speech writer and Obama, and therefore the speech was so good. The speech made for Obama, and it shines through - even if you read the speech, you can feel his voice in speech.

39 8.3 Appendix C: The online US population Source:

40 8.4 Appendix D: Obama s Twitter profiles ( Obama s profile on Twitter (

41 8.5 Appendix E Obama Everywhere Source: