AThematicAnalysisofHowaRhetorandaDemagogue FramedTheirPresidencies
MeganCooney
1,ShaundiNewbolt2
1StudentContributor,UniversityofDenver
2Advisor,DepartmentofCommunicationStudies,UniversityofDenver
Abstract
ThisessayusesthematicanalysisthroughthelensofframingtheorytodissecthowformerU.S.President BarackObamaandformerU.S.PresidentDonaldTrumpcreatedcontrastingbutsuccessfulframeworks ofAmericatowintheircampaigns.ThepaperoperatesonthegroundsthatObamaisarhetorand Trumpisademagogue.Framesconsummateamultitudeofthemesthatarecreatedwithrhetoricaltools–namelyfigurativelanguage.Thestorylinesthatarecreatedbypoliticianscanplayaninstrumentalrolein developingtheconstituent’sbasisofreality.Thisstudyaimstounpackhowarhetorandademagogue canusethesamerhetoricaltoolstoforgeasuccessfulframeworkfortheiraudiences.Thepaperstarts byestablishingabasisofrhetoric,politicalrhetoric,anddemagoguery.Aftercreatingthatfoundation,it leadsintoathematicanalysisofObama’s2013InauguralAddressandTrump’s2017InauguralAddress, throughthemesofcommunity,religion,andthefutureofAmerica.Theresultsrevealthatthestrengthof theiraddress’sreliedontheframeworkused.Bothpresidentsusedthesamethemestocreatediffering realitiesofAmerica,regardlessofthemoralityofthespeaker.Thisstudyprovidesfurtherinquiryinto CommunicationStudiesresearchonhowrhetorsanddemagoguesuselinguisticstopersuadetheir audiences.
Keywords: Politicalrhetoric,demagoguery,rhetor,framing,figurativelanguage
1 INTRODUCTION
Figurativelanguageasarhetoricaltoolinpolitical speechiswellacknowledgedforitsabilitytoevoke intenseemotionandpushtheaudiencetowardsthe rhetor’sbelief1.ThisstudyaimstofillthegapinCommunicationStudiesresearchwhenconsideringhowpersuasiveappealsoflanguagecanbeusedbyarhetorand demagoguetosuccessfullyframevastlydifferentnarrativeswithinthepoliticallandscape.Thedifferentiating factorsbetweentheorator’sarerevealedbytheirintent andmoralcharacter.Theobjectivesofthispaperareto betterunderstandhowarhetoranddemagogueusethe sametoolstoshapecontrastingrealitiesfortheiraudiencestowinthepresidency,sothepubliccanbecome moreadeptatnoticingademagoguebeforetheyrise topower.CommunicationStudiesscholarscanthen helptorestructurethedialoguearoundpoliticalspeech andthepublic’sconsumptionofit.Thisstudywilldissectpoliticalspeechwithinmodernpolitics,uncovering
1Asnotedbyresearchersinthearticle“FigurativeFraming:ShapingPublicDiscourseThroughMetaphor,Hyperbole,andIrony” 1 Theirworkunpackstheinfluenceofpersuasiveappealsonthepublic.
ObamaandTrump’sstarklydifferentframeworks.
2 LITERATUREREVIEW
Rhetoricandethicsarecloselyaligned,anditisbeneficialtofirstgarnerinsightintothatrelationshipwith theuseofpreviousworks.JamesA.Herrick’sessay “Rhetoric,ethics,andvirtue”exploreshowonemight groundanethicsofrhetoricinvirtuesbypracticing rhetoricitself 2.Hisresearchacknowledgedthatrhetoric hasalongtraditionofbeinglinkedtovirtueorhumancharacter.Someone’srhetoricmaybeseenas“a reflectionoftheperson’scharacter 2.”Herrickpulled fromAristotle’sperceptionthatpartofarhetorsduty istohelphisreaders“tobecomegood 2.”Mostimportantly,itisarguedthatadvocacyisagoodinherentto rhetoric,whichiscriticalinmaintainingdemocraticinstitutions 2.Theauthorestablishesapremiseforhow rhetoricshouldbeviewedinconjunctionwithethics. Thisisessentialtonotebecause,withinthisdefinition,a rhetormustdeployastrongmoralcharacter 2;however, thereismoretobeconsideredwhendealingwiththe persuasiveappealsofill-intendedagents.
Afterestablishingabasisoftheethicaldomain ofrhetoric,itisnecessarytoconceptualizepolitical rhetoricintoday’senvironmenttoseewhereitisprevalentandwherebadactorscanenterthescene.Thearticle“TwistingTonguesandTwistingArms:ThePower ofPoliticalRhetoric,"KrebsandJacksonarguedthat “rhetoriciscertainlyaweaponoftheweak,butthose holdingthereinsofpowercanandmustdeployitas well 3”explainingthathowtherhetorusesrhetoricis justasimportant.Theresearchersexpounded“ideasinfluencehowactorsinterpretevidenceandsiftthrough information 3.”Theconceptofideasworksinconversationwiththepremiseofrhetoric’spersuasiveappeals; topushanaudiencetowardsanidea,theoratormust relyonpathosandtheambiguityofabeliefwhichis arguablyjustasmalleableasanidea.
StéphanieBonnefilleoutlinedtheuseofemotional appealstoprovokeanaudiencebehindanideain“A cognitiverhetoricapproachtotwopoliticalspeeches." Bonnefilleshedlightonthestarkdistinctionbetween formerU.S.PresidentObamaandformerFrenchPresidentSarkozy’scommunicationstylesatthe2009U.N. ClimateChangeSummit.Sheidentifiedpossibilities forfigurativelanguagetostrengthentherhetoricaldimensionofpoliticalspeech.Theanalysisshowsthat SarkozyemphasizedliterallanguageandObamaembracedfigurativelanguage.Obamatooktostorytelling andresorted“toacombinationoftwonarratives,the apocalypticvs.therescuetale 4."Suchdeployments ofdescriptivelanguageprovetohaveapowerfulperformanceandbringfurtherinteresttotheinfluence offigurativelanguageasarhetoricaltooltopersuade audiences.Myresearchwilltakeitastepfurtherto analyzerecurringpatternswithinpoliticalspeechthat areusedtoframetheperceptionoftherhetorinthe public’smind.
Althoughfigurativelanguageisanincrediblypowerfulrhetoricaltool,inthewronghandsitcanstrengthen ademagogue.Demagoguesarepoliticalleadersthat risetopowerindemocraticinstitutionsbypullingon thevulnerabilitiesofthepublictopolarizesocietyand advancetheirpersonalgoals2.Languagebecomesa weaponyieldedtocontainitsaudience.AsJennifer Merciecaexplainedin“DangerousDemagoguesand WeaponizedCommunication,"“weaponizedcommunicationtacticstreatcommunicationaspureinstrumentality,usingrhetoricaltacticsandpeopleasmachines 5." Theuseof“machine”inherentlydefiesarhetor’sbehaviors.Adefiningcharacteristicofarhetoristheir goodintentandmoralcharacterthatcanputthehearer intoadesiredframeofmind3.Influencingtheaudiencethroughelaborateemotionalappealscanbecome
2ThisdefinitionofademagoguewasparaphrasedfromRyanSkinnell’sresearchpaper“UsingDemocracyAgainstItself:Demagogic RhetoricasanAttackonDemocraticInstitutions.”
3ThisdefinitionisderivedfromAristotle’sbook TheArtofRhetoric
weaponizedwhentheintentistooppresstheaudience. Itiscrucialtonotethatthetoolsusedindemagogic andrhetoricalspeechremainstatic—thedifferentiating characteristicofademagogueiswhenthesetoolsare weaponizedto“overwhelmaudiences 4”fortheirown gain.
Whileitmaybecontroversialthatthedistinction betweenademagogueandrhetorappearsthin,the malleabilityinrhetoricwithindemocracymustbeunpacked.In“Athens,theUnjustStudentofRhetoric: ADramaticHistoricalInterpretationofPlato’s‘Gorgias’,"MichaelSvobodainvestigatedhowTucydides, Isocrates,andPolycrateschallengedboththelegitimacyofpoliticalpoweraswellastherhetoricwith whichdemocraticAtheniansrationalizedtheirformer tyranny(fromthePeloponnesianWar).Greekphilosopher,Socrateswonderedhowastudentcouldusewhat hehaslearnedaboutpoliticaldiscoursefortheirown benefit,bybreakingorbendingthelaws.SuchaninsightledSocratestolimitrhetoricto“persuasionthat createsbeliefratherthanknowledge 6."Itleavesmoreto beinvestigatedintohowlanguagecanbeweaponized fortocreatebeliefsinapeopleandbreakthrough theveilofdemocracy,producingademagogue.Demagoguesarewovenintothefabricofdemocracy.As Svobodaexplained“whenoneusestermslike‘rhetoric’ and‘freedom’and‘democracy,’oneoughttodomore thanencomiumizethem 6."Thisblindappraisalcan glorifydemocraticinstitutionsandleavethepublicvulnerabletoademagogue.
Howacharismaticleaderindemocracyusesthe termsoutlinedinSvoboda’sarticleisapointofprevalence.EricPattersonanalyzedObama’suseofrhetoric inthearticle“ObamaandSustainableDemocracyPromotion."Obamaisaskilledorator,beingperceivedas composedandinspirational.Heheavilyemphasized the“newbeginning”themeandhadthepublicintrigued.Throughouthisspeeches,“[Obama]hassaida greatdealaboutdemocracy 6”maintainingacommitmentto“sustainabledemocracy”toexpressAmerican valuesandpromotegood.Histimeinthepresidency aimedatmakingcomradesoutofcountriesthrougha progressivelens 6.Moreistobeexploredwhenuncoveringtherhetoricaltoolsthatcontributedtohisenduring visionofa“newbeginning.”
Conversely,therehasbeenresearchintothedemagogueryofTrumpandhowonemayrisetopower andplayonthevulnerabilitiesofadisheartenedpublic. PaulElliottJohnson’sstudy“TheArtofMasculineVictimhood:DonaldTrump’sDemagoguery”arguesthat Trumpframessocietyinwaystomakehisaudience“approachtheunfamiliarasdangerratherthanopportunity”byusingfigurativelanguage 7.Moreover,Trump pullsonnegativeemotionsandgarnersthepowerto doashepleasesundertheshadeofdemocracy.Heem-
bodiestheintentionsofademagogue4.Hiswordsand actionswillalsobeunpackedincloseranalysistosee howheusedlanguagetocreateanarrativeopposing Obama’s.
Thesevenpiecesaboveserveasafoundationfor furtherinquiryintotherelationshipbetweenrhetoric, rhetors,demagoguesandpoliticalspeech.Pullingfrom thisliteratureallowsforadeeperanalysisofthesesubjects.
3 THEORETICALFRAMEWORK
3.1 FrameTheory
FrametheorywascoinedbyErvingGoffmaninFrame Analysis:AnEssayontheOrganizationofExperience toexplainhowindividual’sperceptionsofthesame events(orsocialoccasions)mayvarygreatlydependingonthatperson’sgroundedperspectives 8.Heset outtodevelop“someofthebasicframeworksofunderstandingavailableinoursocietyformakingsense outofeventsandtoanalyzethespecialvulnerabilitiestowhichtheseframesofreferencearesubject 8." Throughthistheoryitcanbeexplainedhowanindividual’sperceptionofwhatishappeningdiffersfrom whatoccurred.Forexample,whatisoccurringcould bedescribedas“ajoke,oradream,oranaccident,ora mistake...andsoon 8."Thisisparticularlytruewhen embracingtheconceptthatrealityisconstructed.
Goffmancalledtheprimaryframeworkandframe(s) withinit,the“schemataofinterpretation 8."Thisframe allowsindividualstomakesomethingthatwouldbe renderedmeaningless,meaningful.Underneaththis frameworkliesthebeliefthatordinarylanguageand writingpracticescanallowpeopletoexpresswhatthey wanttoexpress.Giventhepoliticalcontextofthispaper,itisadvantageoustofocusonthesocialframework, whichisfoundwithintheprimaryone.Goffmanexaminedthisstructuretounderstandtheaim,willand controllingeffortofaliveagency,anintelligence,and humanbeings 8.Whenthespeakerusessuchaframe,it facilitates“guideddoings”thatmotivatestheindividualtoreachasharedpointofviewbycreatingstandards basedonthetactfulness,elegance,safety,economy,efficiency,andhonestyofthespeech 8 . ResearchersDennisChongandJamesN.Druckman expandedthisideaintheirarticle“FramingTheory,"focusingonitsimpactonpublicopinion.Theywentonto nameframingeffects—whenminorchangesinthepresentationofanissuecanproduceasubstantialchange
4Thisrelatestoaprominentperceptionofademagogue,byPatriciaRoberts-Millerinherbook DemagogueryandDemocracy,viewing itas“Apolarizingdiscoursethatpromisesstability,certainty,and escapefromtheresponsibilitiesofrhetoricthroughframingpublic policyintermsofthedegreetowhichandmeansbywhich(not whether)theout-groupshouldbepunished/scapegoatedforthe currentproblemsofthein-group"(p.16).
inopinion 9.Inconjunctionwiththis,theybroughtin thephrase“frameofthought”makingnotethatthe individual’smindsetandprioritiesinfluencetheirperception.Thiswasconnectedtomoderndaywhenthey referencedframesincommunication,specificallytargetingthepoliticalsphere,notinghow“politiciansattempt tomobilizevotesbehindtheirpoliciesbyencouragingthem[potentialvoters]tothinkaboutthosepoliciesalongparticularlines 9."Onemorecrucialinsight intoframingtheoryisthestrengthoftheframe.Strong framesarenotnecessarilymorallyrighteousnorare theythemostintellectual.Rather,theybecomepowerfulwhentheyemergeasthebestrationaleagainsta competingpositiononanissue 9.Framescanbestrategicandstructuredbasedofftheintendedaudience.
Framinghasbeenusedbyresearcherstostudycommunicationinthepoliticalsphere.Notably,inthearticle“UnderstandingandevaluatingTrump’sforeign policy:Athree-frameanalysis 10,"theauthorsunpacked Trump’sforeignpolicyrecordbyevaluatinghisobjectivesandmethodsthrough‘StableGenius,’‘Artofthe Deal’and‘MakeAmericagreatagain.’Thiswasused toprovideinsightintohowtheadministrationframed thepresident’sskillsandgoals.Similarly,AmyLynn Fletcherusedframeanalysisinherpiece“Clearingthe air:ThecontributionofframeanalysistounderstandingclimatepolicyintheUnitedStates."Framingwas thepreferredmethodtoestablishabetterunderstandingofthediscursivestrategiesusedwhendiscussing climatechange,specificallyduringtheBushPresidency. Sheanalyzeditthroughthelensofclimatechangeas aneconomicopportunity,climatechangeasasecurity threatandscientificskepticism.Thishelpedhergrasp howandwhyframescanenterpublicdiscourseand theimpactonpublicperception 11 . Therefore,usingandhavingaworkingunderstandingofframetheoryisessentialforthispaper.Framing isprevalentthroughoutsociety—butparticularlyso withinpoliticalcontexts.Whenviewingpoliticalfigureheads,theymaybeabletouseframeworkstocontrol thepublicbyevokingintendedemotionswithinindividualstodrivethemtowardsabelief 9.Todelveinto thedichotomyoftwovastlydifferentpresident’s,it isparamounttoviewtheirsuccessthroughframing theory.ThisresearchwillviewformerU.S.President BarackObamaasarhetor,usingfigurativelanguage tocreateavisionof“newbeginnings”andformerU.S. PresidentDonaldTrumpasademagogue,usingrhetoricaltoolstobuildupon“makingAmericagreatagain.” Suchcontrastingmethodsstillyieldedthesameresults: asuccessfulcampaign.Itisnecessarytostudyhowa strongframeworkdoesnotalwaysmeanamoralone 9 , becauseasCommunicationStudiesscholars,stepscan betakentocombatthecreationofoppressiveframes. Frametheorywillprovidethegreatestinsightintohow bothspeakerswereabletoshapetheirconstituents’
thoughtsinsuchameaningfulmannerthattheybecamemobilizedtovoteforthem.
4 METHODOLOGY
4.1 ThematicAnalysis
Inconjunctionwithframetheory,athematicanalysis willbeconducted.Thismethodologyisbestusedto identifyreoccurringpatterns,ideas,ortopicswithina text.Ithelpsinvestigatesimilarities,differences,problems,andissuesthatcanberelevanttocommunication 12.Itappliestovariousbodiesoftextandproduces deepinsightintotheinteractionsandmessagesbeing conveyedfromthedata,whilesimultaneouslyexposingthecommunicationsfieldtoareasoffurtherinquiry byprovidingafullerdepictionofthemediumbeing observed.Suchamethoddoesnothavequantifiable measurements,therefore,leavingituptotheresearcher todecideonhowtostructuretheanalysisanddictate whatconstitutesatheme.However,athemegenerally encompasses“acommonlineofunderstandingoccurringwithinthedata 12."Itmaybeexplicitorimplicit withinthetext.Themescanalsooverlaporhaveno relationtooneanother.Theguidelinesincludedecidingwhethertosearchforthemesinductivelyordeductively,developingasystematicapproachtoderivethe themes,repeatedlygoingbackandforthbetweenthe textandthepreliminarypatterns,locatingadditional and/orsimilarthematicpiecesinthenextmaterialto bereviewed,andfinallydiscoveringhowthisanalysis contributestothefieldofcommunication 12 .
Twospeecheswillbeanalyzed.Obama’s2013InauguralAddressandTrump’s2017InauguralAddress werechosenbecauseitwasoneofthefirsttimeseither presidentaddressedthepublicfollowingtheirsuccessfulcampaignframeworks.Thematicanalysisisoptimalbecauseitcanbreakdowntheunderlyingpatterns thatcontributetoaspeaker’sframe.Adeductiveapproachwillbeusedandfirstcategorizethetextwithin eachspeechunderthemesofcommunity,religion,and thefutureofAmerica.Thiswillrequirecontinuously searchingforconsistencieswithinthespeaker’sverbiage.Recurringrhetoricaldevicesthatreinforcethe categoriesandshapeoftheirframeswillspecifically besoughtout.Then,thethreethemeswillbeanalyzed togethertoconceptualizethenarrativethatconstructed theoverallframeworkforgedbybothpresidents.
5 ANALYSIS
5.1 Obama’sInauguralAddress
5.1.1 Community:WeMustMoveTogether
Obamacraftedtheconceptof“togetherness”thatenvelopedhisversionofcommunity.Obamapromoted collaboration,ratherthanan“usversusthem”mentality.Instead,hecreatedarelationshipbetweenindividualsandthecollectiveinstating“thatpreserving ourindividualfreedomsultimatelyrequirescollective action.”Thismessageisconsistentlyconveyedthrough continualusageof“onenationandonepeople,”and therepetitionof“we,thepeople.”Byusingthosekeywords,itsendsamessagethatAmericansmustseeone anotherascomrades,notenemieswhenbeginninga newpresidency.
Obamareinforcedthiscamaraderiewithhis metaphors,portrayingAmericansasfighting“society’s ills”(referencingpoverty,sexism,racism,homophobia, andothers)whichhegoesontoiteratethattheycannotbecuredfromgovernmentalone.Themetaphor ofillnessimpliesthatAmericaissickandtobecome healthythepeoplemustworktogethertofindaremedy.Theusageofsicknessisintertwinedinthespeech. HefocusesonAmericansneedstocareforthevulnerableandprotectothersfromlife’smisfortunes.Obama conceptualizeditas“ourobligationsasAmericansare notjusttoourselves,buttoallprosperity.”Thus,the placementofthekeyword“obligation”impliesthatit issocietiesdutytocollectivelyensurethewell-beingof others.ItisessentialtonotethattogethernessisembodiedoutsideofAmericatoo.Heemphasizedtheneed toresolvedifferenceswithothercountriespeacefully. Relationswithothernationswerenotconceptualizedas threats,insteadtheywerespunasopportunitiesforengagement.Throughthis,ObamareifiedhowAmericans shouldcommunicatewithoneanotherandhow,asa nation,individualsshouldinteractwithoneanother.
5.1.2 Religion:GodandGreatness
Throughouttheentirespeechthereareunderlyingties toreligion.AlthoughAmericaestablishedtheseparationofchurchandstatein18795,Godisrepeatedly mentionedinpoliticalspeeches—thistextisnoexcep-
Intheanalysis,figurativelanguagewasdiscoveredthat fellunderneathoneofthreethemes:community,religion,andthefutureofAmerica.Figurativelanguage maybeintheformofmetaphors,similes,hyperboles, personification,allusions,alliterationandsoon.The keywordsandphrasesderivedwerenotmutuallyexclusive.Thus,toalignwithatheme,theselectedtexthad tocorrelate(directlyorindirectly)toit.Thiswasdone byrereadingeachspeechandpullingkeyfragments ofdescriptivetextpertainingtotheindividualthemes. Inisolation,Obama’sspeechwasdeconstructedtounderstandhowheusedtheoutlinedthemestoframe America’scurrentpositionanditspathforward.An analysisofTrump’saddressfollows,usingthesame proceduresabove.
5U.S.ConstitutionAmendmentI
tion.Historically,politiciansuseGodinspeechesto persuadeAmericansbyappealingtotheirfoundation ofreligionthatmanygrewupwith6.Obamasimilarly usedreligiontoappealtohisaudienceinmentioning that,“whilefreedomisagiftfromGod,itmustbesecuredbyHispeoplehereonEarth.”Usingthemetaphor ofagiftfromGodtoconceiveoffreedomimpliesthat freedomwasnotearned,butrather,asAmericans,there isadutytopreserveitsincethepeoplearefortunateto haveit.Thisnarrativesimultaneouslyempowersbut disempowersthepublic.ItreinforcesthethemeofcommunitybyframingAmericans’commitmenttodogood andadvancethecountrybehindadeepermotive–a dedicationtoone’sGod(s).
Obamareinforcesthisinsayingthat,“thatishowwe willpreserveourplanet,commandedtoourcareby God.That’swhatwilllendmeaningtothecreedour fathersoncedeclared.”Thereoccurringmetaphorof sicknessandhealthappearintheusageof“preserve” and“care.”HeeloquentlycreatedadutyforAmericanstocontinueforward,inaccordancewithadeeper callingfromGod.Theusageofaspiritualbeingcan beimmenselypowerfulinmotivatingpeopletowards action7 –notablysowiththecontinuedwordchoiceof “creed”,oftentimesdefinedasabodyofbeliefsthatcan drivepeopletowardsaction8.ItiscriticaltoacknowledgethatagenericGodwasalsousedtobeinclusive ofallreligions.Thatis,onceagain,anothertoolusedto uniteratherthandividethepublic.
5.1.3 TheFutureofAmerica:ANewBeginning Woventhroughouttheaddress,ObamatactfullypositionedAmericaasbeingontheprecipiceoffurther greatness.Hestrategicallybroughttolightthenew beginninginhisintroductionbytracingbacktoAmerica’spast.HereaffirmedthefoundationoftheU.S.by referencingtheDeclarationofIndependenceandthe age-oldadageof“life,liberty,andthepursuitofhappiness"(U.S.1776).Hecontinuedtomentionhistorical eventsbyjuxtaposingitwiththeadvancementsmade tocombatoppressivenorms.Specificallynotinghow American’swereguidedthrough“SenecaFalls[the firstwomen’srightsconvention],Selma[1960svoting rightsmovementforpeopleofcolor]andStonewall [riotsbymembersofthegaycommunityinresponse toapoliceraidatStonewallInn].”SuchexamplesexposeaprogressiveoutlookfromObamabysignifying
6ThisstatementissupportedbyBethanyL.Albertson’sresearch paperon“ReligiousAppealsandImplicitAttitudes 13,"exploring howpoliticiansusereligiousappealstoinfluencebehaviorsand attitudesoftheiraudience.
7Researcher,KorieL.Edwardsessay“PresidentialAddress:ReligionandPower–AReturntotheRootsofSocialScientificScholarship 14,"addressedhowinstrumentalreligioncanbeinshapingthe socialworld.
8Acommonlyuseddefinitionof creed,pulledfromMerriamWebster.
anawarenessoftheprogressmadethroughthewillof thepeople(i.e.,thesocialmovementslistedpreviously) andthepotentialofAmericatocontinueupward. Anintegralaspectofthenewbeginningthemeisthe optimismthatthepeoplehavethepowertoachieve newheights,asoutlinedbythisexcerpt:
“ThisgenerationofAmericanshasbeentested bycrisesthatsteeledourresolveandproved ourresilience.Adecadeofwarisnowending. Aneconomicrecoveryhasbegun.America’s possibilitiesarelimitless,forwepossessall thequalitiesthatthisworldwithoutboundariesdemands:youthanddrive;diversityand openness;anendlesscapacityforriskanda giftforreinvention.MyfellowAmericans,we aremadeforthismoment,andwewillseize it—solongasweseizeittogether.”
ThistextintentionallyplacesAmericansatthecenter ofthediscourseandempowersthemtoseethemselves inaheroicwaythroughtheusageof“seize.”Itprovides oneaspectoftheframewhichencourageslistenersto viewoneanotherasagentsofchange.Obamaexpounds uponthisthroughthekeywordsandphrases“resilience,”“limitless,”“withoutboundaries,”and“reinvention.”Theconceptoftheseboundlesscapabilities isahyperboleenvelopedwithincontextsofcommunalpower.Obamareinforcesthisbyemphasizingthe citizenspowertodeterminethecountriesfuture.The speechelegantlysetsasterncalltoaction,tellingAmericanstocarveanewbeginning.
5.2 Trump’sInauguralAddress
5.2.1 Community:ItIsUsVersusThem Trumphadanactivelydivisiveapproachtohisspeech, inwhichawin/lossmindsetwasemboldened.Trump impliesaweakandlosingAmerica,stating,“America willstartwinningagain,winninglikeneverbefore”reinforcingtheconceptthatAmerican’shavebeenrobbed oftheirowngreatness.Trumpbuiltuponthiswhenhe conveyedthatitisthecitizenstimeto“becomerulers ofthisnationagain.”Usageoftheword“ruler”createsapowerimbalancebetweentheU.S.andother nations,facilitatinganinandoutgroup.Itwasreinforcedwithphraseslike,“it’sgoingtobeonlyAmerica first.Americafirst.”SuchrepetitiondrivestheimportanceofAmericanstofocusonthemselvesandbuild aniron-gatedcommunity.Trumpcontinuedtopromote thisbyencouragingcitizenstobuyandhireAmerican. Healsooustedothernationsinaboldstatement assuringconstituentsthat,“wewillreinforceoldalliancesandformnewones,andunitethecivilized worldagainstradicalIslamicterrorism,whichwewill eradicatecompletelyfromthefaceofthisEarth.”This
sentenceimpliesthatIslamicpopulationsareuncivilized,anditcreatesaconnectioninthelistenersmind toassociateIslamwithterrorism.ThisgroupingcanreinforceoppressivestereotypesofMuslimsandpromote hostileenvironmentsinthestates;suchstereotypes, whenpairedwiththedramaticandaggressiveimagery createdintheuseoftheword‘eradicate,’setsadangerousprecedentinalistener’smindtogeneralizeand marginalizeanentirepopulation,shouldtheyagree withTrump.ItisnolongeronlyaboutmakingAmerica greatagain;itisaboutunitingonafronttodiscriminate againstthosethatarenotAmerican.
ThisthemesaturatedthespeechwhenTrumpmentionedprotecting“ourbordersfromtheravagesofother countries”andhowAmericahas“madeothercountries richwhilethewealth,strengthandconfidenceofour countryhasdissipatedoverthehorizon.”Byappearing tobebluntlyhonestinexposingAmerica’ssupposeddecline,hetactfullyleadstheindividualtoconcludethat bordersandprotectionismwillbringbackthewealth, strength,andconfidencethatTrumpclaimshadbeen stolen.AnessentialaspectoftheusversusthemmentalityisthatAmerican’smustbereadytofight.Notonly didTrumpreiteratethatprotectionismwillleadtoprosperityandstrength,buthealsotoldthepublic,“There shouldbenofear.Weareprotected,andwewillalways beprotected.”Theconceptofshieldingoneselffrom dangerousoutsiderssetsaprecedentthatAmericans mustjointoarriveatthe“hourofaction”toensurethat thecountryremainsprotectedratherthanfearful.
5.2.2 Religion:GodWillProtect Alesssubstantial,butjustasprevalentthemeisthe usageofreligion.Trumpimplementedthistocontinue his“usversusthem”themebytellingAmerican’sthat they’llbe“protectedbyGod.”Coincidingwiththisprotectionism,isacalltounifycitizensagainstoutsiders. ReferencingtheBible,itwasstatedthat,“[it]tellsus, howgoodandpleasantitiswhenGod’speoplelive togetherinunity.”Itisanintriguingline,asitfollows thesentence,“whenyouopenyourhearttopatriotism, thereisnoroomforprejudice.”Thismetaphorisin directconflictwiththeformerstatement.Patriotismcan certainlyactasadivisivetoolandactivelyleadtoprejudiceagainstothercountries9.Itisalsocontradictory thatTrumpemphasizesliving“togetherinunity”as God’speoplebutsimultaneouslystrivestobarAmerica fromtherestoftheworld.Thethemeofreligionwas predominantlyusedbyTrumptouniteAmerican’sbut dividethemontheworldstage.
9AndrewVincentcompletedresearchthatsupportsthisstatement. Heunpackedtheconnectionbetweenpatriotism,politicsandhuman rightsinhispaper,“PatriotismandHumanRights:AnArgumentfor UnpatrioticPatriotism 15."
5.2.3 TheFutureofAmerica:MakeAmericaGreatAgain Withinthetext,TrumpoutlinedmisfortunesinAmerica tocreatethevisionthat,atthetimeofthespeech,the countrywasdoingpoorly.BypositioningtheU.S.in anegativelight,ithastheeffectofplacingTrumpas theonetoguidethepublicthroughthedarkness.To establishsuchastanding,hefirstelaboratedonthe inequalitiesplaguingthestates.
“Mothersandchildrentrappedinpovertyin ourinnercities,rustedoutfactories,scattered liketombstonesacrossthelandscapeofour nation,aneducationsystemflushwithcash, butwhichleavesouryoungandbeautiful studentsdeprivedofallknowledge,andthe crime,andthegangs,andthedrugsthathave stolentoomanylivesandrobbedourcountry ofsomuchunrealizedpotential.”
Theuseofmetaphorscanenticeanaudiencetolisten. Pullingontheappealsoffamilyvalues,Trumpspecificallyreferencedmothersandchildrenwhenspeakingof wealthinequalityandthestrugglesofsurviving.This canresonatedeeplywithlowerclassfamiliesonthe precipiceofpoverty.“Trapped”impliesthatatthetime ofthespeechtherewasnodirectwaytoescapethose hardshipswithinthecurrentgovernment.
Thesimilethatequatesclosedfactoriestotombstones convenientlyalludestothedeathofAmericanmanufacturinganditsreverberationsacrossthecountry.This useoflanguagecanstronglyalignwithindividuals thatareagainsttheoutsourcingoflabor10.Thus,itsets implicationsthatAmericanswererobbedofopportunitiestoamorefruitfullife.Thekeywords“deprived,” “stolen,”and“robbed”setaprecedentthatitmustbe takenback.ItcreatesadystopianvisionofAmericaas askeletonofitsoncegreatstatureandsetsatonethat Trumpistheonewiththeclaritytocleanthroughthe rubbleandrebuild.
6 DISCUSSION
AfterconductingathoroughanalysisofObamaand Trump’sdeploymentoffigurativelanguageinshaping thethemesofcommunity,religion,andthefutureof America,theframestheybuiltcanbecompared.Itis fascinatingtodiscoverthatthroughthesamethemes, bothpresident’sshapedimmenselydifferentnarratives fortheAmericanpublictofollow.Whenviewingthe analysiswiththeoverarchingtheoryofframing,itis observedthatthethemesplayaninstrumentalrolein
10Thereisfurtherresearchontheimpactoftheoutsourcingof labor,bytheNationalCustomsBrokers&ForwardersAssociationof America,Inc.Theydissecttheprosandconsofoutsourcing,aswellas thewaythatpoliticiansframeoutsourcinginanegativeframework.
shapingone’sframework11
Obamaembodiedarhetorbecausehecreatedthemes ofcommunity,religion,andthefutureofAmericaon thepremiseofpromotingtogetherness,aligningcitizenswiththeirGods,andcraftinganewbeginningfor thecountrythatadvocatesfordemocracyandprogressivemovements.Asnotedpreviouslyintheresearch, aninstrumentalcharacteristicofarhetoristheirgood intent12.Trumpharnessesdemagogictraitsthrough hiscreationofanusversusthemmentality,crafting Godasaprotectorandstrivingto“makeAmericagreat again.”Demagoguesstrivetounitetheirconstituents bycuratinganinversusoutgroup13.MuchofTrump’s InauguralAddresscapitalizedontheproblemswithin Americaanddeliveredittotheaudienceasaweapon ratherthanatool.
Itiscriticaltodrawbacktowardsakeyaspectof framing—thatrealityisshapedbasedofftheperceived eventsandstorylinesbeingpresented 8.Whatismore influentialisthestrengthoftheframe.Astrongframe doesnotmeanthatitisamoralone 9.Itisnotoutlandish toclaimthatalthoughObamacreatedamorallystrong frameworktowinthepresidency,itwasjustasfeasibleforTrumptousethesametoolstocraftapowerful narrativethatneglectsthemoralityatquestionbycreatingadifferenttruthforhisaudience.Themoralityof thespeakerwaslessrelevantincreatinganinfluential frameworkforthelisteners.
However,therewerelimitationswithinthisstudy thatneedtobeaddressed.ItoperatedundertheassumptionthatObamaisarhetorandTrumpisademagogue.Althoughthereareacademicresourcessupportingbothclaims,itwouldbeadvantageousinafuture studytoaddrhetoricalanalysisasasecondmethodto betterincorporateandunderstandtherhetoricaland demagogictraitsdepictedfromtheindividualpresidents.Thiscouldleadtoadeeperstudyunveilingthe risingofademagogueinsocietyandprovideclearer actionstepstomitigatetheemergenceofone.Italso opensspacetoexploretheimpactoftheframingonthe audience.Thisresearchpredominantlyfocusedonthe creationofcontrastingbutsuccessfulframeworksby twopresidents,butitdidnotdelveintothepublic’sconsumptionofit.Itcouldbeinsightfultoconductastudy comparingTrumpandObama’scoreconstituents,and howthepresident’sframeworkscreatedtheirrealities.
Thisstudyencouragesscholarstocontinueanalyzingthepowerofrhetoricandframinginthepolitical
11AsoutlinedinErvingGoffman’sbook,previouslymentioned, FrameAnalysis:AnEssayontheOrganizationofExperience 8
12Aristotle’sbook TheArtofRhetoric,definedkeycharacteristicsof arhetor.
13ThisconceptstillrelatesbacktoPatriciaRoberts-Miller’sdescriptionofademagoguery,notinghow,“Throughframingpublicpolicy intermsofthedegreetowhichandmeansbywhich(notwhether)the out-groupshouldbepunished/scapegoatedforthecurrentproblems ofthein-group”(p.16).
environment.Asframeworksforgelivedrealities,they becometoolsforthoseinpowertoshapetheirideal narrative.Bycontinuouslyscrutinizingthewordsof politicians,researcherscanhopetoraisegreaterpublicawarenessontheabilityoftheirwordstoprovoke peopletoactandbelieveinacertainway.Thishasmonumentalimplicationsforthefutureofsociety.Rather thanbeingagulliblelistener,peoplecanbecomeempoweredtoactivelyengageinandcriticizeapolitician’s storyline.
7 CONCLUDINGTHOUGHTS
Byusingthematicanalysisthroughframingtheory,the researchwasabletoaddressthegoalofexploringhow arhetoranddemagoguecanusethesamefigurative languagetoshapecontrastingrealitiesfortheirlisteners,sodemagoguescanmoreeasilybenoticedbefore theyrisetopower.AnalyzingthenuancesofObama’s 2013andTrump’s2017InauguralAddress,’itbecame apparentthatbothcreatethemesofcommunity,religion,andthefutureofAmerica.Althoughthethemes matched,thenarrativescontrasted.Thestrengthoftheir frameworksprovedtobethemostinfluentialfactor. Trump,byembodyingdemagogictraits,createdadivisiveframeworkofAmerica,andbuiltaperceived realityofinandoutgroups.Obama,havingcharacteristicsofarhetor,shapedaframeworkofAmericafocused ontogethernessandanewbeginning.Theresearch wasusefulinuncoveringthoseinsights,howevermore researchneedstobedonerelatingtheframeworksto thepublic’sconsumptionandmorepaperswrittenanalyzingbothTrump’sdemagogictraitsandObama’s rhetoricalqualitiesinrelationtotheirrespectiveframework.
8 EDITOR’SNOTES
Thisarticlewaspeer-reviewed.
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