Presidents in the making love communication strategies
On Tuesday, Barack Obama was inaugurated as the new President of the United States. Over two million people turned up to listen to his inauguration speech, and there were many more viewers tuned in on their television sets. According to an American friend of mine, classes were even cancelled so that the students and teachers could watch the event. The international media, stock markets, and people from other countries settled down to watch as well.
Given that this is the inauguration of the new President of the United States, the world’s powerhouse, it is only to be expected that the world will take an interest in it. But there is definitely more anticipation for Obama’s inauguration than one would normally expect and while there are numerous reasons for this, such as relief at the end of the Bush administration and a hope for rebuilding of the economy, etc., I shall discuss a couple of reasons relating to Obama himself.
Obama is a fantastic orator who knows how to bring out the charisma of his personality through speeches. While there have been alternatively debates over and support for his policies and socialist views, my opinion is that he gained many supporters through his gift of speech delivery. This is not uncommon as great, well-known orators from the past like Winston Churchill, John F. Kennedy, Martin Luther King Jr., and even Singapore’s Lee Kuan Yew have made use of effective oratory in order to win the public’s approval.
I was reminded of the power of oratory when a friend linked me to a video of the political commentor, John Stewart, on Obama’s inauguration speech: http://www.youtube.com/watch?v=DbnpRcj4RvI in which he pulled out several quotes from Bush and Obama that are uncannily alike.
Bush: “Freedom is the gift of almighty God.”
Obama: “The God-given promise that all are equal, all are free.”
Bush: “We will work with our friends and allies across the world to defend our way of life.”
Obama: “We will not apologise for our way of life nor will we waver in its defense.”
Apart from the obvious fact that Obama’s speechmaker drew inspiration from various Bush speeches (or that he and Bush’s speechmaker are of “great minds think alike”), it is striking to note that while Bush has been mocked for his infamous “Bush-isms” and simplistic views, Obama is praised for saying almost exactly the same things.
This is really a good demonstration of ‘lexis’ (the style and delivery of a speech) in action. Obama delivers his speech in a rousing manner that is full of conviction, and compels the listeners to focus more on his manner of speaking than on the words themselves. He also makes good use of ‘ethos’ (persuasiveness of one’s character), by always appearing humble and sincere. In fact, he did say at the beginning of his inauguration speech: “I stand before you…[dramatic pause]…humbled.” Who wouldn’t be impressed by that?
Aside from oratory, the media plays a huge part in making Obama appeal to our emotions. There were several reports on Obama and his wife dancing at the ball (to quote reports: “their eyes shone when they looked at each other”) and his daughters, family life, grandparents, etc. Portraying Obama as a family man who came from a normal background and loves his wife, effectively creating the “he’s one of us” image, appeals to our emotions. We are always more willing to support someone whom we can relate to, and I think all of us consciously or unconsciously became more sympathetic towards Obama when he was shown as a “normal” man who became President. (Other politicians, particularly Singaporeans, have also tried to play this strategy but with much less effect)
As for whether or not Obama will deliver on all that he has promised, I have no idea. But the fact remains that he has gotten to where he is today based largely on his oratorical skills and sympathetic portrayal in the media, and as such has made really good use of communication strategies (do you think Obama is familiar with ethos, pathos, logos,…?)
Now I only wish that our local politicians would take a lesson or two from him about oratory and stop looking at their notes whenever they give a speech…
Lib replied:
I agree with many of the points you’ve written above. Obama is intelligent, obviously I do not deny him that, after all, he’s a graduate of Columbia
D (oh and Harvard. Blah) But Obama is also charismatic and has a very winning persona. A huge problem with former president Bush was that he’s disliked. Heavily disliked. We’ve heard him described as an idiot, an ass and also a complete moron. He’s been the butt of jokes more times than anybody can keep count anymore. With Obama, it’s almost a complete 180. I’ve discussed this with my friends before too, Obama is very much a celebrity. In fact, he’s the celebrities’ celebrity. Donning Obama campaign gear, voicing your support for Obama or simply pinning a “Vote Obama” button to your bag is cool. He’s popular. He’s beloved and frankly he hasn’t done much to accumulate such revere and affections, in my opinion. Obama’s handsome and he’s a great orator because he commands attention. He pauses at the right moments, he smiles the right kind of smile and his eyes make you want to believe in this man who is so new and inexperienced it’s alarming. Because the truth is that people will forgive a lot when it’s done is a charming manner, with a smile and a wink. And Obama’s good at those.
January 23, 2009 at 3:07 am. Permalink.
Pree replied:
I think you are absolutely right. I also saw Jon Stewart’s Daily Show (I love it, its one of the best ‘fake news’ shows out there,) and was surprised at the parallels between Bush and Obama. I also feel that Obama is very smart and is able to deliver speeches extremely well, and when he talks, you feel like listening. However, i dont know what to expect from this presidency. The expectations for Obama are exceedingly high, so much so, that i don’t think he will be able to do all he is expected to, because let’s face it. One human being cannot completely overturn and change a system. However, i really do feel like Obama will try to do something about the situation. He has really brought the country closer together, and i expect him to a good job.
January 23, 2009 at 3:15 am. Permalink.
The American friend replied:
I agree with your commentary and comparison of Bush and Obama’s speeches. I think Jon Stewart made a very clear point about the political rhetoric that has seeped into every typical presidential speech. On one hand, we can consider Bush, who is thought of as stupid and unable to lead the US nation efficiently. This notion is further encouraged by his numerous slip-ups, his awkward pauses, his very cursory answers to some very complex questions, etc. On the other hand, there is Obama, who, compared to Bush, has a way with words that is striking, has graceful poise, and has a speaking ability of excellent quality.
Yet, as shown in Jon Stewart’s video, even though their views on political issues are starkly different, they actually use the same, flowery language to make their claims and state their opinions. As you’ve mentioned, clearly there is something deeper going on for the audience than just their carefully chosen words. I agree with your claim that speaking ability and techniques play a large part in audience reception, but I would also argue that a large part includes their political backgrounds and what in what they believe. Sure, they say the same things in those clips that Jon Stewart had compared, but their statements are made in fairly different contexts. Namely, that Bush stands for the olden, post 9-11 government, while Obama stands for new change, new hope, and new possibilities.
I should stop my rambling now, because I think it’s pretty clear that I am fairly biased and somewhat liberal. I’m not trying to be combative or anything, but I hope this helps!
January 23, 2009 at 3:33 am. Permalink.
Mich replied:
Since I am another one of your American friends, I can confirm that on the day of Obama’s inauguration, the first three periods of my classes were devoted to watch the Obama get sworn into office. While we still completed other works, it is obvious that Barack Obaka’s presence has greatly struck not only the United States, but the globe as well.
I did hear Obama’s speech and I would have to agree that he is indeed a wonderful orator. His words were well-spoken and impacting. As such, it makes his presence all the more powerful. Since we are on the topic of communications, it is important to recognize that language and presence are key to expressing thoughts. Obama made strong statements, showed confidence and his speech alone communicated to the people that he will bring a better tomorrow for his people.
I had heard from teachers that Obama had made a slight flaw in his speech by reversing the order of a few words in a sentence. Even so, he was able to communicate and bring confidence. This definitely suggests that, as I mentioned before, language and confidence are crucial in securing support and communicating well. Had Bush been more successful in that aspect, perhaps more people would have continued to support his policies and lessened the snide remarks.
I think this would be an interesting topic to explore in terms.
Please continue to work hard. I look forward to hearing more interesting topics from you.
January 23, 2009 at 4:00 am. Permalink.
Shin replied:
Oh yes, definitely, on the “your everyday man” bit. I think there was a report that mentioned that Obama did not step on Michelle’s toes, even though he self-mocked his mediocre dancing skills.
But I think after all that glitz and excitement of the inauguration, the grit remains. Less than optimistic showings on the stock markets on the same day showed that.
January 23, 2009 at 4:09 am. Permalink.
Gwen replied:
I wasn’t surprised at the parallels; in fact, I was flinching through some of his inauguration speech because some of the things he said were liable to lead him into a lot of trouble.
Also – America is, after all, built on a very specific set of values which never waver.
I wouldn’t be surprised if he knew about logos, ethos and pathos. He did study philosophy in college.
Admittedly, Mr Obama’s speech was relatively short as compared to, say, the Budget speech. Or the National Day Rally. And he thus far has not had the opportunity to speak about anything in any great detail.
We do have some very good speakers. PM Lee Hsien Loong is one (he definitely nowhere near his father’s standard, but he has his own very distinct style); RAdm Teo Chee Hean is arguably another.
It is true, though, the stat boards tend to have better speakers than the public service.
January 23, 2009 at 9:01 am. Permalink.
a.m. replied:
Obama has been recognized as a great orator since his keynote speech at the 2004 Democratic Presidential Convention, and for those who have read his books (I have read ‘Letters From My Father’) will agree that he is also a talented writer. He has gained immense popularity with both the public and the media (I’ve read on several occasions about how journalists just love him) not only because there are tremendous hopes and changes that are expected in this new era, but because he’s got a good head on his shoulders and knows how to use that to show off his good points. Obama is still very much inexperienced in politics compared to others out there but he has the power to make us believe in him, to trust in him and that’s what made him a winning candidate. He and Bush made have had similar phrases in their speeches, because let’s not forget – Bush had some smart people working for him – but what’s the use of having great words in front of you if you can’t take full advantage of them and use them well? Obama does that, and we can only hope that he means what he’s said so far.
January 23, 2009 at 9:13 am. Permalink.
wen replied:
obama definitely embodies an individual who’s very gifted at communication. it’s not just the content of the words alone, or the way he says it, the physical aspect – his posture, gestures, expressions – all combine to leave a very powerful impression on the recipients of his speech.
moreover, his innate traits, like his family history and background, the colour of his skin – much as he claims it’s not about them, there are already strong associations linked to the public consciousness, regarding race and socioeconomic status, and so on. obama makes very good use of these aspects, so he becomes a positive symbol of hope in the eyes of many.
apart from his charisma and fantastic oratorical skills, his presidential campaign also made use of the new media to connect and engage the younger generation quite successfully, and his ability to garner this youth vote was one of the the factors that helped him clinch his presidential victory.
obama has an amazing capability to capture the hearts of people through his speeches and his campaign. let’s hope that his actions can deliver what he has promised.
January 23, 2009 at 2:26 pm. Permalink.
Javiera replied:
As everyone above, I’ll agree one big plus Obama has is his gift as an orator. I like politics as a general subject of discussion, but I usually avoid political speeches because rarely do politicians make them appealing enough. it plays hugely in his favor that Obama can talk, but the thing with him is that he isn’t only that.
I didn’t expect the subject of the inaugurational speech to be anything original, those were thing he had to talk about, it’s what people wanted and needed to hear. I do enjoy better his more direct declarations and comments on different subjects, though, because he’s willing to talk about them and do it as a grown up. Bush is or isn’t an idiot, I don’t really know. He certainly wasn’t a decent president, but that doesn’t necessarily makes him an idiot. What he is is a poor public speaker and he does seem to consider the people idiots (and I’m sorry, to a point they are, if they voted for him… twice!), that’s why he has never think of explaining himself and makes the most stupid jokes at the most inappropriate times. Obama takes things seriously, and with what the country (and the world) are going through right know, we appreciate it. That goes hand in hand with him being a good orator, but it’s not the same thing, and both have to be consider different and equally valuable considering the work Obama has ahead of him.
Chile had some good orators in the past, though one of the best (with one of the best speeches) is directly tied up with our darkest hours (decades, actually) in history. Though, that tends to be the case a lot, don’t you think?
January 23, 2009 at 2:56 pm. Permalink.
Anonymous replied:
Yes, Obama’s choice of words and delivery were more eloquent and appealing but Bush was also elected (and twice) despite the Bushism and lack of diplomacy.
Other than being a great orator and the media’s darling, I think it was also because he had all the ingredients of a winning formula. Namely, an outgoing president that most have had enough of, an appealing and timely ideology (cue: change), ivy league education, the sincere family man, a background that makes you relate to him (black, white, young and old..).
That said, I find myself rooting for him but at the end of the day I can’t really say why. He is definitely a charming individual with the gift of the gab (or is it his speech writer?). A president should preferably govern with popular support so he has won half the battle. He gets full marks as a politician and I look forward to see how he performs his executive duties.
As for the local politicians… I see them more as reading than making a speech. There is a lack of passion and inspiration when you compare them to the American politicians.
January 23, 2009 at 3:07 pm. Permalink.
raizael replied:
I won’t disagree, because I myself was impressed when I watched his inauguration speech. I didn’t see the Bush-Obama speech connection until you brought it up, and it actually gets me thinking about it.
I think he really has the entire world shaking. With his ideologies, charm and charisma, I think America would be proud to have him as the president… the world even, since we all wanted to be a part of this great event in history (and yes, I believe it’s not his speech maker).
I’m quite inexperienced with politics and news maybe because it doesn’t really pique my interest, but apparently this really makes me think. Right now it’s just the beginning of a new term (and a new America?), so hopefully Obama will do well as he says well.
January 23, 2009 at 4:05 pm. Permalink.
YC replied:
Great article, and yes, Obama’s an amazing speaker. I watched the inauguration live on CNN (with Facebook), and it was quite an experience. On another note, the BBC reporters stated that Harry Truman, 33rd President of the US, left the office in shame, but the Americans are very forgiving in nature. Hopefully they will all forgive George Bush in time to come. After all, he had a hard time too, with the 9/11 and all =).
Some articles on Obama’s speechwriter:
http://www.guardian.co.uk/world/2009/jan/20/barack-obama-inauguration-us-speech
http://www.huffingtonpost.com/2008/01/19/obamas-speechwriter-a-bab_n_82301.html
http://www.newsweek.com/id/84756
=)
January 23, 2009 at 6:17 pm. Permalink.
Geri replied:
As most of the readers have already confirmed, Obama is indeed a gifted speaker with an amazing stage presence. You just can’t help but sit up and take notice of that man. Political speeches usually bore me (or maybe it’s just our own politicians speaking like their own speeches bore them!) but I found myself listening to Obama’s speeches with rapt attention.
Thinking back, the content of Obama’s speeches are hardly what you’d call out of this world, nor are they strong or passionate enough to be revolutionary. What made people (included myself) fired up about his speeches was the fact that the man can communicate in every sense of the word. His verbals and non-verbals are so dynamic and never fail to compliment each other. He is definitely an example of a great communicator.
That said, it’s going to take a lot more than awesome communication skills to clean up after George Bush and live up to the people’s expectations of the ‘change [that] has come to America”.
January 24, 2009 at 4:16 am. Permalink.
Anonymous replied:
I agree, obama knows how to give a great speech. He knows how to get people to listen to him. you say that
“Obama delivers his speech in a rousing manner that is full of conviction, and compels the listeners to focus more on his manner of speaking than on the words themselves.”
this is true. If Bush was better at public speaking he probably wouldn’t be as hated as he is. everyone want’s a leader who is intelligent. or at least sounds like he knows what he is talking about.
the question now is if Obama will be able to deliver what he promised to do. I do not believe that he will be able to do everything that he wants to do(and everything that is expected of him) within 4 years. Bush has left him with a gigantic mess to deal with. It’s like parents coming home to find their kids causing mayhem while the babysitter sits on the couch oblivious to everything.
will things change under Obama? hopefully yes, but not as quickly as we all would like it to happen.
January 24, 2009 at 7:35 am. Permalink.
Patricia replied:
Obama is like our ray of hope. It’s no wonder that people from all over the country and all over the world has their eyes fixed on him. While Bush tried very hard to sympathize with the country’s people, he surely did not grasp their hearts. Obama’s speeches and actions showed the country that his focus is on the people – not just those who are in the upperclass, but also those who are in the middleclass and even those who are leaning towards the poor.
When the country’s people is asking “what about me?,” there must be someone who is willing to take up that call, and Obama answered it in a way that moved and captured the population’s heart. You’re right. Whether he will deliver or not, we will all have to see. However, the way he delivered his speeches made the people at ease and instilled trust and respect. All eyes are all on him right now. While some see this as a piece of history being made with an African American president, others are almost viewing him as a savior.
January 25, 2009 at 12:02 am. Permalink.
Holly replied:
Although I disagree with Obama on many, many subjects, he still has his good points, doesn’t he? Sometimes I have to stop and remember that Obama really is just a normal man who got elected for President. He has a wife and children like any other man, but he is also now playing a very important role in the lives the the US citizens.
He is good at speeches as well although there are times when it seems he isn’t making his point. I don’t like how so many people are looking at Obama as a savior, though. Yes, respect him as your President, but do not praise him like he’s now in control of ever action you make and whatever he says you’ll do.
Although he is a normal man, he also isn’t because he now has power as the President of the United States. I hope over time some of his views change, but all in all…
I truly do want him to become a good President.
January 25, 2009 at 4:00 am. Permalink.
farhan replied:
Obama has got this easy, confident vibe about him. Its not just his speeches. I saw his interview done with Jimmy Kimmel and i was amazed at the way he carried himself and matched Jimmy’s humour. The way he could deflect Jimmy’s jibes left me slackjawed, to be honest. This guy isnt just a politician, but a people person as well.
Lets not forget, he even went to a normal diner to buy hotdogs.
He even joked to the cashier, “Why does his (another fellow customer) hotdog have grated cheese but mine doesnt?”
As for Bush, he got a guy throwing shoes at him. Nuff said.
January 27, 2009 at 10:02 am. Permalink.
ning replied:
Well I think that the world is putting on too much hopes and expectations on Obama.
Everyone is expecting him to do a miracle, which Bush failed to achieve.
Citizens of America are hoping that this newly elected president will assist them thru this economic crisis , true enough , Obama took his first step in assisting them. He offered them some financial package to assist them But I am wondering, how long will this last?
As far as I know, some of the business in America are having negative revenue returns and now this new president is also assisting them to pay up for the negative revenue returns.
February 5, 2009 at 3:13 pm. Permalink.
MavericK replied:
TO what ning had mentioned, I find it to be of no wonder why America is pinning a lot of hope on Obama. I mean, it’s definitely more practical to place your expectations on a real-life living person, then to do nothing but pray to the heavens, right?
And I won’t say it’s what Bush had failed to achieve, but rather, what Bush had caused during his reign of idiocy. Like what Farhan has pointed, Bush had got shoes thrown at him! Talk about sweeping the shoes off someone’s feet!
Another point about the people’s confidence in Obama is that he is also confident enough to take up the job at such a time of distress, and even smile in its presence.
OK, I think I sound like a fool here.
February 7, 2009 at 10:27 am. Permalink.
moonprincess87 replied:
I agree with you! I watched a couple of his speeches when he was campaigning and his inauguration. I agree that he is a great orator. From his speeches, I believe that he will be able to put his words into actions. I like the way he carries himself and yes, I am impressed at how humble he is.
I hope that he will be able to do what he has said and to make the world a better place!
February 7, 2009 at 6:46 pm. Permalink.