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In the keynote address, we also see how Barack Obama addressed the elephant in the room his unconventional background, which he skillfully projected as a quintessentially American story of immigration, hard work, and the American Dream. Obama wove in references to his family and Pearl Harbor, Patton s army, a U.S. bomber assembly line, the GI Bill, and FHA mortgage funding, thereby connecting himself to historic apple pie American experiences. The mention of these American hallmarks became his credentials for asserting that, in spite of his exotic name, he was just like every American. Obama placed himself squarely in the progression of history, demonstrating that he was dreaming the same dreams as most Americans.
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Obama s choice of words also helped establish common ground. Generous America. Beacon of freedom and opportunity. Faith in the possibilities of this nation. This language resonated with the audience, tapping into patriotic sentiment. In a masterful way, Obama also wove in references to bible verses: Belief in things not seen . . .I am my brother s keeper. . . . I am my sister s keeper. . . . He lauded these references as simple truth. The biblical words and principles reached across divisions of race, class, and party, helping him connect with the audience. Simultaneously, Obama demonstrated his talents as he effortlessly transitioned from discussing biblical truths and linking them to America, to relating these truths to what he believes, creating the sense of a strong continuum. With these techniques, Obama successfully broke down barriers and built bridges.
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Obama demonstrated his ability to tap into the prevailing mood, strengthening the impact of his words by providing details and personalizing his message. When he spoke about the prevailing mood of many Americans who were tired of old-style politicking, he said, There s not a liberal America and a conservative America. There s a United States of America. Like leaders such as John F. Kennedy, Obama made a meaningful connection with his audience. As Obama offered specific examples about Americans facing challenges like a father who had lost his job and needed to pay for his son s medicine he connected with the audience, demonstrating that he understood intimately the concerns of middle
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America and could relate to these challenges. Similarly, as he personalized his message, explaining his deeply held belief in helping the middle class and working families, he won people over by speaking to them directly, almost intimately, and illustrating that their concerns were his concerns too.
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WORDS THAT R ESONATE
In his keynote address, Obama employed a wide range of techniques to convey his vision. Vivid language, symbolic words, and personalized ideas were among his tools. His language painted pictures in the minds of listeners: Slice and dicing us . . . We are one people, all of us pledging allegiance to the Stars and Stripes. He tied the notion of hope to the experiences of slaves and immigrants and personalized the issue of the Iraq War through references to one particular soldier Shamus whose easy smile we could visualize instantly. These all provided rich, multilayered communication, conveying vision and ideas excellently.
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Obama also employed an effective range of rhetorical techniques as he drove his central points home. Repetition was a primary tool. His repeated references to hope, with carefully constructed sentence structures, underscored the theme. Similarly, stating John Kerry believes five times in six sentences reinforced the image of Kerry that Obama sought to stress. Obama s skillful use of repetition focused attention on key themes, making them more memorable.
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In the 2004 keynote address, we also saw one of Obama s hallmark practices for persuasion: the use of juxtaposition for comparison and contrast. For instance, juxtaposition helped him crystallize the importance of the country s founding principles: Tonight, we gather to affirm the greatness of our nation, not because of the height of our skyscrapers, or the power of our military, or the size of our economy. Our pride is based on a very simple premise, summed up in a declaration made over two hundred years ago, We hold these truths to he self-evident, that all men are created equal. That they are endowed by their Creator with certain inalienable rights. That among these are life, liberty and the pursuit of happiness. His use of juxtaposition also crystallized the argument that Americans are one people and should move forward with unity: There s not a liberal America and a conservative America there s the United States of America.
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