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I AND E XPERIENCE
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In using communication as a powerful tool, Barack Obama demonstrates that another important way to win hearts and minds is to personalize a message with skillful use of pronouns the I, you, and we connection. Tapping into a prevailing mood is important, yes. Providing effective details is important, also. But sometimes it is easy to overlook what you, the speaker, believe specifically and the experiences that underpin those beliefs. Personalizing a message and referring to your own relevant experience help to personalize the message and to establish credibility. Your experiences help establish your authority. References to relevant experience, combined with skillful employment of you, I, and we, help transmit the message that the speaker and the audience are part of the same team. It helps elicit
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the reaction, He s been there; he knows. This, in turn, lays the foundation for swaying hearts and minds. Below, Obama demonstrates this practice: Finally, as you and I stand here today, know that there is a generation of children growing up on the mean streets and forgotten corners of this country who are slipping away from us as we speak. They walk down Corridors of Shame in rural South Carolina and sit in battered classrooms somewhere in East LA. They are overwhelmingly black and Latino and poor. And when they look around and see that no one has lifted a finger to fix their school since the nineteenth century; when they are pushed out the door at the sound of the last bell some into a virtual war zone is it any wonder they don t think their education is important Is it any wonder that they are dropping out in rates we ve never seen before I know these children. I know their sense of hopelessness. I began my career over two decades ago as a community organizer on the streets of Chicago s South Side. And I worked with parents and teachers and local leaders to fight for their future. We set up after-school programs, and we even protested outside government offices so that we could get those who had dropped out into alternative schools. And in time, we changed futures. And so while I know hopelessness, I also know hope. I know that if we bring early education programs to these communities; if we stop waiting until high-school to address the dropout rate and start in earlier grades; if we bring in new,
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SAY IT LIKE OBAMA AND WIN!
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qualified teachers; if we expand college outreach programs like GEAR UP and TRIO and fight to expand summer learning opportunities like I ve done in the senate; if we do all this, we can make a difference in the lives of our children and the life of this country not just in East LA or the South Side of Chicago, but here in Manchester, and suburban Boston, and rural Mississippi. I know we can. I ve seen it happen. And I will work every day to do it again as your president.4 [Emphases provided ]
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Combining references to I with references to you also personalizes a message, creating a greater sense of closeness. The distance between the podium and the audience seems to narrow. Whatever physical barriers are present (a lectern, for instance) become lesser obstacles. The speaker s words strike closer to the heart. Consider this: My father came from thousands of miles away, in Kenya, and went back there soon after I was born. I spent a childhood adrift. I was raised in Hawaii and Indonesia. I lived with my single mom and with my grandparents from Kansas. Growing up, I wasn t always sure who I was or where I was going. Then, when I was about your age, I decided to become a community organizer. I wrote letters to every organization in the country that I could think of. And for a while, I got no response. Finally, this small group of churches on the
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