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INTRODUCTION
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5, Conveying Vision, explores practices that have enabled Barack Obama to get his point across so effectively. It studies the lessons to be learned from his skill in using descriptive, multidimensional words, rich with corollary meaning. His ability to humanize ideas, themes and emotions, to employ backward loops and to recount effective anecdotes distinguish him as a speaker, as do the ways he crystallizes his points so that they re remembered long after he has delivered a speech. 6, Driving Points Home, delves into techniques Obama employs to distill his main issues, making them dominant in the listener s mind. Despite significant time constraints many of his speeches are only twenty minutes long Obama speaks very effectively, employing an impressive range of rhetorical techniques to convey powerful messages. Among these techniques are conduplicatio, anaphora, epistrophe, mesodiplosis, alliteration, and tricolon. Fancy names, remarkable impact. We show how these techniques allow Obama to home in on key thematic ideas. We also explore how Obama communicates takeaways and slogans with such great effectiveness that many people can recite those slogans with ease. 7, Persuading, explores lessons to be learned about the practices Obama uses to bring others to his way of thinking. When seeking to do more than convey information, but also to impact opinion and encourage action, Obama pays particular attention to emphasizing a strong sense of logic, sequencing ideas, and addressing non-rhetorical questions. Particularly notable is his use of juxtaposition and the antithesis structure as hallmarks of his persuasion style, comparing and contrasting ideas excellently. Together, these techniques help him to elicit a yes response the nod of affirmation of the persuaded listener.
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INTRODUCTION
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8, Facing and Overcoming Controversy, takes a look at how Barack Obama uses his strong communication skills to weather and survive controversy, often defusing it and mitigating any damaging effects. Whether addressing a poor choice of words or dousing the fire set by the incendiary remarks of Reverend Jeremiah Wright, we see how Obama s communication practices have aided him in efforts to face and overcome controversies. His sincerity, as well as his tendency to address errors head-on and to accept responsibility while standing strong in his beliefs, offer many lessons. 9, Motivating Others to Action and Leaving Strong Last Impressions, explores the communication practices that have helped Obama motivate people to take action. It delves into the tools Obama uses to convey a sense of momentum and build a sense of urgency, while adopting a communication style that makes him seem more accessible to the audience, as if speaking one-to-one. It also explores how Barack Obama s communication style enables him to build to a crescendo, underscoring memorable takeaways and ending strong. 10, The Speeches that Made History, includes historical speeches from Obama s acceptance of the presidential nomination at the Democratic National Convention, the Election Night Victory address, the Inaugural Address, the address to Ghana s Parliament, and the health care reform address to the Joint Session of Congress. We have much to learn from these practices that, together, have helped make Barack Obama one of the most outstanding communicators of recent times.
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THE SPEECH THAT STARTED IT ALL
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n a night of the 2004 Democratic National Convention, Barack Obama stepped onstage and electrified America with his keynote address. His discourse, widely hailed as inspiring and eloquent, provides a valuable snapshot of the excellent communication practices Obama employs as he harnesses the power of speaking with purpose and vision. Through his delivery, we learn how substance and style can work together to increase the effectiveness and impact of communication. This chapter presents the 2004 keynote address in full. Obama s written words are annotated with references to some of the gestures, tone, and pacing techniques he employed in delivering his career-accelerating address. Let s look at what made the 2004 speech such a success.
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SAY IT LIKE OBAMA AND WIN!
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