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A practice closely related to the excellent use of symbolism is the practice of choosing words rich in corollary meaning. Obama does this with great skill. Unlike symbolic words, a word rich in corollary meaning is not necessarily laden with patriotic or emotional meanings. Nonetheless, such a word is multidimensional in the ideas and images it evokes. The effectiveness of Obama s
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communication demonstrates that, in choosing key words, selecting a word that implies 20 others can prove worthwhile. Think about this example: In the year I was born, President Kennedy let out word that the torch had been passed to a new generation of Americans. He was right. It had. It was passed to his youngest brother. From the battles of the 1960s to the battles of today, he has carried that torch, lighting the way for all who share his American ideals. It s a torch he s carried as a champion for working Americans, a fierce proponent of universal health care, and a tireless advocate for giving every child in this country a quality education. It s a torch he s carried as the lion of the senate, a man whose mastery of the issues and command of the levers of government whose determined leadership and deft political skills are matched only by his ability to tell a good story.5 Obama could have referred to some other light-bearing object, rather than a torch, as being passed on. A torch, however, has positive corollary value. It elicits images of Olympic athletes and is associated with great achievement, great heroism, and the quest for excellence. The word choice sets powerful imagery dancing in the mind. Obama shows that leaders seeking to convey vision excellently can leverage corollary meaning to provide greater impact to their words.
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Obama also employs the technique of personification very well. I use the term personification to refer to the act of giving inanimate objects or ideas human characteristics, such as emotions or actions. For example: Every house on the street was sleeping. The wind began to moan and the clouds wept down rain.6 More often than employing a personification technique, however, Obama gives ideas physicality, such as when he sees hope in the light of eyes. In doing so, Obama ties emotions or ideas to concrete images. Giving ideas physicality is a highly effective way to present ideas in ways a listener will remember. The embodiment gives the imagery power; the words resonate at a deeper level and listeners are more likely to remember how the imagery makes them feel. Consider this difference: suppose if Obama had simply stated, I know you all are hopeful; I can see this. Contrast the impression of those words with the impact when Obama uses words that confer physicality, as after the Iowa primary on January 3, 2008: But we always knew that hope is not blind optimism. It s not ignoring the enormity of the task ahead or the roadblocks that stand in our path. It s not sitting on the sidelines or shirking from a fight. Hope is that thing inside us that insists, despite all evidence to the contrary, that some-
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thing better awaits us if we have the courage to reach for it and to work for it and to fight for it. Hope is what I saw in the eyes of the young woman in Cedar Rapids who works the night shift after a full day of college and still can t afford health care for a sister who s ill; a young woman who still believes that this country will give her the chance to live out her dreams. Hope is what I heard in the voice of the New Hampshire woman who told me that she hasn t been able to breathe since her nephew left for Iraq; who still goes to bed each night praying for his safe return. Hope is what led a band of colonists to rise up against an empire; what led the greatest of generations to free a continent and heal a nation; what led young women and young men to sit at lunch counters and brave fire hoses and march through Selma and Montgomery for freedom s cause. Hope. Hope is what led me here today with a father from Kenya; a mother from Kansas; and a story that could only happen in the United States of America. Hope is the bedrock of this nation, the belief that our destiny will not be written for us, but by us, by all those men and women who are not content to settle for the world as it is who have the courage to remake the world as it should be. [Emphases added] The first statement, I know you all are hopeful. I can see this, sounds unconvincing, flat, and fails to stir a listener. In contrast, Obama s elaboration on hope above enables the listener to visualize the notion. The listener can see hopeful eyes. The image is vivid. Similarly, when Obama ties the notion of hope to hon-
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