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January 07, 2008

Obama's use of linguistic language patterns in his victory speech

Barack Obama's victory speech after the Iowa Caucus election contains quite a bit of powerful linguistic language patterns.

While I am not going to elaborate it all in detail, let me give you some great examples of how strong his rethoric actually is:

"You know, they said this day would never come. They said our sights were set too high. They said this country was too divided, too disillusioned to ever come together around a common purpose."

The 'you know' does not address anybody specifically, but it causes us to go inside and feel addressed. Inside of us, we have to simply agree. Then, the "They" part, unspecified, builds a frame - us versus them, but since he speaks to supporters, well, he captures their emotions, their committments and connection to him.

In his speech, he builds a lot of pictures, such as when he says that "you have done what the state of New Hampshire can do in five days. You have done what America can do in this new year, 2008. In lines that stretched around schools and churches, in small towns and in big cities, you came together as Democrats, Republicans and independents, to stand up and say that we are one nation. We are one people. And our time for change has come."

We all can see these lines and queues in our head now, can we not? Also, he starts with future pacing, putting people into the future, making them realise that in 2008, there will be change.

He then also keeps contrast framing against his opponents, without mentioning them by name. "We are choosing hope over fear. We're choosing unity over division." And further: " The time has come for a president who will be honest about the choices and the challenges we face, who will listen to you and learn from you, even when we disagree, who won't just tell you what you want to hear, but what you need to know."

There is much more in his speech and I like it a lot. The way he contrasts his opponents, integrates his supporters, and creates the future.

Toward the end of the speech, he says: "Years from now, you'll look back and you'll say that this was the moment, this was the place where America remembered what it means to hope."

Future pacing again together with a nearly classical sales script. He is like the salesman, who states that "yes, Mr. Jones felt the same as you did, about the high price, but in 6 months time, when you look back at this moment, you will realise ...."

May be the US is a country tranced out by a new candidate for a President. Obama's linguistic skills are great, way better than his current counterpart.

I am curious how he will continue his journey to the White House.


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Posted by Andreas at January 7, 2008 11:13 AM

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