This thesis will explore Barack Obama's success from two aspects: First how a rhetorical ethos was established by his speech “A More Perfect Union”; and second how this ethos was communicated through new media. Social networking sites were a new phenomenon to the political scene. Barack Obama’s social networking sites during the 2008 election for the President of the United States proved their effectiveness. Obama’s speech titled “A More Perfect Union” laid the foundations of a doctrine of unity. Obama created an ethos around the roots of unity, working together an ideal of what America is and can be, arguing its legitimacy from the Constitution. It sought to convince the audience of Obama’s ability, sincerity and representability (in the sense he represents all American citizens), enabling him to be seen as the incorporation of the values of American unity in diversity. The massive campaign conducted by the use of social networking sites and getting the public involved in the fundraising campaigns was a very able move by Barack Obama.
Key words: Obama-ethos-reconciliator-social networking-unity
|School:||The American University of Paris (France)|
|Source:||MAI 56/02M(E), Masters Abstracts International|
|Subjects:||Multimedia Communications, Political science, Web Studies, Rhetoric|
|Keywords:||Ethos, New media, Obama, Barack, Social networking, Speech, Unity in diversity|
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