Obama's Rhetoric
Barack Obama’s Inaugural Address: Metaphor and Values as Captivating Strategies to Celebrate a Presidency
M. PILAR GUITART ESCUDERO Coordinadora Área Lengua-Lingüística Hispanic Studies Program University of Virginia VA, EEUU C/ Ramón Gordillo, 4 46010 Valencia E-mail: pilar.guitart@uvavalencia.org Tel. +34 96 3691 485
BARACK OBAMA’S INAUGURAL ADDRESS: METAPHOR AND VALUES AS CAPTIVATING STRATEGIES TO CELEBRATE A PRESIDENCY ABSTRACT: Barack Obama's rhetorical style is broadly acknowledged to be one of the most outstanding examples of communication strategy in recent political oratory. His political success reinforces the thesis that language is a powerful tool to influence citizens. The relationship between power, discourse and cognition provides the theoretical framework for the present analysis of Obama´s Inaugural Address; a speech which relies on literal meanings, and above all on figurative ones. Using this speech I will demonstrate how metaphor is a powerful strategy since first, it facilitates the understanding of abstract concepts in a short time span; second, it conveys positive images that benefit the orator; and, finally, because the message conveyed is doubly powerful as it works through both auditory and visual channels. EL DISCURSO DE INVESTIDURA DE BARACK OBAMA: METÁFORA Y VALORES COMO
ESTRATEGIAS PERSUASIVAS PARA CELEBRAR UNA PRESIDENCIA
LE DISCOURS D’INVESTITURE DE BARACK OBAMA: METAPHORE ET VALEURS COMME
STRATEGIES PERSUASIVES POUR CELEBRER UNE PRESIDENCE
RESUMEN: La estrategia retórica de Barack Obama es una de las más sorprendentes en la oratoria política más reciente. Una victoria política que refuerza la tesis del lenguaje como arma poderosa para influir en los ciudadanos. Las relaciones entre poder, discurso y cognición constituyen el marco teórico del presente análisis en torno al Discurso de Investidura pronunciado por Obama en su toma de posesión como presidente; un discurso basado en significados literales y, sobre todo,
M. PILAR GUITART ESCUDERO Coordinadora Área Lengua-Lingüística Hispanic Studies Program University of Virginia VA, EEUU C/ Ramón Gordillo, 4 46010 Valencia E-mail: pilar.guitart@uvavalencia.org Tel. +34 96 3691 485
BARACK OBAMA’S INAUGURAL ADDRESS: METAPHOR AND VALUES AS CAPTIVATING STRATEGIES TO CELEBRATE A PRESIDENCY ABSTRACT: Barack Obama's rhetorical style is broadly acknowledged to be one of the most outstanding examples of communication strategy in recent political oratory. His political success reinforces the thesis that language is a powerful tool to influence citizens. The relationship between power, discourse and cognition provides the theoretical framework for the present analysis of Obama´s Inaugural Address; a speech which relies on literal meanings, and above all on figurative ones. Using this speech I will demonstrate how metaphor is a powerful strategy since first, it facilitates the understanding of abstract concepts in a short time span; second, it conveys positive images that benefit the orator; and, finally, because the message conveyed is doubly powerful as it works through both auditory and visual channels. EL DISCURSO DE INVESTIDURA DE BARACK OBAMA: METÁFORA Y VALORES COMO
ESTRATEGIAS PERSUASIVAS PARA CELEBRAR UNA PRESIDENCIA
LE DISCOURS D’INVESTITURE DE BARACK OBAMA: METAPHORE ET VALEURS COMME
STRATEGIES PERSUASIVES POUR CELEBRER UNE PRESIDENCE
RESUMEN: La estrategia retórica de Barack Obama es una de las más sorprendentes en la oratoria política más reciente. Una victoria política que refuerza la tesis del lenguaje como arma poderosa para influir en los ciudadanos. Las relaciones entre poder, discurso y cognición constituyen el marco teórico del presente análisis en torno al Discurso de Investidura pronunciado por Obama en su toma de posesión como presidente; un discurso basado en significados literales y, sobre todo,