Advancing Women in Leadership Vol. 32, pp. 107-122, 2012 Available online at http://advancingwomen.com/awl/awl_wordpress/ ISSN 1093-7099

Full Length Research Paper

Two Women for President: The Importance of the Announcement Speech on the Campaign

Rachel B. Friedman, Ph.D. Assistant Professor of Communication, Embry-Riddle Aeronautical University 600 S. Clyde Morris Blvd. Daytona Beach, FL 32114 (386) 226-6628 (office) E-mail: [email protected]

Nichola D. Gutgold, Ph.D. Associate Professor of Communication Arts & Sciences, Penn State Lehigh Valley 2809 Saucon Valley Road Center Valley, PA 18034-8447 610-285-5101 (office) E-mail: [email protected]

Women keep gaining ground in the world of American politics. There are more women senators, representatives, Supreme Court justices, secretaries of state and governors than ever. Still, America has never had a female president or even vice president. By examining the communication skills of women who have run for president we can begin to assess how a woman creates ethos for the presidency. This study focuses on an understudied genre of campaign speaking; a comparison of two high profile female candidates’ announcement speeches from both respective political parties. How a woman reveals that she is a candidate for president is key to her success. The presidential announcements of Elizabeth Dole and Hillary Clinton are examined to consider what introductory communication traits may best serve the next woman who attempts to break the largest and seemingly toughest glass ceiling: the United States presidency.

Keywords: women, politics, communication skills, campaign

The Global Gender Gap Report, which Liswood, co-founder and senior advisor to examines data indicating the resources and the Council of Women World Leaders, status of women compared to men cautions that the United States is still throughout the world, showed encouraging catching up in the world. She said, “What is signs for women leaders in the United lagging is women’s presence at the highest States. For the first time ever, the United levels of power be it management of a States ranked in the top twenty in its 2010 business or head of state or government or report. Although a hopeful sign, Laura parliament.” America is simply not used to

107 seeing women as power figures in leadership In 1972, Democrat congresswoman Shirley roles. This is especially true of women who Chisholm was poised and determined have run for president in the United States. when she announced her decision to Thus, by examining the communication run for president. She said: skills of women who have run for president I stand before you today as a we can begin to assess how a woman creates candidate for the Democratic ethos for the presidency. Additionally, we nomination for the presidency of the will be examining a rather understudied United States of America. I am not genre of campaign speaking; a comparison the candidate of black America, of two very famous female candidates’ although I am black and proud. I am announcement speeches from both not the candidate of the women’s respective political parties. We argue that movement of this country, although I how a woman reveals that she is indeed a am a woman, and I am equally proud candidate for president is essential to her of that. I am not that candidate of success. any political bosses or fat cats or special interests. Anyone running for president has to make his or her candidacies known. Two of the True, that although Shirley Chisholm was most well-known women to make their “unbought and unbossed” –her campaign presidential aspirations known are Elizabeth slogan—she like Chase Smith--had the Dole and Hillary Clinton. Before Dole and burden of running a campaign that was seen Clinton, to consider two other well-known as a symbolic gesture. After her bid, Ms. women made their presidential intentions Chisholm conceded privately that she “had known and have perhaps paved a path for at least two strikes—her sex and her race— Dole and Clinton against her. The difference in 2000, and again in 2008, both Dole and Clinton were In 1964, the Republican U.S. senator from cast in the press as viable candidates. Maine, Margaret Chase Smith, announced The announcement speech of a candidate her bid by telling her audience that she was comes during what Trent and Friedenberg encouraged to run when she realized that: (2004) describe as the surfacing stage. I would be pioneering the way for a Surfacing is the first of four major stages of woman in the future—to make the a political campaign and note seven way easier—for her to be elected functions of surfacing: demonstrating president of the United States. candidates’ fitness for office; initialing Perhaps the point that has impressed political rituals; providing the public me the most on this argument is that opportunities to learn about the candidate; women before me pioneered and developing voter expectations about smoothed the way for me to be the candidates’ personal and administrative first woman to be elected to both the styles; determining main campaign issues; House and the Senate—and that I separating frontrunners from the rest of the should give back in return that which candidates and establishing candidate-media had been given to me. relationships. Trent and Friedenberg (2004) Her bid took her all the way to the also assert that: The content of the speeches convention. should serve four main purposes. First,

candidates use the announcement address to indicate their intention to run for office.

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Second, candidates try to discourage other is “good reasons” which vary in form potential candidates from running. Third, among communication situations, the candidate's speech should reveal why the genres, and media; candidate is running. Fourth, the candidate (3) The production and practice of uses the address to announce the basic good reasons are ruled by matters of themes of a campaign. history, biography, culture and character; (4) Rationality is determined by the Our goal is to examine both Dole’s and nature of persons as narrative Clinton’s political styles and messages to beings––their inherent awareness of help create understanding about women narrative probability, and their candidates in the early stages of their constant habit of testing narrative campaigns. As Erika Falk notes “the way fidelity, (whether the stories they the media portray the candidates at the experience ring true with the stories beginning of the campaign is particularly they know to be true in their lives); important to how the electorate form their and first impressions” (p. 220). This may be (5) The world is a set of stories even more crucial for women as presidential which must be chosen among to live the candidates; since there have been so few, the good life (p. 4) announcement of their candidacies are especially focused upon by voters discerning Although Elizabeth Dole does not current whether or not to take her seriously. While hold political office, or an appointment, she male candidates rarely need to wonder if has been an extremely popular female voters will take them seriously, women do. politician. Several Gallup polls in 1999 As Daniel J. Palazzolo and Sean M. suggested she was the strongest of the Theriault write: “Timing, location, the Republican candidates, challenging even people who appear with the candidate, and George W. Bush and coming out ahead of the content of the speech define the Steve Forbes. As history proves, she candidate's overall strategy” (p. 350). dropped out of the race for what she cites as a lack of funds to continue the campaign. The announcement speech, and the Nonetheless, she was a well-liked political subsequent media framing of it, are key to a figure. candidate’s success and since both women—Dole and Clinton—had to situate According to Brooks Jackson of CNN at the their candidacies into the presidential realm time of Dole’s presidential bid “Elizabeth for voters, we believe that Walter Fisher’s Dole will appeal to more conservative narrative paradigm is useful to apply to our women -- probably older women, more study here. While Fisher may not have been affluent suburban women, professional first to develop the study of narrative, he is women. Certainly Republican women.” the scholar who most developed the Schemo (1999) of The New York Times narrative paradigm “most fully in the speech suggested many people were happy to see a communication field.” Fisher’s (1984) five woman run even if they disagreed with some features of narrative paradigm include: of her politics. At the beginning of her (1) Humans are essentially presidential campaign in Iowa, CNN storytellers; suggested that Dole offered “Girl power -- (2) The paradigmatic mode of human the kind of raw enthusiasm that money can’t decision making and communication

109 buy and political professionals can't fake” political stage if they recognized and (p. A22). Several volunteers of the Dole adhered to the frameworks for political campaign in 1999 said: “It's a very big plus discourse which have been shaped by for me that she happens to be a woman on masculine intentions” (p. 341). It seems top of that. And I think that it's time that we Elizabeth Dole is better at adhering to this see a change in how certain things are male formula because she has several of the approached”… Iowa State University's qualities of a southern belle (which men Stefan Schmidt said: “She has incredible might find charming) and she also values the appeal to independent women, to some dominant conservative perspectives in women Democrats. There is excitement several ways (i.e. religion, abortion, the about the fact that she is the first person who death penalty, the war in Iraq, prayer in really could be the first woman president.” schools, etc). According to Tillie Fowler, a Her narrative focused upon Dole as a Republican representative from Florida, trailblazer and a woman who could rise Even a lot of good ole boys really above the male dominated world of politics. love Elizabeth Dole…You have to Both Republican and Democrat mothers understand where she grew up and brought their daughters to see Elizabeth how she grew up, and the fact that Dole campaign because they wanted to show she retained a lot of that. You grow their girls that a woman could at least run up as a Southern woman, you grow for President. This theme was evident in up knowing about being a good Dole’s branding of her campaign. Her neighbor, being polite, standing slogan “Let’s make history” suggested a when somebody comes in the room, “her story” mantra. The main theme of her and saying ‘Yes Ma’am’ and ‘Yes candidacy was that a woman can do it; this Sir.’ I mean that’s just part of you woman can do it, ergo, you (other women) that becomes ingrained, and I think and girls (future women) can do it, too. This it’s that part of her that makes her approach is fraught with controversy. As less threatening to some of the good Maria Braden points out, as early as the ole boys. She doesn’t have this hard 1920s “the question of whether women edge that some women acquired candidate should emphasize gender was along the way (Gates, 1997, p. 236). already being discussed” (p. 37). Dole’s This description of Dole by Fowler may also strategy of emphasizing her gender may shed light on why Dole would resist calling have solicited distracting attention to her herself a feminist. Elizabeth Dole is a novelty rather than her leadership qualities. conservative female politician. She maintains her image through being a woman Dole’s warm narrative style was in striking who articulates the values of the Republican contrast to a previously high profile national Party, but who also uses her gracious female political figure, Geraldine Ferraro. Southern style to ensure her femininity. According to Sullivan, Ferraro was not Traditionally, her religious values seemingly successful because she was attempting to be place her in the midst of Republican likeable during the debates, thus her normal ideology and acceptable womanhood. But, forcefulness and power was not exhibited how does she use personal experience, fully. One significant implication of politicize the personal, and employ an ethic Sullivan’s1989 study suggests, “…critics of care, all of which are more female styles may be tempted to propose that women of speaking, in her presidential would achieve greater success on the announcement speech on March 10, 1999?

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Dole begins her speech in Iowa as a woman DOLE’S EXPLORATORY who has an “obligation” to the people of COMMITTEE America. Her obligation is tightly woven ANNOUNCEMENT into this idea of the public servant whose Elizabeth Dole kicked off her 2000 calling it is to change the immorality or campaign for president of the United States wrongdoings in our culture. As is tradition in Iowa on March 10, 1999. The goal of her for Dole, this sense of calling can be linked speech was to talk about how her to many religious leaders who claim it was a experiences qualify her to be a good calling by God that led him or her to this president. In so doing, she tells a lot of moral position of leadership. Thus, Dole stories about her experience, her personal says, “I’m not a politician, and frankly, I life and how she is the caring, ethical think that’s a plus today. But I have spent a candidate to bring morality back to the lifetime in public service, and let me tell you White House after Bill Clinton’s eight year about that.” This statement procures the way run. For the most part, Dole does an for Dole’s narratives of experience in her excellent job at creating a very likable calling as a public servant, not as a politician disposition, one which is important for who was likely (during Bill Clinton’s female candidates, yet displaying toughness administration) to be associated with marital is more of a challenge. Elizabeth Dole infidelity. Dole seemingly wants to separate emphasizes a few key things in her speech. herself from the politicians and is able to do First, she iterates ideas of experience and this for two reasons: first, she invokes a making a difference. She repeats these moral argument promoting the ethic or the terms over and over throughout her speech. right thing to do and second, she most This is perhaps to demonstrate assertiveness recently had worked as the head of the Red in conjunction with likability (i.e. she has Cross, which is nonpartisan. It is much experience, she wants to change things, easier to ask people for money for world bring back a moral order, etc…). Second, disasters than it is to fundraise for particular she emphasizes “service over politics” and electoral candidates as political parties are “consensus over confrontation.” Third, she much more divisive. Dole says, “When I discusses drugs and education as they entered public service as a young woman, it pertain to keeping our children safe. And, was considered a noble thing to do. Today, finally she mentions the need for more too many of our young men and women military spending, but this argument is can’t see the wondrous possibilities of lodged between keeping our kids safe from public life for the ugliness of politics.” Dole, drugs and creating a better education again, reiterates this idea of the public system. Perhaps she does this to create a servant midway through her speech as she safer wedge for the toughness required of a says, “There is one overarching theme to my president to make decisions about the 30 plus years in public service, and I believe military and how we utilize our defense there; it’s that I placed service over politics, budget. Finally, Dole speaks interpersonally consensus over confrontation.” Again, as does Clinton, using inclusive pronouns towards the end of the speech, Dole says, like “we” and “our” throughout the speech. “…I think Americans are calling for leaders True to Fisher’s paradigm, her who really will help to call America to her announcement is replete with good reasons better nature.” This notion of her becoming why Dole should be President. president as a calling is very powerful, somewhat religious in nature, and aligns her

111 with morality. With these utterances, Dole says of this job, “What could be more puts forth the notion that her culture and important than trying to turn young lives experiences would serve America at just the around from the most negative behavior, right time, which further support Fisher’s gang leaders, et cetera, to help them prepare notion of the narrative paradigm. It is for a good job, and many of them for almost as though Dole is explaining that she college. That became our top priority. And didn’t choose to run for president because that was a wonderful mission field again for she wants to, but because America needs her me.” Using a term like mission suggests she now. It is a force bigger than her. is a public servant similar to a religious figure who may go on a religious mission Dole’s personal experiences are vast as she trip to help others in need. Again, she aligns mentioned she had been a public servant for herself with a spiritual, religious person who over thirty years. She begins her personal is a moral teacher and leader, helping people work narrative with the Department of like kids in gangs find his or her way, much Transportation citing various role like a mother might guide a child. requirements that are somewhat strong like “highway construction, shipbuilding, [and] Dole’s motherly tendencies were also useful air traffic control…” She lists all of her job for mediating the eleven-month Pittston coal responsibilities and then points out “That’s strike, where she worked with both the experience, that’s experience and that’s what president of Pittston coal and the president counts, you know. You’ve got to have the of the United Mine Workers and a mediator experience in governing and indeed I’ve had to come to a mutual agreement to resolve the a lot of that.” This is a great example of strike. She settled the coal strike on New using her personal experiences to back up Year’s Eve. Relating her mediation abilities her claims of being ready to do the job. She to experience, Dole says, “Again, that’s is also politicizing the personal by experience, that’s hands on experience that I constantly talking about her job experience think makes the difference.” Part of this (something men do not tend to do as often as female speaking style is to cite personal they do not have to prove they are qualified experience to support the claims one is to the same degree women do). She making and it is also part of this style to continues to talk about what she politicize the personal, which Dole often accomplished while with the Department of does when narrating herself into her stories Transportation and this is where she about civil service, helping others, keeping qualifies her ethos. Dole says, “I want to get America safe, etc. in there and make a difference, a positive difference for people. So you find the areas The mother in Elizabeth Dole constructs a where you can make a difference and you go lot of her experiences under the guise of for it.” This narrative builds Dole’s family. Dole asks her audience, “…are you credibility as a woman who can potentially better? Are your families stronger? Are your do the traditional man’s job, and again, she children safer from drugs? Are our schools relies on politicizing her personal life to in America first in excellence? Are you make her point. proud of the decisions you’re making and choices that those decisions are producing in The next job Dole speaks of in detail is her terms of our country and where our country cabinet job in the Department of Labor. is going?” In asking these questions, she Here, she invokes an ethic of caring as Dole uses her personal experience referring back

112 to the Reagan administration that first asked immediately. Immediately. This is “are you better off than you were four years important. ago?” She also asks questions mostly Defense is a typically male area of political relating to family, education and general discussion. It is harder for a female decision-making about morality (i.e. being candidate to come across as likeable, tough, “proud” of your choices and the and knowledgeable when it comes to this repercussion thereof). issue. This is the only place in the speech Dole speaks about such a topic and she tells As mentioned, many female leaders have a it as a narrative with rhetorical questioning. challenging time being perceived as both There is nothing entirely definitive about her tough and likable. Elizabeth Dole’s stance on the defense budget, only that we toughness, in terms of topoi, is a very small should increase it because other countries part of this speech. She asks for an increase may have nuclear bombs. Again, this is in the defense budget in the midst of a only an exploratory announcement speech, discussion of family and keeping children but her discussion of this subject is rather safe from drugs. Dole presents the minor and since it is in the middle of two “problem” of the defense budget as another other more typical areas of discussion for ethic of care in the form of a narrative. Dole Dole (family and drugs), it may not appear says, to be too forceful for the Southern Belle’s …the percent of our gross domestic image. This is not necessarily a good thing product on defense is the lowest in though. Dole’s time as a Senator of North 50 years. We know there are Carolina from 2002-2008 was not so problems with regards to the successful because she was unable to make readiness of our military, spare parts the hard decisions politicians often make in are needed, equipment that needs to electoral politics. But again, this may be to be replaced and talented people explain why she was more likely to make an in the military are leaving and I think argument about being a servant and a leader our defense budget is too rather than a politician. low. Yes. Let's get it up. The president recommended in his budget Dole wanted to lead this nation into moral $12 billion, but only $4 billion of high ground. She calls drugs a “cancer on that is new money. The rest, the 8 our society,” yet with good leadership, she billion is moving money around the says we can fix this problem. She cites Joint Chiefs, top military advisors Nancy Reagan’s “Say No to Drugs” recommended 17 billion. I say let's campaign and repeats “They [drugs] kill, go with the Joint Chiefs, right? Need they kill.” Her discussion of drugs is yet more money. And, you know, at a another example of how our country needs time when the Secretary of Defense to return to a better value system, one she is saying that North Korea within a could instill. Talking about Nancy Reagan, year may have nuclear bombs that she brings back the image of the good old could reach the United States and we days for some, a time during the Reagan know Iraq is manufacturing administration when things were simpler biological weapons, we need to do and there weren’t many choices for the everything to develop and deploy a people. The discussion of things like drugs strategic missile defense system and keeping our children safe really displays an ethic of care that many male politicians

113 would not use as a topic of discussion, but so sure she wanted to be president. It the topics work for Dole because she is still certainly was not the most aggressive way to feminine while displaying some type of approach the role of president of the United power. States. Furthermore, over the past twenty years or so, when the press would ask her The closing of her speech reiterates the about her presidential ambitions, Dole often notion of “calling” as discussed earlier. responded by saying “I’m not running for Many preachers, rabbis and other religious anything,” again reiterating this notion of leaders become servants of God because it the reluctant politician. That hesitancy is was his or her calling. Dole believes detrimental to all candidates, but especially “Americans are calling for leaders who women since America has never had a really will help to call America to her better woman president. nature.” This better nature is really based in a particularly vague set of morals and Next, we will examine Hillary Clinton, a values. These values, as set forth by Dole, woman who came closer to becoming are “respect for our fellow man…civility, president than any woman had before her. personal responsibility, the fact that every individual can make a difference...And HILLARY CLINTON: AT HOME IN certainly honesty and integrity, this is what I THE WHITE HOUSE AND ON THE think people yearn for today. And we are a CAMPAIGN TRAIL great country, yes. Yes that’s neighbor helping neighbor, isn’t it? That’s what it is The former first lady Hillary Clinton, “the all about.” Dole’s sermonizing narrative most ‘battle tested’ of all the Democratic completes the speech as one filled with all of candidates--” declared herself “in to win.” the elements of a more female style of And indeed, Hillary Clinton faced battles political rhetoric. when she ran for the Senate because she was a first lady that participated in a wider Dole embodied a feminine style of speaking sphere of influence than tradition has in her announcement speech and she proved allowed. In the United States, the roles of an agile storyteller. A large part of her style first lady and elected official could not be included a discourse that was both moral more different. While Robert Watson and religious in nature; it was even maternal (2000) noted that first ladies regularly fulfill at times. This argument that she was the both private and public roles, first ladies more moral candidate was likely not enough who use their white glove pulpit for and may have been too tender a case to controversial issues are often judged more make. This is particularly true since we harshly by the public. The promise that Bill expect politicians to make the hard decisions Clinton made on the campaign trail for the that may or may not always be moral. Thus, presidency was that voters would “get two people questioned Dole’s toughness. for the price of one;” yet, this was not what Additionally, Elizabeth Dole waited from some voters bargained for. Thus, Hillary January 4, 1999 when she stepped down Clinton had a rough first ladyship when she from the American Red Cross to March 10, wielded power that made much of the 1999 when she delivered her announcement American public uncomfortable. Most speech to let the American people know that notably, her work on the healthcare initiative she wanted the job of president. We believe made her an unelected policymaker, which this created an impression that she was not raised the ire of those who may have

114 preferred her to stay in a small sphere of unprecedented communication challenges influence more akin to a traditional woman’s for Hillary Clinton. role. As Lawrence Rifkind wrote, “Hillary Lisa M. Burns (2008) aptly noted that “the Clinton’s activist first ladyship suggested question of women’s “proper” place in that the role of being married to a head of political state places a woman in an inevitable quandary making it difficult to fulfill public culture is as relevant today as it has been expectations”(p. 611). As Jannette Kenner during any historical period” (p. 162). No Muir and Anita Taylor point out: “when stranger to rhetorical situations that two personals did constitute or work as a demanded rhetorical agility, her skills would team in the White House, they usually did so be tested in a way they never had before. with the male member of the team being its public face. As Karin Anderson noted, Clearly, Hillary Clinton had to launch her Hillary Clinton was aware that when she presidential bid with rhetorical care. How enacted a more traditional role, her would Hillary Clinton tell her story as a popularity rose. In her autobiography, national figure in her own right? The Living History, Hillary Clinton recalls an narrative possibilities were endless. Could encounter with Clinton advisor James she re-introduce herself to the American Carville that occurred shortly after a trip to people, not as first lady, but instead an Nepal where she and Chelsea were elected senator from New York and a photographed atop an elephant. She presidential hopeful. She had to strike the explains, “when we got back to Washington, right balance between powerful policy James Carville remarked: ‘Don’t you just maker and populist “every woman” who is love it? You spend two years trying to get likable enough to win their vote? How people better health care and they tried to would she highlight just enough of her first kill you. You and Chelsea rode an elephant lady experience to create an ethos that and they loved you!’” Colleen Elizabeth demonstrates leadership without dredging up Kelley noted that “Mrs. Clinton and her details of Clinton White House drama that husband have received steady criticism for many Americans would just as soon forget? presenting themselves in a way that some Would accentuating her feminine side win believe to be unprecedented for a president over voters or was that only a side of her and his spouse: as political as well as that people wanted to see when she was first marital partners.” As first lady, Hillary lady? When she ran for the senate while Clinton served as a spokesperson throughout finishing up her duties as first lady, Hillary America and the world when she ardently Clinton faced similar exigencies as a public attempted to gain support for universal speaker and a public figure. She healthcare. She spoke about children’s and successfully fulfilled the need to meet the women’s rights and repeatedly defended her people of New York, not as a celebrity first husband against several incriminating lady, but as a political powerhouse in her charges. As the equally educated political own right. She managed that and became spouse of her husband, she met with thought of as apolitical figure who would criticism for her public role, yet she could fight for New Yorkers’ needs. She not only not deny her political acumen. The idea that won a Senate seat, but she won re-election a former first lady would emerge as a to the senate in 2006. Originally labeled a presidential candidate, even one who was a “carpetbagger” for running for Senate from successful two term senator, presented New York, a state she never lived in,

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Clinton was not only successful in her bid, television reiterates that. The Internet as a she was a popular senator. How did she do forum for the announcement makes sense in it? One of the ways she got to know New this political age and Thomas Friedman Yorkers and allowed them to get to know (1999) has noted that the interest is her was not by talking, but by listening. “pervasive, unavoidable and indispensible.” Hillary Clinton embarked upon a "listening By making an Internet announcement, bus” tour of all parts of New York after her Hillary Clinton could attempt to capture the entrance into the senate race. She made it youthful demographic more likely to log her goal to visit sixty-two counties in the onto their computers rather than turn on state of New York, spending time with New their televisions. According to Joe Trippi Yorkers, talking to them in small-group (2004), in The Revolution Will Not Be settings according to the principles of retail Televised: Democracy, The Internet, and the politics. To announce herself as a Overthrow of Everything, using the Internet presidential candidate, Hillary Clinton did for the Howard Dean presidential campaign the electronic version of a listening tour, one in 2004 was a way to “engage Americans in that would be aided with “a little help from real dialogue” (p. 103). Her utilization of modern technology.” the Internet furthers strengthens the argument that Hillary Clinton knew that she IT’S ON THE INTERNET: HILLARY needed to employ all the “available means CLINTON ANNOUNCES ON THE WEB of persuasion” during her presidential bid. On Saturday morning, January 20, 2007, the Hillary Clinton never gave the tradition world learned that Hillary Clinton does, speech of announcement so common for indeed want to be president of the United political candidates that placed her in front States. The New York Times noted that of a flag on the Capitol steps. Instead, she “one reason Mrs. Clinton chose to make her relied solely on this brief, less than two- announcement on a Saturday morning, when minute Internet announcement to get her the political world is usually in slumber, was message to the masses. to dominate the news cycle, her advisers said, and contrast herself vividly as a leader Hillary Clinton put herself in a context that with President Bush before his State of the Americans had already known her from her Union speech on Tuesday night.” years as first lady in The White House. Appearing in a soft, home setting allowed her to blend her private sphere of influence Seated comfortably on a sofa in her well- as America’s first lady and hostess into the appointed living room, Hillary Clinton’s image for which she angled for: national announcement for presidency personified public official. Seeing her amidst the fine the feminist credo, “the personal is home furnishings was at once reminiscent of political.” Seeing a politician in a personal a president’s fireside chat and warm friend environment is not unusual. Increasingly, visiting for intimate conversation. politicians have become more familiar to us by appearing on late night comedy The setting of the announcement speech, her programs, and talk shows. Television has living room in her Georgetown home, made politicians more like celebrities who melded her personal life into her political are likely to present themselves as likeable, aspirations. The two other front runner popular figures. The Internet has, in some contenders for the presidency, Senator ways, a double effect of intimacy and then Barack Obama and Senator John Edward the rebroadcast of the announcement on

116 chose much less personal settings. Senator Internet, a more interactive forum for Obama announced his candidacy in political engagement. Goodwin alerted Springfield Illinois, outside, in front of the readers that “the Internet is the most Old State Capital and invoked the words of democratizing innovation we’ve ever seen— President Lincoln. Former North Carolina more so than even the printing press. There Senator John Edwards—trying to make a has never been a technology this fast, this visual point of the “two Americas” he spoke expansive, with the ability to connect his of, in his campaign—stood outside in the many people from around the world.” Ninth Ward of New Orleans in front of a group of young people who worked with him to restore a home after Hurricane Hillary Clinton’s decision to sit on sofa, in Katrina ravaged the city. her home with family photos, featuring her daughter Chelsea and her husband, former Her participative and cooperative President Bill Clinton visible in the announcement speech drew much review background, was a much different choice from the press. The Washington Post noted, than her rivals. Both her husband and “The effect was one of breathtaking political daughter would play significant roles in shrewdness and brilliant staging, like a Hillary Clinton’s presidential bid. It was not mash-up between "The West Wing" and surprising that Bill Clinton would have a Diane Keaton's latest holiday heartwarmer. role, but the emergence of the young adult And for all its studied spontaneity, its air of Chelsea Clinton as an articulate voice for having been pre-tested, choreographed, and her mother was notable since she played a managed to within a microfiber of Clinton's minimal role in her mother's 2006 senate mascara, it worked, if only to provide a little reelection campaign, even missing the state eye candy within a grainy sea of canned nominating convention because of a work speeches and awkward iChats.” Media conflict. Her presence was welcome, outlets noted that Clinton’s announcement especially since there were already a number speech setting was markedly different from of photogenic children, including the young that of her counterparts. Michael Goodwin families of Barack Obama and former John of the New York Daily News gave her Edwards. Seeing Chelsea Clinton in the marks for uniqueness. He wrote, photographs in the living room were also a Thus, her call for a ‘national nonverbal announcement of the well-raised, conversation’ and three nights of live young woman and her emerging role in her Web chats are all New Age, touchy- mother’s campaign. feely moves that target young people and women. As the only woman in When we first look at the scene, we take in a the expanding Democratic field, the familiar figure: former First Lady and forum is a chance for her to remind Senator from New York, Hillary Clinton. women voters especially that the We are reminded of her domestic side, that Mommy Party is their party and that of mother as we glimpse the framed family she can best represent them. That photos in the setting. She started: “I she is doing it on the Internet makes announced today that I am forming a her look younger and hipper than her presidential exploratory committee. I'm not 59 years. just starting a campaign, though, I'm It was also a politically savvy move, since beginning a conversation -- with you, with the trend in politics is moving towards the America.” Her use of language to “have a conversation” is intimate and suggests

117 interpersonal communication rather than announcement speech was crucial in public campaigning. Her choice to launch creating her own national political character. her campaign over the Internet (which was widely broadcast over television) suggests a Hillary Clinton spoke in a manuscript style, personal connection more than her rivals, though unlike a live State of the Union since most people turned on their personal address, she had the advantage of editing computers to hear her announcement. She and it was obvious that the announcement was calling for participation and speech was cut and spliced together so that it cooperation. Her use of pronouns were would be as effective as possible. Still, personal, too. “Let’s talk,” How to make Hillary Clinton seemed comfortable “us” energy independent, “Our basic bargain delivering the speech and provided a warm, that no matter who you are or where you fireside chat feel. Her gestures contributed live, if you work hard and play by the rules, to the chatty, close feeling achieved in the you can build a good life for yourself and speech. For example, when she noted that your family.” Her intimate quest is not “we all have to be part of the solution” she “just” starting a campaign, but rather having raised her hands with her palms facing as if conversations with the people. The notion to suggest that we will all have to re-mold of kitchen klatches and gathering around for America. Later in the speech she rests her storytelling and discussion has long been a right arm on the back of the sofa to signify feminine tradition in America. Her call for that she is comfortable talking about these conversation suggests that through her issues and that we should feel comfortable politics she can not only maintain but sharing our views with her. She asks the improve relationships—in this case with the audience to participate, creating a reciprocal American people and government. She is interpersonal communication environment showing us that she is one of us, another not usually evident in traditional manuscript mother and wife trying to live the American speeches. dream. For a woman who has had anything but an ordinary life in America, she She used personal experience to back up her presented a very ordinary, family, feminine claim that she would be an effective vignette. Instead of accentuating her tough president. Her experiential evidence: “I business side in stiff business attire behind a grew up in a middle-class family in the podium, she took a “kitchen table” approach middle of America, and we believed in that to politics. She made her political self as promise. I still do. I've spent my entire life personal as possible. This functioned trying to make good on it. Whether it was effectively for Senator Clinton because it fighting for women's basic rights or was novel, warm and personal. Though she children’s basic health care. Protecting our looked serious and professional, she Social Security, or protecting our soldiers. appeared approachable and friendly. It's a kind of basic bargain, and we've got to Clinton was telling the story that she is a keep up our end.” In this statement she woman like any woman in America: in her reveals her ethos to lead the nation based on home, with treasured heirlooms around her. her history, biography, culture and character. She was building upon the image of her that She reminds the viewers that she has fought Americans already have by disclosing her for women’s basic rights and children’s story this time, on her terms. She may also basic health care.” In a similar way that be the wife of a former president, but this Karrin Anderson (2002) argued that Hillary Clinton employs personal narrative as a

118 rhetorical strategy to outline her political ideology in her autobiography Living This announcement speech exhibited several History, in her announcement speech Hillary sophisticated communication strategies on Clinton again leans on her own life story as the part of Hillary Clinton. She adopted a evidence that she would be an effective more female political style of speaking and president. Because she “grew up in a was ready with plenty of her own experience middle-class family in the middle of and background to support the claim that she America” and “believed in that promise” [of could lead the nation. She communicated opportunity for hard work in America] she online to create a modern connection to asks the American public to trust her, and to younger voters and subtly reminded voters vote for her. that she was now a newcomer to politics. She spoke utilizing a traditional manuscript Hillary Clinton also confronted one of the style, but her warm hand gestures and the exigencies that face women candidates: camera close-ups achieved a chatty, sounding tough enough to serve. She interpersonal, conversational speech of addressed the need to bring the war “to the announcement unlike any other. right end” and put Republicans and Democrats on notice that she is ready for a THE IMPORTANCE OF fight. Clinton said: “I have never been ANNOUNCING WELL afraid to stand up for what I believe in or to For a woman to launch a successful bid for face down the Republican machine." the United States presidency, she must Furthermore, “After nearly $70 million consider her announcement speech spent against my campaigns in New York carefully. Any inclination that she is not and two landslide wins, I can say I know forcefully announcing will likely cast her as how Washington Republicans think, how a symbolic candidate or vice-presidential they operate, and how to beat them.” She material from the start as occurred with closed with a personal, intimate request: Elizabeth Dole. Both Elizabeth Dole in So let's talk. Let's chat. Let's start a 2000 and Hillary Clinton in 2008 gave dialogue about your ideas and mine. carefully constructed announcement Because the conversation in speeches that underscored their experience, Washington has been just a little likeability and toughness. Clinton had one-sided lately, don't you think? several advantages: her likeability was And we can all see how well that based more on the setting, not as much on works. And while I can't visit the words she spoke, although they were everyone's living room, I can try. very inclusive words. She let her home And with a little help from modern paint a warm portrait of her. Her toughness technology, I'll be holding live was not a new facet of her personality, since online video chats this week, starting Americans viewed her as a no-nonsense Monday. So let the conversation politician from her previous roles anyway. begin. I have a feeling it's going to She also presented herself as “all in” from be very interesting.” the start. Dole, in contrast, had to convince The term “let’s chat” has a double meaning her audience that she was tough, nice and as she promises to not only start a experienced all at once. Dole was forced to conversation but to use technology that will reiterate her resume because she was never allow her, even if only through computer, to elected to political office. Clinton could get into everyone’s living room. speak more of the future with her speech,

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