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A Rhetorical Study of the Public Speaking of Harold L. Ickes in the 1936 Presidential Campaign

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A Rhetorical Study of the Public Speaking of Harold L. Ickes in the 1936 Presidential Campaign Louisiana State University LSU Digital Commons LSU Historical Dissertations and Theses Graduate School 1955 A Rhetorical Study of the Public Speaking of Harold L. Ickes in the 1936 Presidential Campaign. William Scott oblesN Louisiana State University and Agricultural & Mechanical College Follow this and additional works at: https://digitalcommons.lsu.edu/gradschool_disstheses Recommended Citation Nobles, William Scott, "A Rhetorical Study of the Public Speaking of Harold L. Ickes in the 1936 Presidential Campaign." (1955). LSU Historical Dissertations and Theses. 127. https://digitalcommons.lsu.edu/gradschool_disstheses/127 This Dissertation is brought to you for free and open access by the Graduate School at LSU Digital Commons. It has been accepted for inclusion in LSU Historical Dissertations and Theses by an authorized administrator of LSU Digital Commons. For more information, please contact [email protected]. A RHETORICAL STUDY OF THE PUBLIC SPEAKING OF HAROLD L. ICKES IN THE 1936 PRESIDENTIAL CAMPAIGN A Dissertation Submitted to the Graduate Faculty of the Louisiana State University and Agricultural and Mechanloal College in partial fulfillment of the requirements for the degree of Doctor of Philosophy in The Department of Speech by William Scott Nobles A., Southeastern Oklahoma State College, 19^7 M. A . , WeBtern Reserve University, 19^8 August, 1955 ACKNOWLEDGMENT The w r i t e r acknowledges the assistance of all those who h a v e contributed to the preparation of this dissertation. Particularly, he wishes to acknowledge his Indebtedness to his wife, Elaine, for her en­ couragement a n d assistance throughout the research and the preparation of the manuscript; to Professor Waldo W. Braden, wlio directed the study, for his invaluable criticism a n d guidance; and to Professors C. M. Wise, G. W. Gray, C. L. Shaver, 0. W. Peterson, T. H. Williams, a n d R. V. Williamson for their careful read­ ing of the manuscript and their helpful suggestions. li TABLE OF CONTENTS PAGE ACKNOWLEDGMENT.................................. ii ABSTRACT.................................. • • • v l INTRODUCTION ..................................... 1 CHAPTER I. THE PROBLEMS AND STRATEGY OF THE DEMOCRATIC PARTY IN THE 1936 CAMPAIGN......................... 11 Apparent Democratic prospects ........ 11 Major Democratic campaign problems. 16 Democratic campaign strategy.... 28 II. THE ROLE OF ICKES IN THE CAMPAIGN .... 39 Reasons for Ickes1 Important role as a speaker................... ^1 The New Deal's "hatchet-man".... ^-6 Ickes1 qualifications for the Job . 5^ III. PREPARING AND DELIVERING THE ATTACK . 59 Origin of the speeoh Ideas...... 60 Preparation and revision of speech manuscripts................... 62 Publicizing the attack........... 66 'Delivering the a ttack........... 69 IV. "WHAT SHALL THE REPUBLICAN PLATFORM BE?"............................. 73 111 CHAPTER PAGE Background and setting of the speech............................. 73 Purpose and thesis of the speech. 77 Lines of argument and organization. 78 Forms of support...................... 83 Use of language...................... 97 Reaction to the speech................ 103 Summary evaluation...................... 107 V. "GOVERNOR LANDON— PRACTICAL PROGRESSIVE"............................. 108 Background and setting of the speech................................. 108 Purpose and thesis of the speech. 113 Lines of argument and organization. 115 Forms of support...................... 118 Use of language......................... 133 Reaotion to the speech.................. 136 Summary evaluation....................... 14-3 VI. “HEARST OVER TOPEKA"................ 1^5 Background and setting of the speech.............................. 145 Purpose and thesis of the speeoh. 149 Lines of argument and organization. 153 Forms of support........................ 154- Use of language........................ 167 iv CHAPTER PACE Reaction to the speech................ 169 Summary evaluation.................... 174 VII. "LANDON, COUGHLIN, *ET AL»" ............. 177 Background and setting of the speech.............................. 178 Purpose and thesis of the speech. 181 Lines of argument and organization. 184 Forms of support...................... 187 Use of language...................... 203 Reaction to the speech................ 205 Summary evaluation.................... 210 VIII. "IS LANDON SINCERE?"..................... 212 Background and setting of the speech.............................. 212 Purpose and thesis of the speech. 216 Lines of argument and organization. 217 Forms of support...................... 220 Use of language...................... 227 Reaction to the speech................ 231 Summary evaluation.................... 235 IX. CHARACTERISTICS OF ICKES* PERSUASION. 237 X. APPRAISAL............................... 247 BIBLIOGRAPHY ..................................... 261 AUTOBIOGRAPHY..................................... 271 v ABSTRACT This study is a rhetorical analysis of the public speaking of Harold L. Ickes, Franklin D. Roosevelt’s Secretary of the Interior. The analysis is limited to Iokes’ major radio broadcasts in the presidential campaign of 1936. In that campaign, Ickes was the acknowledged "hatchet-man" of the New Deal. His speeches were devoted almost exclusively to attacks upon the Repub­ lican candidate, Alfred M. Landon, and upon Landon’s leading supporters. Ickes* own Republican background and his reputation for lnveotive and innuendo were among his special qualifications for his campaign role. This study analyzes the nature of Ickes* cam­ paign task, the characteristics of his persuasion, and the effectiveness of his speaking efforts. The first two chapters discuss Democratic campaign strategy and Ickes’ place in that strategy. Chapter III analyzes the speaker's general methods of preparation and delivery. In the next five chapters, five network campaign broad­ casts are studied. The analysis of each speech is based upon the following-named factors: background and setting, purpose and thesis, organization and lines of argument, forms of support, use of language, and reactions to the speeoh. The final two chapters synthesize characteristics vi of the speaker's persuasion and evaluate his performance as a speaker in his campaign role. One of the principal sources of material for this study is the Ickes Papers deposited in the Manuscripts Division of the Library of Congress. This collection contains speech files, including all drafts of speeches, and memoranda and letters concerning them; letter files, including political correspondence; and scrapbooks, which Include an extensive collection of press clippings pertinent to Ickes' activities as a campaign speaker. Personal interviews with people closely associated with Ickes in his department or in the campaign are also a source from which information was gathered. This study concludes that Ickes achieved a large measure of success in his role as a campaign speaker. His attackB on Landon were widely publicized and, in the opinion of observers both friendly and unfriendly, achieved their desired result. The chief sources of Ickes* persuasion were psychological techniques of suggestion. Among these techniques were "name-calling," the argument of "guilt by association," the constant and varied repetition of unproved premises, and the use of persuasive humor. These psychological appeals were not always supported by Bound logic or evidence, nor doeB it appear that all of them could have been. In this vil respect, Iokes failed, to demonstrate a maximum awareness of M s responsibility to M s audience. Ickes1 campaign oratory was neither elevated in theme nor statesmanlike in substance. It nevertheless captured public attention, and it apparently constituted politically effective persuasion in the 1936 campaign. viil INTRODUCTION A unique figure in American public life is lost to the nation and a phase of the New Deal comes to a close with the death of Harold Ickes. 1 On February 3» ^952, President Harry S. Truman marked with these words the death of Harold L. Ickes, the Illinois Republican who for thirteen years served as Secretary of the Interior under Democratic presidents. President Truman’s comment was appropriate, for the public record of Ickes, like the man himself, was Indeed unique. That record ended with words of high praise from the president who had six years before accepted Ickes1 heated resignation. Its most Important phase had begun in 1933 when Franklin D. Roosevelt appointed to his cabinet a life-long Republican who had never held public office, a man he had never before seen, and a man virtually unknown outside his own state. In a matter of weeks, Harold Ickes also became head of the Public YJorks Administration, and three years later he was one of the leading Democratic speakers in the Roosevelt campaign for a second term. During the 1936 oampalgn, Iokes delivered ten ^New York Times, February 1952, p. 18. major political addresses.^ Five of these speeches were broadcasts, thirty minutes each in length, over national networks. According to Paul C. Aiken, 1936 head of the Democratic Speakers' Bureau, the Republican Secretary of the Interior was in great demand as a campaign speaker.3 This position was Itself unusual for Ickes, who once ad­ mitted that he was "in no demand as a speaker anywhere or at any time" before becoming a member of the Cabinet, because he was "a perfectly rotten speaker. The most noteworthy aspeot of Ickes* campaign activity was not, however, the number and importance of his
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