View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by KU ScholarWorks WHO’S AFRAID OF MICHELLE: FORCING THE FEMININE STYLE TO RECAST OBAMA’S IDENTITY DURING THE 2008 PRESIDENTIAL CAMPAIGN By Ryan J. Weaver Submitted to the graduate degree program in Communication Studies and the Graduate Faculty of the University of Kansas in partial fulfillment of the requirements for the degree of Doctor of Philosophy. ________________________________ Chairperson, Robert C. Rowland ________________________________ Beth Innocenti ________________________________ Donn Parson ________________________________ Scott Harris ________________________________ Amy Devitt Date Defended: April 10, 2013 The Dissertation Committee for Ryan J. Weaver certifies that this is the approved version of the following dissertation: WHO’S AFRAID OF MICHELLE: FORCING THE FEMININE STYLE TO RECAST OBAMA’S IDENTITY DURING THE 2008 PRESIDENTIAL CAMPAIGN ________________________________ Chairperson, Robert C. Rowland Date approved: April 10, 2013 ii ABSTRACT In 2008 Michelle Obama faced a crisis of identity in the midst of her husband’s campaign to become the president of the United States. We know from polling data that Michelle Obama effectively managed that crisis, successfully reformulated her identity, and is presently one of the most popular and respected women in the country. Obama’s identity crisis was a problem that was resolved with rhetoric. This dissertation is a rhetorical analysis of the Obama campaign’s strategies to recast Michelle Obama’s identity—to diffuse stereotypes, rumors and innuendo by focusing predominantly on her role as a happy housewife and mother. The analysis in this project is split into two sections. The first section of analysis focuses on the Obama campaign’s initial effort to rehabilitate Obama’s identity via two high profile media appearances in June 2008. The second section of analysis examines Obama’s address to the Democratic National Convention on August 25, 2008. Analysis of Obama’s convention speech utilizes Dow and Tonn’s (1993) political feminine style to show how Obama delivered a message containing conflicting political ideologies. Obama used a feminine style to continue her conservative makeover while simultaneously projecting a progressive vision of the American Dream. Even though Michelle Obama’s identity was rehabilitated successfully, the analysis indicates Americans continue to be uncomfortable with strong, independent Black women in positions of power. Additionally, this case study reveals a disturbing trend regarding the use of the feminine style. Whereas typically it is a discursive form women use to gain access and influence, in this case it was forced upon Michelle Obama to usher her away from power. iii ACKNOWLEDGEMENTS First, I would like to thank my advisor, Robert C. Rowland, for all of his assistance, feedback, and support in completing this project. Dr. Rowland has served a major role in my development as a writer and a scholar. I am proud of this dissertation, and I attribute its quality to the careful editing and oversight of my advisor. More than that, I am forever grateful to Dr. Rowland for his friendship. I would also like to thank my other committee members: Beth Innocenti, Donn Parson, and Scott Harris. All of them have been invaluable mentors to me in my graduate studies. I want to thank my parents for all of their support. They have made tremendous sacrifices in their lives to provide me with an opportunity to pursue a PhD. They have always been a source of encouragement, and I share this achievement with them. Finally, I want to dedicate this dissertation to my partner, Nichole, and our dogs, Sally and Murphy. Their love and patience made completion of this project possible. I cannot imagine life without them. iv TABLE OF CONTENTS Chapter 1: The Critical Problem and the Need to Recast Michelle Obama’s Identity During the 2008 Presidential Election...................................................................................................1 Review of Literature............................................................................................................3 Methodology......................................................................................................................14 Preview of Chapters...........................................................................................................18 Conclusion.........................................................................................................................20 Chapter 2: The Feminine Style and First Ladyship.......................................................................22 Feminine and Masculine Styles of Communication..........................................................22 First Ladyship: Public and Private Women.......................................................................30 Chapter 3: Identity Crisis and the Obama Campaign’s Initial Response.......................................38 The Nameless, the Faceless: Black Women and the Presidency.......................................39 Who’s Afraid of Michelle Obama: The Origin of an Identity Crisis.................................42 Softer, Happier: The New Michelle...................................................................................51 Setback: The Politics of Fear and The New Yorker...........................................................60 Conclusion.........................................................................................................................63 Chapter 4: Mrs. Obama Goes to Denver: Using the Political Feminine Style to Rehabilitate Her Identity and the American Dream......................................................................................65 The Secular Myth of the American Dream........................................................................68 Ronald Reagan and the Conservative Trajectory of the American Dream.......................70 Barack Obama’s American Dream: Reclaiming Progressive Values................................72 Michelle Obama’s 2008 DNC Address: Political Feminine Style and the American Dream.....................................................................................................................76 Using Personal Experience to Support Claims..................................................................78 Politicization of the Personal.............................................................................................82 A Feminine Ethic of Care..................................................................................................84 Response............................................................................................................................87 Chapter 5: Conclusion...................................................................................................................92 Dissertation Findings.........................................................................................................92 Limitations and Future Research.......................................................................................99 Bibliography................................................................................................................................102 v CHAPTER ONE THE CRITICAL PROBLEM AND THE NEED TO RECAST MICHELLE OBAMA’S IDENTITY DURING THE 2008 PRESIDENTIAL ELECTION Barack Obama’s chances of winning the election seemed like a long shot at the time he announced his candidacy in early 2007. At the time of his announcement, Obama was polling at a distant third place behind John Edwards and the all-too-certain nominee, Hillary Clinton (Wolffe, 2009). After a couple weak debate performances over the summer and a few campaign snafus (including Obama’s choice not to wear an American flag pin), the candidate’s chances of overtaking Clinton seemed unlikely—let alone his chances of winning the presidency (Plouffe, 2009). In his bestselling account of the 2008 presidential race, Obama’s campaign manager, David Plouffe, recalls his frustration as he watched one of the many Democratic primary debates. He states: Moderators George Stephanopoulos and Charlie Gibson spent the entire first half of the debate pummeling him. Sidestepping substantive issues, they led a cook’s tour of all-out campaign controversies: Wright. Bitter. Flag Pin. They even introduced Bill Ayers, a former domestic terrorist and acquaintance of Obama’s who would later assume a starring role in the campaign. (Plouffe, 2009, p. 219) Additionally, a chorus of journalists and political commentators questioned—and invariably raised doubts—whether Americans were ready to elect a Black president. That doubt was raised in the weeks immediately following the announcement of his candidacy when polls showed Black Democratic voters favored Hillary Clinton by forty points (Tapper, 2007). This was an indication to many that a core constituency crucial to Obama’s chances in the primary and general election doubted whether he could win. 1 These early difficulties would soon be resolved and Senator Obama gradually mustered the demands of a presidential campaign. Commentators judged his campaign as among the most skillfull in recent memory. However, of all the barriers candidate Obama faced during the 2008 campaign cycle, one in particular requires close examination due to her proximity to the then senator and the evolution of her public identity. During an election cycle as fascinating and