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The Rhetoric of Political Time: Tracing the Neoliberal Regime’S View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Texas A&M Repository THE RHETORIC OF POLITICAL TIME: TRACING THE NEOLIBERAL REGIME’S ASCENT A Dissertation by ANDREA JUNE TERRY Submitted to the Office of Graduate and Professional Studies of Texas A&M University in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY Chair of Committee, Jennifer R. Mercieca Committee Members, Kristan Poirot Jennifer Jones Barbour Robert Mackin Head of Department, J. Kevin Barge May 2017 Major Subject: Communication Copyright 2017 Andrea June Terry ABSTRACT In this dissertation, I argue that Stephen Skowronek’s theory of political time can be used as analytic to better understand the rhetorical opportunities and constraints for presidents and presidential candidates. In particular, I look to Ronald Reagan as a case study: as a president who came on the heels of the end of FDR’s liberal era, Reagan set the tone for a new presidential regime, consisting of particular rhetorical and policy commitments that were all shaped through his neoliberal economic policy. After identifying the rhetorical hallmarks of the neoliberal era as constructed by Reagan, I analyze the rhetorical efforts of his successor, regime articulation president George H.W. Bush, to negotiate the changing domestic and international atmosphere within the rhetorical and policy constraints of Reagan’s neoliberalism. Finally, I identify and analyze the preemptive efforts of Bill Clinton and Ross Perot during the 1992 election as they attempted to renegotiate key aspects of Reagan’s rhetorical and policy commitments to win the presidency. The analysis of each individual’s rhetoric is aided by attention to both discursive and visual rhetoric: the rhetorical interiors and exteriors of regime discourse. The analysis of Reagan’s neoliberal regime emergence begins with the 1964 primary run against Barry Goldwater and continues through his presidency. Analysis of Bush begins with his 1980 primary election contest against Ronald Reagan and culminates in the 1992 election. Both Clinton and Perot were analyzed using stump speeches and advertisements from the primaries through the 1992 presidential election. For each ii individual, analysis of Time magazine covers provided visual confirmation or rejection of each rhetor’s rendition of neoliberal regime commitments. In the end, while Reagan was successful in establishing the rhetorical and policy commitments of the Neoliberal regime, Bush was unable to perform those commitments to the satisfaction of the base; as a result, Clinton’s rendition of the neoliberal regime, which he presented as a “third way” during the 1992 presidential election, succeeded in winning the presidency. iii DEDICATION This project is dedicated to those frustrated by the state of party politics, those who seek to change them, and to a dear friend who reminds us that we are first and foremost to be citizens, not partisans. iv ACKNOWLEDGEMENTS A project as large as a dissertation is not possible without the assistance of a village. My personal dissertation village consisted of the committee, friends, and family who helped guide me through the practical and emotional aspects of completing the dissertation. Each individual deserves far heartier thanks than this space provides, but I shall do my best. To Jennifer Mercieca, my dissertation advisor: I cannot thank you enough. You helped take this project from an over-ambitious seminar paper to a slightly less ambitious dissertation project. Your feedback, countless meetings, cups of coffee, and encouraging words cannot be measured. You were kind when you needed to be and tough when I needed to be pushed forward. I am so thankful that you were willing to take me on as your advisee. Thank you. To the rest of my committee: Kristan Poirot, Jennifer Jones Barbour, and Rob Mackin: thank you. From the prospectus through the final defense, you provided me with invaluable insights that not only helped me to move this dissertation forward, but will also be revisited as I undertake future projects. Thank you for listening, commenting, arguing, and for being models of academic rigor and integrity. The friends of my village were invaluable to my sanity as I worked through this project. Wendi Bellar and James Cho: you have been my rock through this process. You encouraged me when I questioned myself, let me explain my arguments over and over, and never let me doubt that I would complete this task. I love you both more than you know and am proud to call you not just my friends, but my family. To my friends of the v Theatre Company: you are too numerous to list but have been equally important to my success in this project. From props to stage managing and performing, you all gave me an outlet and a community to be part of without which I don’t think I could have finished. Thank you for being the wonderful, crazy, dramatic and talented people you are. I care for you deeply. The final aspect of my village was just as important, though far from Texas: my family. To my sister, Becky: you have been a treasure to me. You provided encouragement when I needed it and reality checks when self-pity took over. You have always supported my academic goals and I love you so very much. To my Mom, Dad, Mike, Kristi, and Colleen: thank you for being there and provided much-needed respite from writing when it was most needed. To my nephews Carson, Callen, Elijah, and Noah: I hope someday you look at this and know that your story doesn’t have to be written for you. You write it yourself, with every choice you make. I love you. vi TABLE OF CONTENTS Page ABSTRACT ....................................................................................................................... ii DEDICATION .................................................................................................................. iv ACKNOWLEDGEMENTS ............................................................................................... v TABLE OF CONTENTS ................................................................................................. vii LIST OF FIGURES ........................................................................................................... ix CHAPTER I INTRODUCTION ........................................................................................ 1 Understanding Presidential Authority ............................................................................ 7 Presidential Rhetoric and the Challenge of Context .................................................... 17 Conclusion .................................................................................................................... 35 CHAPTER II RONALD REAGAN’S LIBERAL REPUDIATION AND NEOLIBERAL RECONSTRUCTION ............................................................................ 43 Ronald Reagan’s Political Time ................................................................................... 46 Crafting a Conservative Legacy in “The Speech” ....................................................... 50 Rhetorical Circulation: The Constitutive Legacy of Neoliberalism ............................. 61 Conclusion .................................................................................................................... 84 CHAPTER III GEORGE H.W. BUSH’S RHETORIC OF ORTHODOX INNOVATION ................................................................................................................ 87 The Bush Presidency: An Exercise in Regime Articulation ........................................ 90 Visualizing Regime Articulation: Bush on the Cover of Time .................................. 140 Conclusion .................................................................................................................. 154 CHAPTER IV BILL CLINTON, ROSS PEROT, AND THE RHETORIC OF REGIME PREEMPTION............................................................................................... 159 Preemptive Leadership in Political Campaigns ......................................................... 160 Clinton’s Democratic Preemption in 1992 ................................................................. 163 Ross Perot’s Preemptive 1992 Campaign .................................................................. 193 Conclusions ................................................................................................................ 210 vii CHAPTER V CONCLUSION ....................................................................................... 213 REFERENCES ............................................................................................................... 221 viii LIST OF FIGURES Page Figure 1. Time Magazine . September 21, 1981. .............................................................. 66 Figure 2. Time Magazine. May 13, 1985. ........................................................................ 73 Figure 3. Time Magazine. September 19, 1983. ............................................................... 79 Figure 4. Time Magazine. January 5, 1981 ...................................................................... 83 Figure 5. Time Magazine. January 7, 1991. ................................................................... 145 Figure 6. Time Magazine. August 24, 1992. .................................................................. 153 Figure 7. Time Magazine. January 27, 1992. ................................................................. 189 Figure
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