A Visual Rhetorical Analysis of Barack Obama
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ABSTRACT THE FIERCE URGENCY OF NOW: A VISUAL RHETORICAL ANALYSIS OF BARACK OBAMA The purpose of this thesis was to conduct a visual rhetorical analysis of several images of Barack Obama crying. This study proposed four research questions intended to explicate the significance and meaning of the images: (1) What are the potential functions of the BBC images? (2) What were the reactions to Obama’s crying and how does that impact the understanding of the visual images? (3) How does a visual rhetorical analysis of these images help us understand the contemporary presidency? (4) How does a visual rhetorical analysis help us understand the implications of President Obama’s crying during public speeches and events? The images under examination were uploaded to a BBC article in 2017 and some of these images received more discussion and distribution across mass media. Part of this study’s intention is not only to create a greater understanding of presidential rhetoric and visual rhetoric but to help situate their places in communication studies as well. Limitations for this research and future research implications are also discussed. Martin Ramirez December 2019 THE FIERCE URGENCY OF NOW: A VISUAL RHETORICAL ANALYSIS OF BARACK OBAMA by Martin Ramirez A thesis submitted in partial fulfillment of the requirements for the degree of Master of Arts in Communication in the College of Arts and Humanities California State University, Fresno December 2019 APPROVED For the Department of Communication: We, the undersigned, certify that the thesis of the following student meets the required standards of scholarship, format, and style of the university and the student's graduate degree program for the awarding of the master's degree. Martin Ramirez Thesis Author Douglas Fraleigh (Chair) Communication Diane Blair Communication Kevin Macy-Ayotte Communication For the University Graduate Committee: Dean, Division of Graduate Studies AUTHORIZATION FOR REPRODUCTION OF MASTER’S THESIS X I grant permission for the reproduction of this thesis in part or in its entirety without further authorization from me, on the condition that the person or agency requesting reproduction absorbs the cost and provides proper acknowledgment of authorship. Permission to reproduce this thesis in part or in its entirety must be obtained from me. Signature of thesis author: ACKNOWLEDGMENTS I would just like to thank my cohort consisting of Alyssa, Hannah, and Selina, I love you all very dearly. I would also like to thank my professors for helping shape who I am as a scholar and individual. I do not know what I did to deserve to be a part of this journey, but I do not intend on forgetting it anytime soon. Thank you all, for everything. TABLE OF CONTENTS Page LIST OF FIGURES .......................................................................................................... vii CHAPTER 1: INTRODUCTION ....................................................................................... 1 Rationale ..................................................................................................................... 4 CHAPTER 2: LITERATURE REVIEW ............................................................................ 9 Visual Rhetoric and Argument ................................................................................. 11 Visual Rhetoric of the Presidency ............................................................................. 15 Femininity of the Presidency .................................................................................... 18 Rhetoric of Crisis and Emergency Response ............................................................ 20 Crying in Politics ...................................................................................................... 25 CHAPTER 3: RESEARCH QUESTIONS AND METHODOLOGY ............................. 28 Method ...................................................................................................................... 28 Artifacts of Examination ........................................................................................... 30 The Seven Images ..................................................................................................... 31 Narrowing the Images ............................................................................................... 36 Analysis ..................................................................................................................... 37 The Loss of His Grandmother ................................................................................... 37 Farewell Address ...................................................................................................... 39 The Sandy Hook School Massacre ........................................................................... 41 Aretha Franklin ......................................................................................................... 43 The Introduction of New Gun Laws in the U.S. ....................................................... 46 CHAPTER 4: ANALYSIS ............................................................................................... 50 Research Question 1: What are the potential functions of the BBC images? ........... 50 Research Question 2: What were the reactions to President Obama’s crying? ........ 63 vi vi Page Discussion of Reactions ............................................................................................ 71 Research Question 3: How does a visual rhetorical analysis of these images help us understand the contemporary presidency? ............................................... 75 Research Question 4: How does a visual rhetorical analysis help us understand the implications of President Obama’s crying during public speeches and events? .................................................................................................... 82 CHAPTER 5: IMPLICATIONS, LIMITATIONS AND CONCLUSION ....................... 90 President Trump and Images..................................................................................... 90 Social Media Images ................................................................................................. 91 Videos ....................................................................................................................... 91 Implications for Communication .............................................................................. 94 Limitations .............................................................................................................. 102 Conclusion .............................................................................................................. 104 REFERENCES ............................................................................................................... 105 LIST OF FIGURES Page Figure 1. President Obama at his farewell address. .......................................................... 32 Figure 2. President Obama the night before his election .................................................. 32 Figure 3. President Obama at funeral of Dorothy Height ................................................ 33 Figure 4. President Obama following Sandy Hook shooting ........................................... 34 Figure 5. President Obama at funeral of Daniel Inouye ................................................... 34 Figure 6. President Obama at Kennedy Center Honors, 2015 ......................................... 35 Figure 7. President Obama on new gun legislation .......................................................... 35 CHAPTER 1: INTRODUCTION When I was 16 years old, I missed the election of Barack Obama. I was a teenager in high school having fun in my physical education class. Some students were inside classrooms as their teachers let them watch Obama’s inauguration. I was too young to appreciate what that moment meant at the time. I watched on television as people gathered with one another in jubilation and cried as they heard the news that Barack Obama would be the next President of the United States. Not everyone was excited at the news, but most recognized it as a historical moment in U.S history. It was not until I became much older that I recognized the large amount of literature that gave people a fascination with the presidency. Besides their politics we did not know much about a president’s daily life and schedule. We only knew how a president was supposed to conduct themselves publicly. This led to what Erickson (2000) referred to as a “romantic expectation” (p. 142). Today this is no longer the case. It seems today that the public has gained much more access to the executive branch through the mass media and other visual mediums. The President is followed around so much that some wonder if everything they do should be considered rhetorical (Stuckey, 2010). Whether that is true or not, it is certain that presidents have always been lauded for their speeches. McFarlane (2016) argued that this is not simply because of their enormous nature of influence, but because of the powerful and imaginative use of rhetoric in their speeches. What presidents say and how they say it matters to the audience. The presidency is a performance, and it is a performance that is expected to be illustrated in a certain manner (Erickson, 2000). For researchers of presidential rhetoric, such as myself, that performance consists of specific ways in which presidents are supposed to talk to an audience, act, and conduct themselves. Through