FOUR YEARS TO FOREVER: ONE-TERM PRESIDENTS AND THE RHETORICAL POWER OF PRESIDENTIAL LIBRARIES by MADISON GREEN JESSY J. OHL, COMMITTEE CHAIR MEREDITH M. BAGLEY CYNTHIA C. PEACOCK COLIN RAFFERTY A THESIS Submitted in partial fulfillment of the requirements for the degree of Master of Arts in the Department of Communication Studies in the Graduate School of The University of Alabama TUSCALOOSA, ALABAMA 2020 Copyright Madison Elizabeth Green 2020 ALL RIGHTS RESERVED ABSTRACT Presidential libraries are sophisticated sites for public memory designed to affirm democratic values, convince audiences of each president’s accomplishments, and enshrine a leader’s legacy in a favorable light for future generations. Although these memory places are consequential for every president, they are pivotal for those only granted one term in office. This study explores the ways that the libraries of Gerald Ford, Jimmy Carter, and George H.W. Bush rhetorically elevate the respective presidents in public memory. This study blends traditional narrative criticism with calls for ‘field rhetoric’ to examine how the three respective libraries utilize space, place, and verbal discourse in order to narrate the most compelling case for why each president deserves praise and admiration in public memory. I demonstrate that each library invests in different persuasive strategies: 1.) The Ford Library presents him as a victim of circumstance by focusing on emotional appeals to pity and nostalgia, 2.) The Carter Library excuses his presidential missteps by emphasizing his post-presidential achievements, and 3.) The Bush Library lauds his place as the patriarch of a political dynasty created using the American dream myth. ii DEDICATION This thesis is dedicated to President Jimmy Carter, who vastly transformed the meaning of the post-presidency for the better through his humanitarian work. iii ACKNOWLEDGEMENTS To quote my favorite philosopher, Saint Augustine of Hippo, “Christ is not valued at all unless he is valued above all” (Manser 201). With that in mind, I am immensely thankful that during a year-long process when emotions, plans, and people (including me!) all changed, the peace and provision of God remained constant. Without that blessed assurance, none of this would have been possible. Similarly, without the help of an army of incredible people, this project would not exist. I am forever indebted to my amazing committee, who willingly gave their time and talent to help make my thesis the best it could be. Dr. Ohl, your insight and encouragement has been indispensable to me for the last three years. Thank you for trusting that I could turn my quirky love of presidential libraries into useful scholarship. If I could buy a brick in your honor at the Carter Library, I would. Dr. Bagley and Dr. Peacock, I learned more from the two of you about what it takes to be a successful scholar and person than I have time to express. Dr. Rafferty, I am forever indebted to you for your insight on Hoover – I did not forget about him! This project started because of a trip that I took with my parents, and presidential libraries quickly became “our thing”. Mom and Dad, there are no better people, parents, or road trip partners in existence. I am so grateful that I got to do this project with you – the addition of your colorful insights on the three presidents was particularly valuable. I believe that I can do anything largely because you guys believe that I can. Next, it’s Mount Rushmore, then Alaska, and then we go international. Get your passports ready. iv To Nathan, Joe, Alicia, Isaac and Allie, thank you for always making my down time enjoyable and listening to more anecdotes about presidents than you probably ever wanted to hear. Tori, the fact that you tapped me on the shoulder junior year in rhetorical criticism class is all the proof I need that God is real. I owe you more than I can ever repay for listening to me talk through my tears on that difficult night in January, and for understanding my brand of sarcasm more beautifully than anyone ever has. Maddie, you are the most joyful and kind person I’ve ever had the privilege of knowing. Thank you for your constant encouragement – you’re going to be the best occupational therapist that Tennessee has ever seen. In my favorite 1990’s sitcom, “Boy Meets World”, one of the characters says matter-of- factly: “Life’s tough. Get a helmet.” (Yandoli 1). My fellow graduate teaching assistants all deserve recognition for being my helmet at one time or another. You are family, and I cannot wait to see the world-altering things you do. Dr. Chilcutt and Dr. Brooks, thank you for “parenting” us with such wisdom and grace. My last four years with the incredible students and faculty here at the University of Alabama have shaped my life in innumerable ways. I wouldn’t be myself if I did not take a moment to thank Nick Saban for four national championships, and Tua Tagovailoa and De’Vonta Smith for 2nd & 26. If you’re still reading this, I hope you know that you can move six hours away from your tiny hometown and thrive, you can pass that class you think is hopeless, and you can write a thesis on presidential libraries (even though you probably don’t want to). I am so grateful that I got to learn this lesson at the place where legends are made. Roll Tide forever. v CONTENTS ABSTRACT………………………………………………………………………………………ii DEDICATION……………………………………………………………………………………iii ACKNOWLEDGEMENTS………………………………………………………………………iv LIST OF FIGURES……………………………………………………..………………………viii CHAPTER ONE: INTRODUCTION………………………………………..……………………1 Preview of Chapters……………………………………………………………………………….5 CHAPTER TWO:LITERATURE REVIEW AND METHODS…………..……….......................8 The History of Presidential Libraries………………………………………………………….…..9 Rhetoric, Public Memory, and the Value of Nostalgia………………………..…………………12 Public Memory and Presidential Libraries……………………………………………………....16 CHAPTER THREE: THE GERALD FORD MUSEUM…………………………………….….29 The Simple Museum of a Michigan Man…………..…………………………………..….…….30 Ford’s Goals and Dreams…………………………………………………………………..…....35 Ford as a Victim of Circumstance………...……………………….…………………..………...39 The Shadow of Watergate……………………………………………………………………….40 Ford as a Moral Alternative………………………………...…………………………………...41 The Distraction of the Pardon……………………………………………………...……………43 Rhetorical Redemption of the Man from Grand Rapids…………………………...…………….45 Implications…………………………………………………………………….…………….......48 vi CHAPTER FOUR: THE JIMMY CARTER LIBRARY…………………….…........................51 Georgia (and Peace) on Carter’s Mind………………………………………………………....52 Freedom from the Presidency………………………………………………………………......57 Saving the World with the Carters………………………………………………………….......58 From National to Global Leadership……………………………………………………………60 Presidency as a Foundation…………………………………………………….……………….62 Carter’s Crowning Accomplishment…………………………………………………………....67 A Day in the Life of the President………………………………………………………………68 Implications…………………………………………………………………………………......70 CHAPTER FIVE: THE GEORGE H.W. BUSH LIBRARY………………………...................74 Tied to Texas…………………………………………………………………………………....76 Rhetorical Power of the Replica………………………………………………………...……....78 Building A Political Dynasty…………………………………………………………...……….82 Bush Before Politics: The Construction of a Working-Class Hero………………….……….....86 Bush in Politics: A Public Servant of All Trades…………………………………………...…..87 It’s the Economy, Stupid………………………………………………………………..………96 Implications……………………………………………………………………………….….....98 CHAPTER SIX: CONCLUSION……………………………………………………………...100 WORKS CITED…………………………………………………………………..…………....107 vii LIST OF FIGURES 1: Grounds of the Ford Museum………………………………………………………33 2: Memorabilia left by mourners at the Ford Museum………………………………..47 3: Carter comic from The Salina Journal……………………………………………..52 4: Aerial view of the Carter Library…………………………………………………..57 5: “A Day in the Life of the President” Exhibit at the Carter Library………………...69 6: White House Replica at the Bush Library………………………………………….80 7: Bush Family Photos………………………………………………………………...84 8: Replica of Bush’s 1947 Studebaker………………………………………………..88 9: Photo of three presidents at the Ford Museum……………………………………100 viii CHAPTER ONE INTRODUCTION On January 2, 2007, friends and family gathered at the Grace Episcopal Church in Grand Rapids, Michigan to honor the life of the late United States President Gerald R. Ford. One of the eulogists that day was former President Jimmy Carter, a surprising participant considering it was Carter who defeated the incumbent Ford in the 1976 election. Many assumed that Ford and Carter were personal adversaries because their campaign speeches were rife with barbs aimed at one another, including when Carter declared: “Mr. Ford, as far as I know, except for avoiding another Watergate, has not accomplished one single major program for this country” (CBS News Staff 1). While this comment may seem tame by today’s political standards, it was considered far more biting in 1976. The Baltimore Sun described their debate series as “full of strong two-way personal criticism” (Furgurson 1). During their first debate, the sound system malfunctioned, and the two candidates stood awkwardly at their respective podiums for nearly thirty minutes without uttering a single word to one another (CBS News Staff 1). Despite their turbulent past, Carter confirmed in his emotional tribute that all frostiness between the presidents had thawed. With tears streaming down his face, Carter explained that one of his greatest blessings was the unique friendship